Etnodim is a brand that explores culture through clothing, embroidery, and contemporary design.

We approach Ukrainian heritage as a living element of contemporary culture. We are developing our own visual and cultural language—one where embroidery becomes a way of thinking, creating, and sharing a Ukrainian perspective with the world.

We work closely with archives, museums, and artists to uncover forgotten chapters of history. Rather than replicating static forms of the past, we seek connections to the present—ideas that continue to evolve, change, and take on new meaning.

We value depth and substance, striving to create clothing that is meaningful today and stands the test of time.

Etnodim set out to bring Ukrainian tradition into daily life.

In 2009, Andriy Cherukha, then a cultural studies student, visited the night market in Kolomyia for the first time—virtually the only place in Ukraine where you could buy a handmade vyshyvanka. That visit sparked the idea to make these garments more accessible in Ukraine and around the world, giving rise to Etnodim. It began as one of the first online stores specializing in embroidered shirts, growing four years later into a brand with its own production facilities and design team.

“From the very beginning, we were looking for a way to make the embroidered shirt part of modern life. Today, that idea continues to evolve alongside us.
While the vyshyvanka remains an important part of our history and the core of our brand, we also explore how Ukrainian culture has interacted with the world—developing our own research practices and building a community of like-minded people.
We started with the vyshyvanka. Now we are looking for new ways to express it—in contemporary clothing, design, art, and culture.”

— Andriy Cherukha, Founder of Etnodim

Timeline:

2009 — Etnodim is founded

2012 — The brand moved to Kyiv

2013 — We established our own production facility and created our first original collection. The first showroom opened

2015 — The research department was established

2018 — A social media campaign invited followers to interact online to win a shirt; over 600 vyshyvankas were given away, completely clearing out the warehouse

2020 — A collection was created in collaboration with Ukrainian artists

2021 — We launched the “Manifesto” collection and a video manifesto created with the Drama Queen agency

2022 — Following russia’s full-scale invasion of Ukraine, production was relocated to Lviv for six months. The signature “Slovo” shirt became part of the Ivan Honchar Museum collection

2023 — Together with the Come Back Alive Foundation, we raised UAH 2.4 million for demining efforts

2024 — We opened a showroom in Lviv. Together with the Drama Queen agency, we created the “Svoya Sorochka” campaign, which won two Effie Awards

2025 — We created an exhibit for the Ukraine WOW exhibition: a pillow based on a sketch by Kazymyr Malevych.

Etnodim’s mission is to make contemporary Ukrainian culture visible, relevant, and understood throughout the world.