Freedom isn’t confined to a single date; it’s an ongoing creation shaped by daily choices, pronouncements, symbols, and individuals who forge the nation’s future.
This very concept inspires the new charity collection “Generation 91” from the social initiative “We Are of the Same Blood,” launched by PUMB. This collection honors the 35th anniversary of Ukraine’s Independence and features the collaboration of four Ukrainian brands: CHER’17, GAPTUVALNYA, SOVA, and Have A Rest.
“Generation 91” signifies shared identity, not just birth year. It represents everyone living in independent Ukraine, regardless of their birth date before or after 1991. This generation is united by common experiences, trials, triumphs, losses, and collective memory. They are not passive recipients of independence but active creators of its ongoing narrative.
Four elements converging into a single narrative
The philanthropic merchandise collection aims not to invent new symbols but to re-examine those that have become integral to Ukraine’s modern history.
For the first time, four Ukrainian brands unite in a single drop. Each brand contributes its unique style to narrate a distinct facet of Ukraine’s independence.
The Word.
GAPTUVALNYA inscribes the words of the Act of Declaration of Independence of Ukraine onto fabric. The foundational text of a new state is literally woven into an embroidered shirt.
History. The Moment.
CHER’17 revisits the genesis of modern Ukraine. Their T-shirt features an archival photograph by Pavlo Pashchenko of Levko Lukyanenko, taken after the Supreme Council proclaimed Ukraine’s independence. This documentary shot becomes a symbol of a new era’s dawn.
The Birth.
Have A Rest presents a shopper bag with a symbolic tag, “Generation 91,” styled like a newborn’s identification tag. Just as a child receives their first birth certificate, independent Ukraine has its own birthday – August 24, 1991.
The Symbol. Identity.
SOVA reinterprets Ukraine’s international code – UA. In a silver piece of jewelry engraved with “Generation 91,” it gains new meaning: UA = YOU ARE Generation 91. You exist. You belong to the generation actively shaping the country’s future.
A unifying emblem, “Generation 91,” connects all items in the collection. Regardless of the brand or product type, this mark transforms individual pieces into integral parts of a shared story.
“The ‘We Are of the Same Blood’ project exemplifies how socially responsible business, creativity, and accountability can harmonize. ‘Generation 91’ builds on this principle: we reinterpret the symbols of Independence while simultaneously turning every purchase into tangible aid for saving lives,” states Ksenia Sikorska, Marketing Director at PUMB.
Generation 91 across four distinct stories
The campaign’s faces are individuals who embody Ukrainian independence in diverse ways, collectively painting a portrait of the modern generation.
These include Serhiy Zhadan, a writer and musician representing the strength of Ukrainian literature; Jamala, a Shevchenko Prize laureate, singer, and songwriter embodying Ukraine’s cultural voice; Vadym Voroshilov “Karaya,” a Hero of Ukraine and pilot, symbolizing those who defend independence today; and Oleksandra Pascal, a ten-year-old gymnast who lost limbs due to Russian shelling, representing Ukraine’s future that perseveres and thrives despite loss.
Exclusively for this project, Serhiy Zhadan penned an original poem about “Generation 91,” serving as the campaign’s manifesto and uniting its heroes, brands, and the central theme: Independence is born daily through the actions of its people.
Items that contribute to saving lives
“Generation 91” transcends mere reflection on memory and identity. Like every collection under the “We Are of the Same Blood” initiative, it serves a concrete charitable purpose.
Fifty percent of the value of each order is directed by PUMB towards acquiring tactical medical hemostatic agents, equipment for paramedics, and blood storage and transfusion systems for stabilization points. Throughout the “We Are of the Same Blood” project’s existence, it has aided in saving over 263,000 lives.
Therefore, “Generation 91” is a collection not just about merchandise. It’s about enduring memory and the responsibility that transforms values into tangible actions. This encapsulates the core mission of “We Are of the Same Blood” – to unite people around shared values, not just through words but through life-saving deeds.
Where to acquire the collection
The collection is available online via the “We Are of the Same Blood” platform, at the project’s corner in TSUM department store, and in partner brand stores. A comprehensive list of merchandise and locations can be found at https://lifesavingmerch.com.ua
For PUMB, responsible business is not an isolated charitable endeavor but a fundamental aspect of the bank’s operations. Since the full-scale invasion began, PUMB’s total investments in advancing victory and developing the country have exceeded 1.4 billion UAH.
PUMB is now more than just a bank offering advantageous terms to its clients.
Source: PUMB