As the Russian invasion of Ukraine continues to devastate its infrastructure and more than 5 million people have fled the country, Brands is pitching in with relief efforts.
The Velykden Fundraiser will be held in New York on Saturday. All proceeds will benefit the Sunflower Fund, which is providing protective equipment, humanitarian aid and first aid kits to primary responders and members of the Regional Civil Defense in Ukraine, and the SaveLife Fund. The afternoon cultural event at The Penthouse at 28 West 36th Street will include children’s programming along with Ukrainian comfort foods, Ukrainian folk dancers, musicians and surprise guest performances. Ukraine-born Ksenia Garh, who has lived in New York for 15 years, organized the event.
Ukrainian designers and brands such as Katimo, Svetlana Bevza, Gunia Project and Gorn Ceramics have donated a range of apparel, jewelry and other items to help raise funds. Masha Revva, an artist who collaborated with Jacquemus, Rachel Comey, and others, provided many of her drawings. And Ukrainian-American artist Yelena Yemchuk, whose work can be seen on the latest Vogue Polska cover, has put one of her works up for auction.
Meanwhile, the Gunya project is moving forward with its first collection since the Russian invasion in March. The brand specializes in ceramics, accessories, jewelry, head scarves and bandanas that carry Ukrainian heritage. Some workers have relocated to western Ukraine and continue to do business there, sending international orders from the local post office. The Gunia Project is making some changes to its distribution by moving some products to Berlin, then delivering them to other points.
Called the “Atlas”, the classification is meant to reflect the importance of preserving Ukrainian culture during the ongoing war, and the relationship between cultural symbols and national thought. The collection features gilded silver earrings in the shape of atlas heads, silver brooches and scarves. The name is an oblique reference to the Atlas figures that can be found on the historic Kozyrovsky House in Kyiv which was designed by Ukrainian architect Ignatius. kazimirovich Ledokhovsky.
Atlas stonework by architect Ignatius kazimirovich Ledokhovsky Gunia was an inspiration for the project’s latest collection for this historic home in Kyiv.
Courtesy of Gunia Project
The founders of the brand “are convinced that it is now important to continue talking about the Ukrainian culture and history that the enemy wants to destroy. Gunya aims to make a full contribution to the fight for the preservation of Ukrainian heritage. Do not stop and move on.” [is] The most important decision of the brand,” said a spokesperson for the company.
Ceramics from the Gunia Project.
Courtesy of Gunia Project
A spokesman for the Gunia project said that with the destruction of architecture in Ukraine by the Russian military, the collection has taken on greater importance.
In addition, the company is selling $30 yellow and blue bird-shaped candles, with all profits going to the Ukrainian military and animal shelters. Online shoppers have been informed that the company cannot guarantee that they will receive the birds because of the war. “But hope you choose to support Ukraine anyway. All birds ordered within this project will be produced and shipped after the war.”
Despite what is happening in the country, loungewear label Sleeper is also keeping its operations on track. With a base mostly women, including many young mothers, the company has left 30 of its 122 employees to Ukraine. Asya Varetsa has been living in Copenhagen for some time and her co-founder Kate Zuberieva is temporarily residing in Istanbul. Reached via email, Zuberieva said that the most challenging aspect of doing business is the emotional side. “Managing our internal resources is a huge challenge, mainly because we are all human. In these circumstances, our main focus is to support our team,” she said.
An image of Sleeper’s new campaign.
Courtesy
Sleeper has accelerated most of its deadline to keep up with the times it was scheduled for this year. But it was done very quickly, thanks in large part to the agility that was born of working remotely during the coronavirus lockdown.
Varetsa said it’s important to have quick time management and prioritize what’s really important and what’s not. By being resourceful “we can defeat our enemy and build a better future for our team and our life’s work, which we love,” she said.
Earlier this month Sleeper began donating proceeds from all online sales to Ukraine’s largest hospital, Ohmdit in Kyiv. The brand has posted information about organizations helping people and supporting organizations in Ukraine. “At the moment, the hospital needs our help because the current situation in Ukraine has greatly increased the urge to treat children. We read in the many letters we receive from our customers asking them to support us in this important initiative. Ready for it, ”said Varetsa.
Another Ukrainian business founder, Anna Osmikhina, who started the company Ttswtrs, an acronym for TattooSweater, is also showing resilience. He and his team of more than 120 creatives have moved from hot spots of war and all inventory has been removed from Odessa, Kyiv and Kharkiv. The company will relocate to Poland to renew its production and stock.
Last week New York-based apparel company Paper Cloth donated nearly $150,000 to support UNICEF’s humanitarian efforts in Ukraine. The company informed customers that on April 12, all proceeds would be donated to the organization’s efforts. A spokesperson for the company said that Paper Cloth employees were “definitely surprised” by the result as it was the biggest non-sales day ever.
Originally published at Pen 18
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