Collection YELLOW BLUE

Each region has its own peculiarities, traditions, colours and landscapes, and even dialect. And all this has crystallised and accumulated in regional embroidery. Embroidery is something special that exists in every part of the country. Vyshyvanka is not just some ornaments or drawings. True vyshyvanka is valuable when it has its own history, when it is passed down from generation to generation, from parents to children. This is its essence and its power. This is the only way it becomes what it should be – a treasure telling you who you are and where you came from. Vyshyvanka “made in China” is only suitable for MPs. Perhaps for this reason, there are very few examples of vyshyvanka being modernised successfully. Very often, it is just an attempt to ‘play’ with the form, not a desire to understand the essence. However, we are trying to convey the inside of the vyshyvanka, its guts, what it really is. But no matter how sad it is, vyshyvanka (a real one, centuries-old, home-woven) is not super comfortable clothing in modern life. Yet it is a natural desire to identify oneself through clothes, to speak about one’s values in this way. That’s why modern comfortable everyday clothes with true authentic meanings are what we are doing in this project. And let the vyshyvanka live in the family, remain for family holidays and tales. First of all, we focused on jeans, which are probably the most common clothing in the world. We tried to combine these two essences into one – to create jeans that are Ukrainian in meaning, inspired by the patterns and deep senses of vyshyvankas. Of course, besides jeans, there will be other clothing items – T-shirts, caps, etc. But that’s for later. For now, we have the first models that we like, and we believe you will like them, too.