Context

In early 2024, the war in Ukraine was still raging on, claiming countless innocent lives and deepening the humanitarian crisis. Just over 1,000km away lies Estonia, small in size but big in heart.

As one of Estonia's leading fashion brands, standing for humanity has always been a part of Marat's fabric, with many previous clothing drops highlighting social causes.

Volodymyr Zelenskyy was due to arrive in Estonia to address parliament in his plea for help, so we needed his message to make a big statement with Estonians.

The Idea

We came up with an unconventional collab diplomats said would be impossible. But in true Estonia spirit - we did it anyway. We designed one sweatshirt featuring one word: KAITSETAHE, translating to "Will To Fight". A powerful Estonian expression, bearing significant cultural weight.

As a first in fashion, we brazenly partnered with the Ministry of Defence, persuading the Prime Minister herself to gift it to Zelenskyy as a keepsake.

Then to Parliament and the people's surprise - he wore it to his parliamentary speech, igniting a media frenzy.

In just 48 hours, we made our sweatshirt available online and in supermarkets nationwide, donating a portion of every sale towards the cause.

Hundreds of other brands even joined in, changing their packaging to feature our slogan. From social media to living rooms, we amplified Zelenskyy's plea, ultimately paving the way for military and humanitarian aid to Ukraine and reminding everyone that a homeland is always worth fighting for.