NELLYS.VINTAGE, a fashion and accessories brand combining traditional Turkish motifs and Eastern aesthetics with contemporary urban style, has expanded from Ankara into a growing international e-commerce business.
The brand was founded by Nelly Hiçdurmaz, a Kazakhstan-born entrepreneur who moved to Türkiye after working as a lawyer for 11 years. Beginning with a sustainability-focused model based on transforming vintage fur garments, the company has since developed a broader ready-to-wear and accessories portfolio.
From Upcycled Fashion to Everyday Collections
NELLYS.VINTAGE initially focused on giving old fur products a second life through recycling and redesign. Over time, the brand expanded into oversized T-shirts, sweatshirts, trench coats, bomber jackets, hats, jewelry, and other everyday fashion products.
Within Türkiye, the company receives particularly strong demand from major cities including Istanbul, Izmir, Antalya, and Mersin. Through its digital sales channels, it currently ships actively to 50 cities across the country.
Three Product Groups Generate 70% of Sales
Approximately 70% of the brand’s total sales come from three core product categories that reflect its focus on cultural identity and contemporary design.
- Pillbox Hats: Modern interpretations of the traditional fez form using contemporary hat silhouettes.
- Palace-Inspired Pearl Necklaces: Jewelry designs combining Ottoman aesthetics with minimalist, modern details.
- City Collection: Casual fashion products featuring the names of Turkish cities and translating local identity into contemporary streetwear.
The company positions these products not only as fashion items but also as expressions of cultural heritage adapted for modern daily life.
Consumers Are Buying Stories, Not Only Products
NELLYS.VINTAGE founder Nelly Hiçdurmaz said the brand was created with the goal of bringing the region’s cultural heritage into the everyday wardrobes of modern urban consumers.
“When I founded the brand, my biggest dream was to bring the rich cultural heritage of this region into the daily wardrobe of today’s urban consumer,” Hiçdurmaz said.
“Today, conscious consumers do not want to buy only a mass-produced product. They want to feel the story, philosophy, and design value behind it and establish a connection with it.”
She added that feedback from customers in Türkiye and international markets has reinforced the company’s belief that culturally rooted design can appeal to a broad global audience.
Digital Channels Drive Organic Exports
Social media platforms and digital marketing play a central role in the brand’s cross-border expansion. Foreign tourists who discover NELLYS.VINTAGE while visiting Türkiye frequently continue following the company and placing orders after returning to their home countries.
“A significant portion of our customer base comes through social media engagement. Foreign visitors who shop with us during their holidays in Türkiye continue to follow our new collections and place orders after returning home,” Hiçdurmaz said.
She described the resulting international customer base as an organic and loyal global community, supported by direct digital relationships rather than a traditional export model.
Middle East and CIS Markets Become Growth Priorities
NELLYS.VINTAGE currently receives its strongest international demand from Central Asia, Europe, the Commonwealth of Independent States, and the Middle East.
The Middle East, where demand for luxury and premium design products remains strong, is positioned at the center of the brand’s next-stage growth strategy.
Hiçdurmaz said the company expects summer tourism to support stronger sales among international visitors in Türkiye, as well as increased cross-border micro-export volumes. The brand plans to increase its international marketing investments and strengthen its visibility across global fashion markets.
Why It Matters
NELLYS.VINTAGE demonstrates how culturally rooted design, digital commerce, and tourism-driven customer acquisition can help a small fashion business build an international audience. Its growth also highlights the increasing role of micro-exports and social media in enabling independent brands from Türkiye to compete in premium global markets without relying on traditional retail expansion.
