The brand owner calls her business development an “American dream”. At the beginning the store had only two employees, Galya herself and the artist, Sergey StereoBoogie. They didn’t want to make things for only commercial purposes, it was about creating an extraordinary artwork with a competitive price tag. The main owners' principle is to make art a part of people’s lives who enjoy diluting daily routine with something quaint.
During the first two years Galya and her team were developing technologies, new concepts and their own unique style. Quite fast was Street Wave noticed by international fashion brands they began working with such as Dolce&Gabbana, DKNY, Guess, Timberland, New Balance and others. A bit later they started selling abroad through eBay. First sale they had was on the third day. The sneakers customized with “Breaking Bad” series' hero’s image were shipped to the USA for $390. That allowed to earn 40% more of the original price. Street Wave now sells hand-painted clothes, sneakers and bags globally.