TG Group, which includes Ukrainian fashion brands TG Botanical, Tago, and VIKTORANISMOV, announces its expansion with the addition of the Ukrainian ethno-brand Varenyky Fashion.

“Vyshyvanka is one of the strongest symbols we have. It carries meaning, history, and everything connected to our identity. I have long considered how to approach this direction thoughtfully, and the addition of Varenyky Fashion to our structure became a very natural step,” says Tetyana Chumak, owner of TG Group.

Tetyana Chumak

Varenyky Fashion was founded by Oksana Lebedyeva in 2014 as a project that merged the traditions of Ukrainian embroidery with contemporary fashion. From its earliest collections, the brand collaborated with ethnologists, researching authentic ornaments and integrating them into modern apparel.

Prior to joining TG Group, the brand had developed a distinct aesthetic and audience, and had also entered the international market.

“From the very beginning, Varenyky Fashion has been about preserving and reinterpreting Ukrainian tradition. For me, it is essential that the brand continues its development within a structure that has the capacity for international growth. That is why its transition to TG Group is both a logical step and a new stage of development — in the hands of a team that shares these values and has the relevant experience. Today, I am fully stepping away from the brand, and this decision allows me to focus on the development of Gen.Ukrainian, a social project aimed at the psychological rehabilitation of children affected by the war,” shares the brand’s founder, Oksana Lebedyeva.

Oksana Lebedyeva

TG Group plans to further develop Varenyky Fashion and strengthen its international presence.