When the news about Invasion of Russia bankrupt, Denomination Ukrainian founder and fashion designer Mary Furtas is at home, preparing to celebrate her daughter’s first birthday. “I couldn’t sleep well that day or any particular day before that,” she told POPSUGAR via Zoom from a new location. “I keep waking up at night to check the news, and then I pick up my phone and there’s an announcement that they’re starting to bomb cities.” Furtas fled to Poland with her daughter, shutting down operations for the brand she launched nearly five years ago.
Labels, loved by celebrities like Kendall Jenner and Megan Fox, recognized for its high-octane approach to casual wear, designed with a passion for women’s form. Cultnaked’s sustainable business model is also outstanding; it was made to order and reset whatever meager it retained into new silhouettes. This thoughtful production approach, combined with the quality of the fabricturned Furtas into one of Ukraine’s leading next-generation designers.
“I want to continue working for the people, for my team and for the economy of the country.”
The war brought its business plans to a halt, but that didn’t stop Furtas from charting the way forward. Immediately after the invasion, she shut down her website, leaving only a message on the homepage: “You should focus on the war.” She took advantage of her growing social media platform to raise awareness, raise funds, and support the local community and her group in particular, many of whom are still living in Ukraine. While she has continued to function with limited abilities, she has also returned Denomination into a powerful messaging medium. Now a new message is displayed on the website: “UKRAINE MUST START.” “I want to keep working for the people, for my team and for the country’s economy,” she said.
Furtas spoke to POPSUGAR about the impact of the Russian invasion, the fashion industry’s response to war, running a business during these challenging times, and her hopes for the future. the future of the industry.
Read on for the full interview, edited for clarity.