Maison Beast: “Mob Ties” - A Story of Loyalty, Loss, and Street Culture

Emerging from Estonia’s growing design scene, Maison Beast stands out as a label that speaks the language of raw authenticity and bold storytelling. Founded on a love for street culture, the brand embraces individuality and emotion - values that define its latest collection, “Mob Ties.”

Credits: TFW by Erlend Štaub

At the heart of the brand is Kristiina Jeromans, a nominee for the prestigious Silver Needle Award and a designer whose background merges industrial precision with emotional depth. After nearly a decade in design, including years spent mastering industrial and graphic design, textile prints, and tailoring, Jeromans now leads Maison Beast’s creative direction. Her signature lies in technical mastery and an almost obsessive attention to detail, from coat construction to the smallest button or label.

“Every element, no matter how small, needs to be thoughtfully considered,” says Jeromans.

Credits: TFW by Iris Tähema

The Inspiration: Loyalty Over Crime

The collection “Mob Ties” takes inspiration from the world of the mafia - not from its criminal roots, but from its unwavering loyalty, trust, and unity.

Credits: TFW by Erlend Štaub

Maison Beast co-founder Mihail Burõhh explains:

“In the mafia, the inner circle is sacred - built on trust, loyalty, and protection. These are the same values that inspired me as a child watching The Godfather and that guided our own family business.”

For Jeromans, the theme carries even deeper emotional weight.

“I lost my father young and under tragic circumstances. ‘Mob Ties’ became my way to process that experience, to transform grief into strength,” she shares.

Credits: TFW by Erlend Štaub

90s Nostalgia Reimagined

True to Maison Beast’s DNA, “Mob Ties” fuses nostalgia and modernity. The collection revives iconic 90s textures, from Persian rug patterns inspired by Jeromans’ grandmother’s home to digital reinterpretations of lace curtains and worn leather sofas. Every fabric tells a story, connecting the past with the present.

Credits: Marleen Muhuste

“When I started sketching, I drew my grandmother’s carpet. That memory became the seed of the collection,” recalls Jeromans.
Each motif was hand-drawn, digitized, and printed onto fabric, creating a deeply personal yet wearable narrative.

Craft Without Compromise

Maison Beast operates by a simple principle: no shortcuts. Each garment undergoes an intense development process - sometimes taking over half a year.

Credits: TFW by Erlend Štaub

“We test, we destroy, we rebuild. We even burn fabrics to get the right result,” says Burõhh. “Kristiina shares the same uncompromising approach, which makes our collaboration seamless.”

The result is a collection that’s both intimate and fearless - a raw, cinematic interpretation of loyalty, family, and loss translated into fashion.

“Everything you’ve seen so far is only the prologue,” promises Burõhh. “The show at Tallinn Fashion Week will be our real statement.”

Credits: TFW by Iris Tähema

Maison Beast is not just a streetwear brand - it’s a story of emotional craftsmanship and authenticity. It perfectly embodies HAY-HAY’s mission to spotlight designers who create from the heart, merging heritage with modern culture.