Permissions one more time

I just installed latest wordpress and trying to install shapely theme doing everything like in installation guide:

WordPress dashboard -> Appearance-> Themes-> Add New ->Upload Theme

And every time had a famous screen with next message:

Installing Theme from uploaded file: shapely.1.0.5.zip
Connection Information

To perform the requested action, WordPress needs to access your web server. Please enter your FTP or SSH credentials to proceed. If you do not remember your credentials, you should contact your web host.

My permissions is:

$ ls -l
total 192
-rw-r—– 1 zeleniy www-data 418 Sep 24 2013 index.php
-rw-r—– 1 zeleniy www-data 19935 Mar 5 2016 license.txt
-rw-r—– 1 zeleniy www-data 7344 Aug 16 16:39 readme.html
-rw-r—– 1 zeleniy www-data 31 Nov 30 16:21 whoami.php
-rw-r—– 1 zeleniy www-data 5456 May 24 2016 wp-activate.php
drwxrws— 9 zeleniy www-data 4096 Sep 7 10:58 wp-admin
-rw-r—– 1 zeleniy www-data 364 Dec 19 2015 wp-blog-header.php
-rw-r—– 1 zeleniy www-data 1477 May 23 2016 wp-comments-post.php
-rw-r—– 1 zeleniy www-data 2853 Dec 16 2015 wp-config-sample.php
-rw-r—– 1 zeleniy www-data 3060 Nov 30 15:50 wp-config.php
drwxrwsrwx 5 zeleniy www-data 4096 Nov 30 17:04 wp-content
-rw-r—– 1 zeleniy www-data 3286 May 24 2015 wp-cron.php
drwxrws— 17 zeleniy www-data 12288 Sep 7 10:58 wp-includes
-rw-r—– 1 zeleniy www-data 2382 May 23 2016 wp-links-opml.php
-rw-r—– 1 zeleniy www-data 3353 Apr 14 2016 wp-load.php
-rw-r—– 1 zeleniy www-data 34057 Jun 14 17:51 wp-login.php
-rw-r—– 1 zeleniy www-data 7786 Jul 13 08:37 wp-mail.php
-rw-r—– 1 zeleniy www-data 13920 Aug 13 12:02 wp-settings.php
-rw-r—– 1 zeleniy www-data 29890 May 24 2016 wp-signup.php
-rw-r—– 1 zeleniy www-data 4035 Nov 30 2014 wp-trackback.php
-rw-r—– 1 zeleniy www-data 3064 Jul 6 08:40 xmlrpc.php
$ ls -l wp-content/
total 16
-rwxrwxrwx 1 zeleniy www-data 28 Jan 8 2012 index.php
drwxrwsrwx 3 zeleniy www-data 4096 Sep 7 10:59 plugins
drwxrwsrwx 5 zeleniy www-data 4096 Sep 7 10:59 themes
drwxrwsrwx 2 zeleniy www-data 4096 Nov 30 17:04 uploads
$ ls -l wp-content/uploads/
total 1872
-rw-rw-rw- 1 www-data www-data 1913299 Nov 30 17:04 shapely.1.0.5.zip

In the last ls you can see permissions on just uploaded file with theme archive.
The use from which apache is running is www-data.

So what is wrong and how to fix it?