The brand history is atypical at its core with its essence being representative of its founder’s most prominent characteristics. The title of the brand was taken from Alina Tsyganova's blog with her close friend during their studies in England. Together they wanted to explore the alternative culture of London, taking the word ‘underground’ in Latin and using it as a form of self-expression. As SUBTERRANEI transpired into the name of her brand, the designer stayed true to her initial interest in culture and fashion that was quite literally ‘subterranean’. SUBTERRANEI's clothing exhibits a clear philosophy that promotes individuality in a radical way, demonstrates progressiveness and open-mindedness, and seeks to convey an image of intelligent design through the designer's love of modern minimalist aesthetic and her concept-driven ideas.