Finding endless inspiration within the ethnic and historical costumes of the Balkan region, Berlin-based designer Sasa Kovacevic launched his brand SADAK in 2010, focusing on hybrid and inventive garments, which incorporate elements from his Serbian heritage, as well as reinterpretations of urban sportswear.

His first interaction with clothing goes back to his childhood years, observing his family embroider traditional clothes at home. Seeing his grandmother fully dressed in ethnic costumes struck him as a child, coupled with the ongoing influence of communist imagery and its emphasis on uniforms and military shapes. This paradox between utility and opulence is a leitmotiv within SADAK, with collections that manage to explore the contradictions between rough and refined, precious and ordinary, plain and embellished.

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