Clothing Made in Ivano-Frankivsk Enters International Markets

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Tuesday, August 3, 2021
“I talked to my team, and we concluded that we didn’t need to leave Ukraine to enter international markets. You can interact with the world while staying at home, but you need a cool product for that,” Natalia said.

The Ukrainian fashion brand Framiore has grown from a small local business to an icon of international acclaim. In a challenge to fast fashion, this dynamic, eco-fashion leader seeks to conquer the world through slow fashion, a practice that stresses respect to the environment, people, and animals. Framiore’s sustainable fabrics respond to the fact that the fashion industry is one of the largest polluters in the world. The brand’s commitment to quality clothes and responsible processes has earned Framiore more and more fans across the globe. 

Framiore’s founder, Natalia Naida, started with a small local business in Ivano-Frankivsk, but her ambition to introduce a new, fresh brand that would satisfy consumers while protecting the environment drove her to dream much bigger.

“I talked to my team, and we concluded that we didn’t need to leave Ukraine to enter international markets. You can interact with the world while staying at home, but you need a cool product for that,” Natalia said.

As a businesswoman, Natalia knew she needed more than artistic inspiration. She needed a business process to deliver on the demands of her customer base.  She decided to apply for a grant from the USAID Competitive Economy Program to bring in new resources. With the USAID grant, the Framiore team was able to rent production facilities, establish a fabric research center, quadruple the number of employees, and procure specialized equipment.

“With new equipment, we could immediately test the designs, the seam strength, and the number of washing cycles a garment could withstand,” Natalia explained. “The idea was to develop a lean production process, and thanks to USAID, we found a way,” she explained. “We used a stopwatch to time each process, eliminate waste, and boost productivity.” 

Framiore sets itself apart by incorporating traditional clothing motifs from ethnic groups across the world. For example, one Framiore collection is fully dedicated to the traditional dress of the South-East Asian Hmong people. Natalia hopes this approach can spread appreciation and awareness of unique cultural heritages and experiences from across the globe. The Framiore team is adding value to their clothing line by developing a series of interviews with women from spotlighted ethinic groups to elevate their personal stories.

With USAID’s assistance, Framiore already reaches retailers in Europe and North America, and enjoys growing popularity in the United Kingdom. Natalia does not plan to stop there. By focusing on unique designs, coupled with sustainable development and minimal environmental impact, this Ukrainian company is set to continue its steady conquest of the world.

Last updated: September 23, 2021

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