In collaboration with the Adsapience agency, First Ukrainian International Bank (PUMB) aims to convey that true style is not just about the cut, texture, or color of clothing; it’s about the meaning behind each design choice.

During the 55th season of the UFW from September 2 to 3 at the Mystetskyi Arsenal, the “We Are of One Blood” project will showcase the continuation of the “Zhadan & Nesheva” collection. This collection combines the poet’s heartfelt lines with the artist’s stylish visualizations.

Specifically for UFW, the designs will be created in the latest color trends for the autumn-winter 2024 season. Guests at the event will have the opportunity to become familiar with not only the collection itself but also its mission. For every purchase, PUMB will donate 50% to organizations such as “Hospitaliers,” “DonorUA,” and “Blood Agents,” which save the lives of Ukrainians.

At UFW 2024, the “We Are of One Blood” project will introduce a line of shirts featuring the endemic flora of Ukraine. Each of the project’s collections represents a collaborative effort by talented individuals and brands.

Drawing from ancient tradition, folklorist Yaryna Syzyk, illustrator Maria Ozirna (Maria Oz), and Alla Hnatiuk, Ph.D. in Biology, have joined forces to create exclusive and timeless punch needle embroideries.

“Since the beginning of the invasion in February 2022, clothing has become an important identity element for Ukrainians. It has evolved into a unique subculture that helps convey the significance of Ukraine’s resistance, especially to international audiences. When we started the project, we had no idea how challenging it would be. We constantly have to strike a balance between adhering to the trends and rules of the fashion industry and the social impact of this initiative. Each piece in the collection embodies values, later communicated by the wearer,” said Kseniia Sikorska, marketing director of PUMB.

Join and follow the project: https://www.instagram.com/lifesavingmerch/ Order and wear with pride: https://lifesavingmerch.com.ua/