“Faces of Ukraine”: Nova Poshta and Etnodim Launch a Joint Cultural Project in Honor of Independence Day
До 35-ї річниці Незалежності України Нова пошта разом з українським брендом сучасного одягу Etnodim об’єдналися в колаборації, щоб розповісти про Україну через її різноманіття – традиції та культурну спадщину, що відрізняють кожен її регіон, але разом складаються у спільну мапу країни.
“Vzory” is a dialogue-based project designed to reveal the depth of the Ukrainian ornamental tradition. To mark the 35th anniversary of Ukraine’s independence, Nova Poshta and Etnodim are featuring Ukrainian ornaments on parcel lockers across the country.
The project is based on nine patterns from Etnodim’s iconic embroidered shirts, which will appear on Nova Poshta’s mailboxes. Olena Pchilka and Ostap Vyshnia, the apricot orchards of Donetsk Oblast, the sweeping banks of the Dnipro, the Mizyn bracelet, and the Crimean Tatar Ornek—each of these patterns invites dialogue and inspires us to learn more about our homeland. They all speak to the viewer, telling the story of their region and the people behind it.
"Nova Poshta connects the country from west to east with the strong threads of its roads, while culture and traditions unite us spiritually. Due to the war, the geography of many Ukrainians’ lives has changed, and today thousands of people are seeking a sense of home in new cities. Together with Etnodim, we decided to decorate our parcel lockers with traditional patterns and offer a sense of connection to our homeland. “May each of these mailboxes become a small island of support and a reminder: no matter how far we are from home, we are firmly bound together by memories and love,” says Olga Paprotska-Matusyak, Marketing Director at Nova Poshta.
Residents of the Ivano-Frankivsk, Ternopil, Zhytomyr, Kirovohrad, Kherson, Kharkiv, Chernihiv, and Kyiv regions will be able to find these ornately decorated mailboxes. For each region, designs were chosen that reflect the unique aspects of the local culture, traditions, and heritage.
“The idea for this collaboration came about a long time ago. Together with Nova Poshta, we decided to bring the iconic patterns from Etnodim shirts into the urban space. These ‘patterns’ tell a story about the cultural characteristics of Ukraine’s regions. For us, this is an interesting experience that we’re happy to share,” says Andriy Cherukha, founder of Etnodim.
In telling the story of a united Ukraine, Nova Poshta and Etnodim could not overlook the stories of those who are an integral part of it—the residents of the Donetsk and Luhansk regions and the Crimean Tatar people. That is why, in the regions that have become a new home for many residents of Donetsk and Luhansk, parcel lockers featuring the “Apricots of Donbas” motif will be installed. The history of the Crimean Tatar people will be represented by the “Aile” motif, created by the brand in collaboration with Esma Adzhieva, a representative of the NGO “Alem.”
“Cultural heritage lives on as long as we know its language, understand its meanings, and pass them on to future generations. “Ornek is not just a beautiful ornament, but also a way to preserve the memory, values, and worldview of the Crimean Tatar people,” says Esma Adzhieva, co-author of the song “Aile” and a member of the NGO “Alem.”
“Vzory” by Nova Poshta and Etnodim is a way to share Ukrainian traditions and instill pride in a history that does not remain in the past but continues to live on and evolve thanks to the people who are shaping it today. Every region of Ukraine has its own cultural identity, and this project aims to make it more visible and accessible to everyone.
Throughout the year, Nova Poshta and Etnodim will continue the “Vzory” story by introducing new activities and initiatives as part of the project.