As the iconic Ukrainian embroidered shirt called the vyshyvanka is conquering catwalks worldwide, this brand has won fans by modernizing the vyshyvanka’s traditional design.
Andiriy Cherukha started selling vyshyvankas online in 2009.
Before he started his own production with designers, Andriy was selling vyshyvankas made by artisans from villages in western Ukraine.
Now, his vyshyvankas are worn by the country’s celebrities and officials including Ukraine’s president and first lady.
Etnodim modernizes traditional designs in modern shapes to make their clothes fit for everyday wear.
“We are making vyshyvankas that people want to wear not only on Vyshyvanka or Independence Day, but to the office, as well”.
The brand produces around 600 vyshyvankas per month sold in shops and online.
To discover new talents, they launched a mentoring program for aspiring designers.
The winners receive cash prizes and the chance to design their own vyshyvanka for Etnodim.
As their main goal has been popularizing Ukrainian ethnic clothing, Andriy is excited to see mass market brands like H&M and Zara selling vyshyvankas all over the world.
Author: Anna Yakutenko
The material was prepared with the support of the International Renaissance Foundation within the framework of the project Stories from Ukraine. The material reflects the position of the authors and does not necessarily coincide with the position of the International Renaissance Foundation.