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Lviv brand ETNO presents a new line of shopper bags created using upcycling technology,
which is based on reuse of waste materials without their industrial processing.

According to Markiyan Myskiv, the founder of the ETNO brand, the idea to launch a line of
upcycled shoppers originated during the visit to the production site after finishing the last
Garden collection.

“Among rows of sewing machines, large fabric rolls and finished products, I ran across a
box in which workers carefully put some fabric remnants. Most pieces of fabric were in
good condition and had embroidery on them. I immediately realized that they could be
used somehow,” commented Markiyan

“As the products we make are for young, creative and environmentally conscious people
who appreciate beauty and functionality and care about the world they live in, we quickly
came up with an idea to create such handy shopper bags," adds Markiyan.

Shoppers were made from various pieces of monochrome flax left after the creation of
Garden collection. The collection was virtually monochrome, so the designer decided to
combine different pieces of fabric in one pattern. There were also many embroidered
offcuts, which resulted in a combination of different textures of bags.

Laconic design and reserved colors of shoppers make them a universal accessory to any
outfit. The bags are made of 100% natural textile and present a great alternative to plastic
bags.

How did you start a career in design?

It has all started just a year ago. Having extensive experience in show-room management and collaboration with various brands and designers, together with Markiyan, the co-founder of ETNO, we decided to create our own clothing brand. “Why not?” we thought. In fact, at that time, we have formed a large base of regular customers, and creating of clothes, even more-the very style, is really cool, we thought back then and still do When there is an opportunity and some foundation, it is unreasonable not to take advantage of it. At first, I created a men’s shirt. Probably because the
women’s clothing range in ETNO was wide enough, but the male was much narrower. Men’s shirts can also be very different and cool, that is why the first men’s embroidered shirt with floral ornaments was
born.

Describe your collection for ETNO LVIV. What is its main message?

To start with, I create clothes that I would wear myself, which is obvious, isn’t it? As for me, I have been a supporter of minimalism in everything, so I wanted to create a laconic capsule collection. That’s why gray is the main color. For me, it is always relevant and versatile, very basic. First of all, I wanted my clothes to be practical, so called ethnic-casual.

Why are national motifs in clothes so important? Is it just a trend or something more?

Because it is background. It is important for our team and particularly for me to answer questions: “Who am I?”, “Where is my home?” It is a question of national identity. Ancient Ukrainian clothes,
authentic embroidery, variety of ornaments and natural materials impress me. It is exceptional how people could have had a strong feel for color and composition without any “arts education”, books and works of art, simply inspired by nature, family, values, and original culture. I’m inspired by them and their great legacy left for all of us. Of course, I can only agree that ethnic motifs in design are the trend of recent years. Art is cyclical; now and then all artists go back to their origins, to the native. This is my favorite trend.

• Which materials have been chosen for the capsule collection? How did you select them?

In a new collection, we worked exclusively with natural fabrics: flax and cotton. In summer, people give preference to the most natural textiles from a purely practical point of view. Secondly, flax is perfectly suitable for embroidery. In addition, its mechanical properties are the most appropriate to the visual concept of the collection. How long does it take to create one thing? What are the stages of this process?

How long does it take to create one thing? What are the stages of this process?

Creation of a single item takes weeks. This process begins with a sketch, and then a team of experts is involved in the embodiment process: a constructor, cutter, seamstress, and designer, of course. Each
model is created as based on my personal requirements for clothing. It has to undergo several fittings, during which final changes are introduced. Sometimes the final result is completely unexpected. At times, the thing in which you’re not quite sure, turns out to be incredible, sometimes on the contrary, we have to correct, to finalize the details. Anything can happen, we only learn, but try very hard to have everything done professionally.

Work with national clothes requires thorough knowledge. Where do you find your ideas?

My expertise comes from the studies at Lviv National Academy of Arts. The final stage was 1.5 years of experience in the showroom amongst this sea of beauty. I am inspired by everything around
me, especially people and cities. I like to travel, even alone, to discover new cities and people who live there, to feel the rhythm.

How does the perfect image look like? When can you say that person is dressed with a taste?

The years of studying at the Academy gave me a sense of color, composition and aesthetics. Most often I am guided by my own senses. I can subconsciously feel what is cool and what is not.

Are there any taboos for you in design?

Plagiarism is my only taboo in the work of a designer.

Embroidered, but minimalist designs, stylish cutouts, lightweight flax and a sense of freedom.

We opted out of big sleeves and bright colors in order to reflect the mood of metropolis in harmony with nature. Instead, we use delicate floral motifs on textured silhouettes, stylish vests, shirts and tops, complemented with bold lower part and accessories.

Restrained, and at the same time the universal colors, which allow creating an ideal image.

The clothes are convenient to walk around one’s hometown, to open new horizons, to go to favorite artists’ concerts, or to travel to one’s family for the weekend; spend time with friends, and even to get
married!

Capsule collection for any day and any time. Comfort, style and beauty. The tradition received a new life.