FUIB presented “Generation 91” – Independence merch that helps save lives
«Generation 91» from FUIB — four Ukrainian brands, four symbols of Independence and one common goal — to help save lives
«Generation 91» from FUIB — four Ukrainian brands, four symbols of Independence and one common goal — to help save lives
The Ukrainian consumer perceives the choice of a bank not simply as a search for a financial institution to meet their needs. In conditions of full-scale war and historical challenges, an effective service or a convenient application is only the basic norm, while true loyalty is built around the social responsibility of business. For Ukrainians, this becomes the main marker: such a business works not only for profit, but stands shoulder to shoulder with society and works for a common victory and the future of the country.
It is especially relevant to remember this on the eve of the greatest national holiday — Independence Day. After all, Independence is not just a memorable date on the calendar. It is built every day from the decisions and actions of people who create the future of our state, and is also defended every day by our defenders.
«Generation 91»: shared values instead of age in the passport
It was this philosophy that inspired FUIB, as part of the social initiative «We Are of the Same Blood», to launch a new charitable line of merchandise «Generation 91» together with partners. Four domestic brands also participated in its creation: CHER'17, GAPTUVALNYA, SOVA, and Have A Rest.
This project is not about a specific date of birth, but about a common mentality and identity, about the unity of all who connect their lives with a free Ukraine. It is about a community united not by age, but tempered by common challenges, pains, memories and victories. These are people who did not simply inherit Independence, but fight for it and build it themselves every day.
Four perspectives on a single story
The concept of the Generation 91 merchandise for the 35th anniversary of Ukraine’s Independence is to reinterpret familiar symbols and events that have already been imprinted in our recent history. For the first time, four Ukrainian brands have come together in one project, each of which expressed the vision of Independence through its unique design.
A historic moment. CHER'17 recreated on a T-shirt an archival photo by Pavlo Pashchenko, depicting Levko Lukyanenko immediately after the adoption of the historic decision by the Verkhovna Rada. This shot represents the beginning of a new countdown.
Word. The GAPTUVALNYA brand transferred the original text of the Act of Proclamation of Independence of Ukraine to the embroidery. Thus, the document that laid the foundations of our sovereignty became a harmonious element of the outfit.
Birth. Have A Rest designed a shopper with the tag «Generation 91», stylized as a newborn’s hospital bracelet. Just as every child receives its first document, the restored Ukraine received its birth certificate on August 24, 1991.
Identity. SOVA Jewelry House has presented a new interpretation of the international country code UA. In a silver ornament with the inscription «Generation 91», this code is deciphered as YOU ARE Generation 91 («You are Generation 91») — a reminder of everyone’s personal contribution to the future of the state.
All products in the collection contain the branded marker «Generation 91», which connects various items into a single semantic whole.
«Our project „We Are of the Same Blood“ is an example of how socially responsible business, creativity and responsibility can work together. „Generation 91“ continues this idea: we rethink the symbols of Independence and at the same time turn every purchase into concrete help to save lives»
Faces of the campaign: four living stories
The project’s ambassadors were individuals whose experience and activities reflect different facets of modern Ukraine.
- Serhiy Zhadan is a writer and frontman of a rock band who embodies the power of Ukrainian culture and words;
- Jamala is a singer, winner of the Shevchenko Prize, who broadcasts the voice of Ukraine to the whole world;
- Vadim Voroshilov («Karaya») is a military pilot, Hero of Ukraine, who protects our skies;
- Oleksandra Pascal is a 10-year-old gymnast who lost her leg due to enemy shelling, but is an example of indomitability and the future of Ukraine.
Especially for the campaign, Serhiy Zhadan wrote a poem about «Generation 91», which became its manifesto and united all participants around the main idea: Independence is created daily by the actions of specific people.
Life-saving clothing and accessories
«Generation 91» is not only about identity, but also about practical support.
As in all collections of the «We Are of the Same Blood» project, there is a clear charitable component here: 50% of the cost of each product is transferred by FUIB to the purchase of tactical medicine, equipment for combat medics, and blood transfusion systems for health posts.
In total, during the project’s existence, it has already managed to provide assistance that has helped save over 263,000 lives.
So, «Generation 91» is more than a line of merch. It’s about self-awareness, memory, and effective care. This is precisely the philosophy of the «We Are of One Blood» project: to unite citizens not only with slogans, but also with real deeds that save lives.
Where to buy
The collection is presented on the official website of the project, in a special corner in the capital’s TSUM department store, as well as in partner brand chains. You can find the full range and addresses on this page.
For FUIB, social responsibility is not a one-time action, but a fundamental principle of work. Since the beginning of the full-scale invasion, the bank has allocated over UAH 1.4 billion to support the army, social projects, and the approach of victory.
FUIB is more than a profitable bank for clients!
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