Interested in website development while studying at the Ostroh Academy in the Rivne region, he developed the website with a friend, immersing himself in a community of individuals passionate about Ukrainian culture and traditions. The idea of creating a platform to sell handmade embroidered shirts by skilled artisans from Prykarpattia, a region in western Ukraine, began to take shape.
Following graduation, he relocated to Kyiv in 2012 with fellow student Ivan Korniychuk and worked as a courier daily, delivering embroidered garments to customers for try-ons and managing mail shipments. Now Ivan is a partner and a creative director of the brand.
Over the next 3 years, they assembled a dedicated team, established a physical store and launched in-house production. Sales gradually increased, as did people's confidence in online shopping and interest in embroidered clothing.
The war unleashed by Russia served as a wake-up call, compelling people to cherish and preserve Ukraine, and has ignited a demand for Ukrainian products. People who once felt hesitant to proudly wear embroidered shirts, speak Ukrainian, and embrace Ukrainian culture and tradition.
The team has doubled in size and continues to welcome new members, particularly from the eastern and southern regions of Ukraine who were forced to flee their homes.
My favourite tops include this soft blue shirt with white embroidery and the linen shirt dedicated to the national instrument - the bandura.
The children's collection of embroidery from Etnodim is dedicated to Ukrainian fairy tales.
