The Ukrainian Brand "IENKI IENKI" Continues Local Production Amidst War

Founded in 2016, the luxury outerwear brand IENKI IENKI has generated significant buzz in the fashion industry.

By presenting down outerwear derived from sportswear, while maintaining functionality with vibrant colors and structured silhouettes, the brand has positioned itself at the forefront of trends.

Founder and CEO Dima Ievenko has steadfastly upheld local production in Ukraine for eight years, even amidst the challenges of war. This commitment is rooted in the development capabilities of lightweight down materials, the exceptional craftsmanship available locally, and the strong unity within the community.

This time, we delve into the essence of the revolutionary brand "IENKI IENKI" by discussing the brand's journey, its designs merging functionality with fashion, and the technologies involved with Dima.

Outerwear is the Essence of Clothing

First, could you share how you came to establish the brand?

Throughout my career, I have always been involved with fashion. I have gained extensive experience in opening retail locations, sourcing and purchasing for brands, and promoting in the Ukrainian market.

I have a deep love for clothing and have always been captivated by all aspects of it, from patterns to care methods, but I hold a particular passion for outerwear.

I believe outerwear represents the essence of clothing where design and functionality, beauty and practicality harmonize. Through my experience in luxury retail, I identified a lack of outerwear in the market and was determined to create it.

In 2016, I established "IENKI IENKI" and presented my first collection, comprising five models in five colors. Two of those pieces continue to be bestsellers that represent the brand to this day.

How has the brand grown over the past eight years since its establishment?

The growth of "IENKI IENKI" over these eight years has been rapid and organic. The driving force behind this growth has been our passionate support and communication from customers, alongside the reach offered by digital platforms.

Initially, we began by having models post photos of themselves wearing our jackets on Instagram, utilizing it as a sort of testing ground.

Amazingly, this quickly led to overwhelming orders from around the world. This early response was evidence that we were accurately capturing the needs of the market.

Starting with five styles in five colors, our brand has now expanded to over 90 styles available on our official site.

What do you think attracts buyers to "IENKI IENKI" products?

Our customers highly appreciate our uncompromising approach to style and quality. This is because "IENKI IENKI" products feature impressive designs, exceptional craftsmanship, and high functionality.

The fact that many customers return seasonally is a testament to this. Our commitment to innovative material development, a refined color palette, and a pursuit of fresh designs every season continues to earn us their support.

8 Years Overcoming Difficulties

Down insulation derived from sportswear has not been a significant presence in the fashion world until now. "IENKI IENKI" has overturned this notion, establishing a high degree of mode while maintaining lightweight functionality. Could you share the thoughts behind this?

The essence of outerwear lies in its functionality. Above all, it must fulfill its fundamental role of protecting us and keeping us warm.

However, "IENKI IENKI" aimed to create new value beyond the traditional practical image of down jackets.

Beginning with distinctive silhouettes and innovative color usage, our approach sought to redefine down jackets as highly fashionable items.

The concept of oversized puffer jackets that not only provide warmth but beautifully enhance feminine silhouettes has now evolved into the brand’s signature piece: the "Michlin" jacket.

The playful use of colors and innovative material choices distinguish our high-performance outerwear as a stylish statement piece.

Our designs aim to provide the wearer with cutting-edge functionality and chic aesthetics, allowing them to feel both elegance and strength.

Thus, our products, which harmonize shape and function, achieve excellent thermal insulation and comfort while offering impressive visual effects, showcasing new possibilities for down jackets in the fashion industry.

I believe the lightweight comfort is one reason our brand is so well-received. Can you tell us about the innovative technology behind the down used?

“IENKI IENKI” is dedicated to incorporating advanced fabric technologies into everyday outerwear.

This year, we have adopted a groundbreaking new material that boasts an astonishing weight of just 35g/m2 while providing excellent wind resistance and water repellency.

Until a few years ago, much thicker fabrics were required to achieve this level of performance, but this development has greatly enhanced the comfort and practicality of down wear.

Additionally, this summer, we announced a collection using Nativa Silk Pad insulation, recycled from silk production by-products, as part of our environmentally conscious initiatives.

This material minimizes environmental impact while offering excellent body temperature regulation, keeping you cool when hot and warm when cold.

We continuously pursue comfort, durability, and sustainability, focusing on new material development and innovation. These advancements are key to realizing our vision of high-performance, stylish, and environmentally friendly outerwear.

In the past eight years, we have faced many challenges such as the pandemic and the war in Ukraine.

The war in Ukraine has undoubtedly been our greatest trial. It has significantly impacted every aspect of our lives, including production, logistics, and the safety and well-being of our team members.

However, through this situation, we have realized the importance of resilience and adaptability.

We have learned how to continue moving forward amidst unimaginable difficulties, finding new ways to support each other while producing high-quality products.

This experience has reaffirmed the value of community cohesion and the creativity required to overcome challenges. It has also led to a pursuit of more meaningful designs and a deeper bond with our customers.

Prospects for the Cultural Fusion between Ukraine & Japan

"IENKI IENKI" is widely available in Japanese department stores and concept stores; what impressions do you have of the Japanese market?

I have always held deep respect for Japan’s rich history, culture, and exceptional craftsmanship, drawing much inspiration from it.

The Japanese fashion philosophy, which sees clothing as an expression of art and identity, resonates deeply with our values at “IENKI IENKI.”

It brings us great joy to receive high praise from Japanese customers, serving as evidence that our brand's design and quality have a universal appeal.

Unfortunately, under the circumstances of the full-scale invasion of Ukraine, I have yet to have the opportunity to visit Japan, but it remains one of the countries I most wish to visit. If I am fortunate enough to visit, it will undoubtedly inspire future collections and collaborations.

Finally, could you share your vision for the future?

At present, we are focused on strengthening relationships with our customers and partners worldwide, providing excellent products that meet their needs and expectations.

In particular, I have high hopes for future developments in Japan, including potential collaborations and business expansions. For instance, we are envisioning a special capsule collection that embodies the cultural dialogue between Ukraine and Japan.

Both cultures share a commitment to fine craftsmanship, attention to detail, and respect for tradition, while possessing unique aesthetics and perspectives. I am very excited about the creative possibilities that may arise from this cultural encounter.

I intend to take steps, one at a time, toward making this vision a reality.