PUMB launched an Independence Day “Generation 91” drop with four Ukrainian brands, giving each label its own design story and directing half of each order to tactical-medicine hemostatic supplies.
Ukrainian bank PUMB has launched an Independence Day clothing and accessories drop called “Generation 91” together with four Ukrainian brands—CHER’17, GAPTUVALNYA, SOVA and Have A Rest—turning a conventional co-branded release into four separate designs tied to the 1991 proclamation of independence.
The drop marks the August 24, 1991, Act of Declaration of Independence. Instead of applying one shared design to every partner, each label was given its own story. CHER’17 worked with an archival photograph from 1991, GAPTUVALNYA used the text of the Act, Have A Rest centered on the date 24.08.1991, and SOVA reinterpreted the country code “UA” as the phrase “You Are Generation 91.”
The campaign is supported by musician and writer Serhiy Zhadan, singer Jamala, athlete Vadym Voroshilov “Karaya,” and model Olexandra Pascal. PUMB will direct 50 percent of each order to hemostatic supplies for tactical medicine. More details are available through the “Generation 91” project link.
https://t.me/business_ua/19402