New Vyshyvanka is an independent, woman-owned clothing brand founded in August 2022, creating modern apparel and accessories inspired by traditional Ukrainian embroidery—reimagined as subtle acts of resistance.

Drawing from centuries-old embroidery traditions, New Vyshyvanka transforms historic patterns into contemporary designs that communicate identity, solidarity, and dissent. Some messages are immediately visible. Others are intentionally hidden within the pattern, designed to be recognized only by those who know how to read them.

This is protest, stitched quietly.

In Ukrainian culture, embroidery has long functioned as more than decoration. Historically, patterns conveyed protection, belonging, belief, and resistance—often coded, often personal, and often political.

New Vyshyvanka builds on this visual language through a contemporary design process that blends historic motifs with modern typography and graphic structure. Each piece begins with research into traditional Ukrainian embroidery patterns and evolves into an original design that bridges heritage and the present.

The result is modern Ukrainian embroidery apparel that feels timeless at first glance—and unmistakably current once you look closer.

New Vyshyvanka believes powerful messages do not need to be loud.

Our apparel and accessories are designed for people who value nuance, symbolism, and intentional design. Hidden typography and coded patterns are central to the work, reflecting how resistance has historically existed under pressure: quietly, intelligently, and with purpose.

The brand stands against oppression, authoritarianism, and systems that harm marginalized communities, and supports human rights, bodily autonomy, and freedom of expression. These values inform every design and production decision.