The Ukraine crisis might have left Vladimir Putin isolated on the international stage, but at home, his approval ratings have soared to record levels after the annexation of Crimea.

Not just Russia's most popular politician, Putin is set to become an unlikely fashion icon as one brand launches a new collection of Putinwear. For those Russians not content with seeing the president on the news each evening, they can now display his image on their chests as well.



The range of Putin T-shirts went on sale at a pop-up shop within the most prestigious location in Moscow – the GUM department store on Red Square.

Facebook Twitter Pinterest A shop assistant displays a T-shirt depicting Vladimir Putin Photograph: Pavel Golovkin/AP

“These T-shirts are for everyone, we didn’t have a particular consumer in mind, its from everyone from a 10-year-old child to a proud pensioner,” said Anna Trifonova, one half of the design duo.

The designers said they had been inspired to create the series by Russia’s “numerous victories on the international stage” in recent months.

“Two Olympic victories, the hockey and Crimea,” said Trifonova, referring to the Russian team’s victories in the Winter Olympics and paralympics held in Sochi earlier this year, as well as in the recent ice hockey world championships, and the annexation by Moscow of the Crimea peninsula. “After all of this, it is hard not to see Russia as a victor-country.”

Facebook Twitter Pinterest A man tries on the Vladimir Putin Crimea T-shirt Photograph: Sergei Karpukhin/Reuters

In total, there are 15 different prints of the Russian president, with something for everyone. For fans of a plain, austere look, there is a simple Putin headshot, mouth set in an implacable determination and eyes hidden behind a pair of shades, embossed on a plain white or black t-shirt.

Several designs reference the recent events in Ukraine, with perhaps the stand-out of the collection a retro "Greetings from Crimea" print, featuring a summery Putin clad in a Hawaiian shirt and holding a long cocktail glass in one hand.

Another puts Putin in military camouflage, with the slogan “The politest of people”, a reference to the euphemistic term “the polite people”, used to describe the Russian soldiers operating unofficially in Crimea.

Facebook Twitter Pinterest A shop assistant packs one of the T-shirts with images of Putin. Photograph: Dmitry Serebryakov/AFP/Getty Images

Fans of the president’s equestrian exploits can go for a mounted Putin on horseback, while for something a little more classical, the patriotic fashionista could opt for Putin in watercolours, decked out in full military uniform. There are also mobile phone covers featuring some of the designs.

The T-shirts sell for 1,200 roubles (around £21) each, and while at the shop’s launch there were many more Russian TV cameras than actual customers, a few people could be seen snapping up the merchandise.

“It shows how flexible our leader is, and how flexible our country has become,” said one man buying several T-shirts. “Some are deadly serious, some are jokey. Before it was all severe portraits and red flags but now we have a leader with different moods.”

Facebook Twitter Pinterest More of the T-shirts. Photograph: Sergei Karpukhin/Reuters

For now, the pop-up store will only operate for three days, but if demand is as high as expected, the brand will continue sales online and may sell through other Moscow shops, or even internationally. Even in Ukraine?

“If there is a demand, then yes, we are ready to sell there too,” said Trifonova, with a smile.