Each season, the exhibition inevitably draws attention to the RUTKANI company's display: contemporary fabrics that enable the creation of fashionable and original collections; a wide range of assortments, including various children's prints; and trendy colors on knit fabrics such as interlock, jersey, fleece, rib knit, kashkorse, and biflex.
At a meeting with manufacturers during the case session "Fabrics for designers: the challenge of finding and selecting materials. A Review of exhibition fabrics" at INTERTKAN-2025.Spring, company CEO Tatyana Volkova spoke about her production, how to create interesting and modern prints, how to apply AI, which trends to follow, and shared her perspective on finding a unique selling proposition (USP).
–To create your own brand, you need uniqueness—your unique selling proposition. A customer who chooses a USP understands its value and benefits. If we simply copy, it holds no real value. It’s also crucial to follow trends. For example, I see a revival of feminine looks; this is evident in recent fashion shows. That’s already a great foundation for a business idea.
– What challenges exist in production, and what are the key criteria for selecting a supplier?
–Let me tell you a bit about our company, RUTKANI. We are based in Ivanovo and work with companies that sell their products on marketplaces. We really want their products to stand out. Our designers study global trends and propose ideas to production. These ideas are analyzed by both the sales and marketing departments, and then we bring the product to market.
What sets us apart from other companies? We take an individual approach to each client. Essentially, we can either manufacture a custom design or offer our own ready-made designs—new ones are released every two months. We produce templates in Turkey and manufacture fabrics at our factory. We always forecast what will be relevant in two or three years—what prints, what colors. We work ahead of the curve, and I love that phrase.
We strive to build long-term relationships with our clients and help ensure their marketplace products succeed. Of course, this also depends on the manufacturer—whether they have a modern product line and how well they understand marketplace operations.
Meeting production deadlines is also crucial—our company completes orders within 5–10 days. I think anyone working with marketplaces understands the importance of timely fabric deliveries.
– How do you use AI in your production?
–Our designers have been experimenting with AI-generated prints, including those for children's clothing. We love making clothes for kids—it’s part of our social mission. It’s a collaborative effort with AI: we provide a reference, and then both AI and the designer work together. Some predicted that AI would replace designers, but that’s not the case. On the contrary, the synergy between AI and designers produces outstanding results. I love it.
– Tatyana, where do you source raw materials for your fabrics?
–We source from Uzbekistan and Turkey. RUTKANI is all about childhood, so we use only natural fabrics. These fabrics are evolving too, becoming more functional—for instance, with special density or antibacterial properties. Cotton is also developing in this direction.
– What are the key fabric production trends for the next 2–3 years?
–First and foremost, the market is shifting toward synthetic fabrics. We all understand that environmental concerns are paramount worldwide. New technologies are emerging that, for example, require less water for processing. There's also a growing trend toward biodegradable materials. As a result, natural fabrics are becoming less common, while synthetic fabrics are advancing. It’s essential to adapt to this trend.
Take Uzbekistan, for example. It has historically been a major cotton producer. But we see pure cotton being modified—synthetic blends are increasingly common. The same goes for Turkish manufacturers: a single fabric may contain three or four different fiber compositions. This trend is clear. And our country must align with it, especially since we have oil, which can be used as a cost-effective raw material.
Bamboo fabrics are also on the rise—you’ve likely heard of them. But fabric made from mushroom leather? Probably not. Mushrooms can be used to create eco-friendly, leather-like material. I even have a colleague who produces fabric from apples! And seaweed-based textiles—although those are more relevant to medical textiles. Lyocell is also growing rapidly, particularly in China, with great potential for mass-market clothing. Nettle fabric is another example—nettles are abundant and have antimicrobial properties. Hemp fabric, too. But these materials need further exploration, and that's how you find your USP. When demand arises, fabrics will follow.
By 2030, our Department of Light Industry aims to develop the consumer market. To achieve this, we need to establish our own unique offerings, identify staple products, register our brands, and develop companies into brands. Instead of importing from China, we should focus on forging our own path. Visualize it, and you’ll make it happen!
