On a dimly lit runway, without the usual spotlights, musical accompaniment, decorations, or applause, and accompanied only by the poetic lines of Serhiy Zhadan, supported by meaningful drawings of Ulyana Neshcheva, unique individuals emerged — heroes of the nation who stood up to defend it from the first days of the full-scale invasion without expecting recognition, titles, or awards. These are people who valued freedom, dignity, and the identity of Ukrainians above their own health and lives.

Like true endemics who chose the challenging path of being born, growing, and staying forever in their chosen land, these military heroes, like many others, made the decision to defend the land on which they grew up. They are part of the true Ukraine, reflecting its unique national character.

This manifesto of silent strength, indomitable will, and deep-rooted genetic heritage, visualized through unique endemic plants recreated on classic “Kvitny” shirts by Ukrainian craftswomen — folklorist Yaryna Sizy, illustrator Maria Oz, and biology PhD Alla Hnatiuk — serves to remind society of true values and to thank the heroes for their invaluable gift to us all.

The idea of the performance was commented on by PUMB’s Marketing Director, Ksenia Sikorska: “Our team is constantly searching for meanings and ideas that unite Ukrainians. Currently, the reintegration of veterans into civilian life is one of the most important social tasks. Therefore, the heroes on the UFW runway express our gratitude to all those who fight daily for our country’s victory. Their desire to defend and live on their land inspires us to create supportive social projects. We are grateful to the Ukrainian Fashion Week team and the ‘YANKO’ Charitable Foundation for their cooperation and shared values.”

Traditionally, 50% of the orders from the new collection by the project “We Are of One Blood”* are directed towards purchasing tactical medical supplies and delivering blood components to hotspots. The project has already saved over 126,000 lives.

You can order the new drop on the charitable merch website. Follow our Instagram to stay updated on the project’s progress.

• The charity merch “We Are of One Blood” was initiated by PUMB in collaboration with Adsapience agency.