Created at the initiative of PUMB as part of the "We Are of One Blood" social project, the concept brings together four Ukrainian brands — CHER'17, GAPTUVALNYA, SOVA, and Have A Rest. The idea is to show that Independence, much like this drop, is made up of different voices, styles, and meanings.

Each brand has contributed a unique piece to the collection, united by the "Generation 91" symbol: a GAPTUVALNYA shirt featuring the words of the Act of Declaration of Independence of Ukraine, a CHER'17 T-shirt featuring an archival photograph, and a silver piece of jewellery by SOVA engraved with the collection’s signature.

At Have A Rest, we created a shopper bag featuring a symbolic "Generation 91" tag, styled after the name tag attached to a newborn baby. It serves as a reminder of how modern Ukrainian independence was given its own birthday.

The collection also has a charitable purpose: PUMB will donate 50% of the proceeds from each order toward the purchase of tactical medical hemostatic supplies, equipment for paramedics, and blood storage and transfusion systems for stabilization points.

The faces of the campaign are people who experience Ukrainian Independence in different ways, yet together represent a portrait of today’s generation. They include writer Serhiy Zhadan; Shevchenko Prize laureate, singer and songwriter Jamala; Hero of Ukraine and military pilot Vadym Voroshylov ("Karaya"); and ten-year-old gymnast Oleksandra Pascal, who lost a limb in a russian attack.

The collection is available online on the "We Are of One Blood" platform, at the project’s pop-up corner in TSUM, as well as in CHER’17, GAPTUVALNYA, SOVA, and Have A Rest stores.