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War-themed fashion is popular among patriotic Ukrainians

#Warthemed #fashion #popular #among #patriotic #Ukrainians

In a large fashion store in central Kyiv, a mother and her young daughter flip through T-shirts depicting a cartoon dog wearing a flak jacket and sunglasses.

“We have several of these,” says Tatiana, adding that they might pick up something new.

“We love clothes like that, so we shop here a lot.”

The T-shirts by Kyiv-based label J.Cook feature Patron, a Jack Russell dog who is adept at finding landmines and who was awarded a medal by President Volodymyr Zelenskyy in May.

“I like the little patroness,” says Tatiana’s daughter Valeriya, while her mother nods.

A trend for patriotic clothing in Ukraine sees t-shirt designs and slogans that quickly embrace the latest developments in weapons and war.

J.Cook founder Serhii Fiut says the Patron t-shirt is “the brand’s most popular right now,” named after British explorer James Cook, who sews garments in western Ukraine.

“90 percent of the time, people choose military-themed T-shirts,” the 34-year-old businessman said while sitting in a Georgian café in Kyiv.

“It’s like a means of expression. People want to show that ‘this is close to me'”.

T-shirt sales are growing, Fiut said.

“I have a niche where people are willing to buy.”

Many of those who shop online are women, buying t-shirts for partners and relatives fighting the war, he adds.

A large selection of war clothing is available at the large Vsi Svoi (All Ours) store on Kiev’s main shopping street, which showcases Ukrainian designers.

A mannequin near the entrance wears a T-shirt with a US Javelin anti-tank missile on a background of stylized flowers, designed by another Kiev label, SIL’ Wear.

Mariya Iakniunas, 31, co-owner of the brand, says the design known as “Talisman” is one of the brand’s most popular.

Hanging towels embroidered with bright flowers to ward off bad luck is inspired by Ukrainian peasant tradition, she said.

“Today, the spear in the hands of our warriors is every Ukrainian’s talisman,” she says, hence the idea of ​​surrounding it with flowers.

She insists that the popularity of such designs “isn’t a trend, it’s our voice… It’s our unity. Being Ukrainian and winning this war.”

While SIL’ Wear saw sales fall in the first month of the war, they are now “recovering vigorously,” she says.

Both J. Cook and SIL’wear donate a portion of their proceeds to the armed forces.

– “People get it” –

Several T-shirt designs mock Russia’s wilder propaganda claims – such as reports of genetically engineered geese and pigeons being used as biological weapons.

One by J.Cook features aggressive-looking doves in armored helmets and carrying a cartridge belt, while a flock of geese tout guns and peer through binoculars in another of the label’s designs.

“They (the Russians) themselves give us ideas for drawings,” says Fiut.

“Where are these pigeons and biological laboratories? What are you talking about? We try to show this irony, to mock it.

Customers strive to wear their support for the war on their chests.

“There are a lot of nice T-shirts out there,” says 14-year-old Mykola, who shops at Vsi Svoi, saying he and his friends wear them.

They send “a specific message and that’s why it’s important to wear it,” he says.

– “So patriotic” –

At a pop-up event at a trendy Kiev showroom called Kapsula, or Capsule, T-shirts, sweaters, hoodies and jewelry by Ukrainian designers are decked out in the national flag colors of blue and yellow.

“Everything is so patriotic now,” says administrator Anna Perebynos, 22.

“We hold events like this so that people can learn more about our Ukrainian designers who are now working and releasing new collections, despite what is happening in our country right now.”

Shown is a soft hoodie from MY x MY with an embroidered map of Ukraine with the slogan: “Places for happy people”.

A T-shirt by Balcony Garment features a Russian missile with nuclear symbols next to doves and flowers with the slogan: “Here and Now”.

Perebynos features clothing to be mailed online, including folksy embroidered blouses and linen items in blue and yellow.

“We get a lot of international assignments: they’re people who maybe were born here in Ukraine and it’s their home, but for some reason they went abroad.”

Patriotism in Kyiv even extends to makeup, with some women wearing yellow and blue eyeliner, she says, laughing.

“Now it’s a very big global trend. It shows that people really support us.”

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#Warthemed #fashion #popular #among #patriotic #Ukrainians

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