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Founded in 2016 in the heart of Plovdiv, Bulgaria Pironetic is a fashion brand for sports and lifestyle clothing.

Challenged by the dynamics of our intensive modern society, women are always on the run for finding the perfect balance between family, work, social and business life, striving in the same time to achieve the perfect modern looks.

The Pironetic brand holds the answer with a variety of sports and lifestyle clothing distinguished with a comfortable design and taste for style. The founders behind Pironetic are Bulgaria’s top tennis player Tsvetana Pironkova and Michail Mirchev.

The founders

Tsvetana Prionkova – Brand Creative Director

Tsvetana Pironkova (Tsvety) has been Bugaria’s most successful womens tennis player in the past ten years.In 2010 she became the first ever Bulgarian tennis player to reach the Wimbledon semifinals. 2014 brought Tsvety her first WTA title after defeating a series of world top ten players in Sydney, Australia. Her victory portfolio includes spectacular wins over Ana Ivanovic, Venus Williams, Victoria Azarenka, Elena Dementieva, Nadia Petrova, Li Na, Angelique Kerber, Petra Kvitova and many others.

Tsvetana has been playing tennis ever since she was 4 years old, becoming professional at the age of 14. Ever since she has been travelling and crossing the world several times per year in pursuit of craved victories and achievements on court. It is thanks to professional tennis that she has discovered so many new cultures and places and learnt a lot about herself. With a passionate love both for fashion and arts, Tsvety never misses a chance to visit a new museum, gallery, as well as to discover new fashion and sports brands wherever the world of tennis may bring her.

Tsvety depicts herself and blesses the Pironetic brand with three words – responsible, temperamental and brave.

Michail Mirchev – Brand CEO

While Tsvety backs the creative and emotional side of the Pironetic brand, Michail dedicates his business savvy and entrepreneurial experience combined with a balanced taste for style and perfectionism to the success of the new brand.

Sport marks an indispensable part of Michail’s everyday life. His junior and subsequently men’s talented footbal career was unfortunately set to an end at an early stage due to a bad injury. However, Michail remains forever grateful to professional sports for having taught him the lessons of hard work, discipline and consistency that have since paired with his attitude to every aspect of everyday life.

Michail’s three presentation keywords stand for kindness, sense and ambition, proudly embedded in the new Pironetic brand. He is always to be seen on field well-equipped with all three of them into a remarkable personal style marking his signature in the new brand.

Movement and style – a perfect combination

Tsvety came up with the idea of having her own perosonal clothing brand way back in the beginning of her tennis career. Wimbledon’s white, elegant outfits, the colourful fashion dresses designed for each season and styled for comfort and perfection are just a small part of the things that inspired her imagination.

For Michail the perfect match in an outfit is a must. “I find myself quite pedantic when it comes to style-matching. When I was in professional football, I always had my outfits ironed to perfection and styled in colour to match the shoes. I wouldn’t let anyone touch my football bag and had everything carefully folded and prepared to the smallest detail. Getting the right style with care was a kind of ritual to me before the games and it helped get in the right mood and concentration. Nowadays, I am still very dedicated to detail, not only when it comes to vision.”

Their shared love for sports and creativity brought spontaneously the new initiative to start their own sports and lifestyle clothing brand – Pironetic.

The Pironetic brand is marked by the talent of its creators in putting a dedication to each detail so that when worn the clothes allow for each individual to feel the comfort of expressing their own style in a confident and happy way. A proof of style that embeds the values that the brand brings and that best describe its mission and authors behind it: ambitious, brave, responsible.

Pironetic means…

Choosing the right name for the brand was not an easy task. They spent some time checking different options to find the authentic and right sound of their new brand, that would best communicate the concept behind it. Tsvety came up with all the derivatives of her melodic name that friends and family had used during the years – Pironche, Pirondelli, Pironissimo (like bravissimo), Pironeta. Thinking of that she also remembered that she has always been told that when on court, she really stands out with her physical endurance and athletic qualities. Adding in her elegant sports style attitude, Tsvetana marked four words in a row:

Pironkova+energetic+athletic+aesthetic. With one prefix and a common suffix the new brand was born – Pironetic!

To Michail the choice of a brand name was more than logical – “She is an excellent tennis player, a sports person, a young role model to many with her natural and relaxed style”.

The love for Plovdiv…

Last but not least, the brand treasures the love of Tsvety and Michail for the beautiful hometown of Plovdiv, where they both long to return, no matter where they may travel to. (hyperlink Wikipedia). Plovdiv is the home they choose for their brand and are proud to say that Pironetic is 100% hosted in the heart of Bulgaria in the Thracian region, crosspoint for a number of civilizations with an abundance of cultural and ancient heritage.


Our mission and products are aimed for healthy people living a meaningful green life. It is part of our culture. We make the most of addressing everyday business issues to optimize our organic footprint – our office runs on a maximum of paperless business processes, our products are packaged in recycable….. paper, etc.

As we try to make our own example for exercising contagious and bring people to go to action, we also challenge our customers and partners to embrace the sustainability approach to the environonment in their everyday business and personal lives. Living a green life and optimizing your own organic footprint we believe is the best one can do.

• We love nature and keep it clean whenever outside.
• We do not use plastic bags, only multi-use environmentally friendly bags
• We aim to limit for the much that is possible home waste and also use recycling containers in our neighbourhood.
• Responsible shopping – we do not need that many things, quality overrules quantity.
• Whenever there is something we no longer need we try to find a new owner, rather than through it away for waste.
• We use water and electricity in a careful and responsible way at home.

Корпоративна социална отговорност

Our social responsibility policy as a brand rests with where and how our products are made. We want to supporting business in Bulgaria, namely our home region of Plovdiv. We create jobs for people who want to stay in Bulgaria and have a happy life. From design to production we have organized our entire business process to stimulate the development of the region of Plovdiv. We want local young people to feel the magic of living and working at home with the ability to feel creative and free. We select our manufacturing partners that share the same values as our team does helping us build a responsible big team on board a menaingful journey.