The name of the collection “Crystal tears” is not just clothes, but a story about a city with people, in which preserved antiquity and modernity, cold winters and the warmth of the souls of the townspeople, the leisurely urban rhythm and innovative scientific achievements are intertwined. A unique cultural code has developed here, which noticeably distinguishes the city from the general range of Russian megacities. A visitor to the city quickly understands that people here value quality human relationships and build a community based on mutual respect and openness. It is difficult to overestimate this social aspect for the formation of a favorable cultural atmosphere of the city.