A Tribute to Ukraine’s Energy Workers Through Fashion
Ukrainian fashion brand DAMIRLI has recently launched a meaningful new collection titled “Fight for Light,” which honors a vital but often overlooked group: energy workers. Developed in collaboration with DTEK, Ukraine’s largest private energy company, this collection pays homage to the individuals working tirelessly to restore power infrastructure during the ongoing conflict in Ukraine. The campaign features Oleksandr Usyk, the undisputed world boxing champion and a proud Ukrainian, who serves as the face of this initiative, bringing further visibility to the cause.
The Meaning Behind the “Fight for Light” Campaign
The “Fight for Light” collection is more than just clothing—it conveys a powerful message of resilience and solidarity. Its design draws inspiration from the practical uniforms worn by Ukraine’s energy workers, who operate under challenging and hazardous conditions to ensure that electricity continues to reach homes and communities across the country. These workers are crucial in maintaining everyday life despite frequent attacks on the nation’s power grid.
At the heart of the collection is a jacket modeled closely after the durable garments used by energy crews in the field. Embellished with the slogan “Fight for Light,” this piece symbolizes the unyielding spirit of the Ukrainian people. It represents perseverance, community strength, and hope during a time of uncertainty. Through this collection, DAMIRLI transforms fashion into a medium of storytelling—each garment serving as a tribute to those who quietly sustain the country’s resilience.
Oleksandr Usyk’s Role and Personal Perspective
Oleksandr Usyk’s involvement in the “Fight for Light” campaign aligns with his ongoing dedication to supporting Ukraine amid the challenges of war. Beyond his status as a global boxing champion, Usyk has used his platform to highlight the importance of Ukraine’s energy sector and its workers. His participation adds a personal and emotional layer to the collection’s message.
Usyk reflected on the campaign by saying, “My inspiration comes from God, my family, and people. Light burns inside us—it does not yield to darkness. It’s not just what surrounds us; it’s what’s within us. It cannot be turned off, extinguished, or stopped. It burns in willpower, in action, in victory. It shines in the true heroes—energy workers who fight every day to ensure that every home has light. ‘Fight for Light’ is our battle for a light that never fades.”
This perspective captures the essence of the campaign’s focus on inner strength and collective determination, emphasizing the vital role energy workers play during difficult times.
Social Impact Embedded in Fashion
DAMIRLI’s “Fight for Light” collection carries a deeper purpose beyond raising awareness. All proceeds from the sales of the collection’s jackets are directed toward providing psychological support to children who have lost their parents due to the war. This initiative is carried out in partnership with the NGO Gen.Ukrainian, highlighting a commitment to supporting Ukraine’s most vulnerable populations.
By combining fashion with social responsibility, the campaign reflects a broader vision: recognizing the sacrifices made by energy workers while also investing in the future of the nation’s youth. This approach adds tangible value to the collection, making it a symbol of hope and care.
Broader Support and Recognition
The campaign has attracted attention from notable figures, including former UK Prime Minister Boris Johnson, who was seen wearing a jacket from the collection. This marks his continued support for DAMIRLI’s charity-focused initiatives, helping to raise global awareness about the collection and its underlying cause.
Representatives from DAMIRLI expressed the intent behind the project, stating, “We want this clothing to tell the story of Ukraine’s resilience. Every Ukrainian, in their own way, is defending the country’s independence, rebuilding what has been destroyed, and restoring the light of hope for those who need it most. This jacket is more than just clothing—it’s a symbol of support. It’s a way to highlight the people who keep the country going through difficult times and to help those who need it most.”
Fashion as a Medium of Resilience and Solidarity
In today’s fashion world, collections often focus on aesthetics and trends, sometimes feeling detached from real-world issues. DAMIRLI’s “Fight for Light” collection presents an example of how fashion can be both a tribute and a tool for social impact. With Oleksandr Usyk as its ambassador, the campaign connects style with courage and compassion, demonstrating how creative expression can shine a light on essential contributions made by energy workers in Ukraine.
By raising awareness and channeling funds toward support programs, DAMIRLI and DTEK illustrate the potential for clothing to inspire meaningful change, even in times of crisis.
About DAMIRLI
DAMIRLI is the menswear line of the Ukrainian brand GASANOVA, known for its sophisticated designs and craftsmanship. The brand has gained recognition for creating pieces for significant national occasions, including for President Volodymyr Zelensky. DAMIRLI’s commitment to blending fashion with social responsibility continues through projects like the “Fight for Light” collection.
For more information, visit DAMIRLI’s official website or their Instagram page.
Published by Jeremy S.
