Ukrainian crypto media outlet Incrypted has announced the launch of a limited-edition charity merchandise drop inspired by the viral phrase «only apartments are for rent in the south.» The team will direct all proceeds from sales to meet the urgent needs of the Ukrainian military.
Ukrainian crypto media outlet Incrypted has announced the launch of a limited-edition charity merchandise drop inspired by the viral phrase «only apartments are for rent in the south.» The team will direct all proceeds from sales to meet the urgent needs of the Ukrainian military.
The phrase «only apartments are for rent in the south» has become one of the most recognizable wartime memes in recent days — as a response to the massive shelling and power outages in southern Ukraine. The expression went viral on social media and quickly went beyond them: it began to be quoted by the media and mentioned on TV.
The author of the original post was Head of SMM Incrypted Iryna Samoilova, who published the phrase in Threads against the backdrop of the difficult situation in Odessa after another shelling and large-scale problems with electricity.
Iryna Samoilova, Head of SMM Incrypted: «I didn’t expect that this particular phrase would be so popular. At that moment, I wanted to share a simple feeling: even in difficult days, you can find something to hold on to — support for each other and humor. This quote is about the entire south and about everyone who doesn’t give up. Because in the south, only apartments are for rent.»
After the phrase went viral, the Incrypted team decided to turn the public outcry into practical help for the military and launched a limited-edition merch drop.
«These words reminded us of how, at the beginning of a full-scale war, short, apt phrases kept us going, bringing people together. And then it became obvious: this needs to be turned into a story with donations and real support for our defenders,» says Ivan Pavlovsky, CEO of Incrypted.
Even before the official launch of the merch shop, the team held a quick fundraiser by raffle-ing off five T-shirts. The initiative raised about UAH 35,000 to purchase the necessary equipment for one of the units of the 3rd separate assault brigade. The fundraiser was organized jointly with the Rebel Volunteers Foundation.
Currently, T-shirts with several print options are available. The range will be expanded in the future — there are plans to include mugs, caps, and other charity merch.
All profits from sales will be directed to supporting the Ukrainian military on an ongoing basis.
The team dedicates this drop to the brave residents of southern cities — those whose endurance, mutual support, and humor have become a symbol of resilience: Kherson, Mykolaiv, Zaporizhia, Odessa, and Mariupol.
This is not the first time Incrypted has implemented charitable projects together with the community. In particular, in February 2023, the platform, together with the Ministry of Digital Affairs and UNITED24, launched the UaCatsDivision NFT project — a charitable mint of the Ukrainian Armed Forces SEALs, the purpose of which was to raise funds for a fleet of naval drones.
During the first hours of the collection’s sale, 3,500,000 hryvnias were raised, which allowed the Ministry of Defense to finance the purchase of combat drones. The organizers noted at the time that, despite the load on the regular payment gateway, cryptocurrency payment instruments «worked like clockwork.»
In June 2025, during the Incrypted Conference 2025 in Kyiv, the team raised almost 750,000 hryvnias to support the Ukrainian military. The funds were used to purchase a pickup truck for the 157th Brigade and drones for the Special Operations Forces.
Even earlier, in November, as part of the Incrypted Birthday Meetup, dedicated to the company’s eighth anniversary, a charity auction was held, the results of which were donated to the 96th Anti-Aircraft Missile Brigade of Kyiv.
About Incrypted
Incrypted is the largest Ukrainian media outlet about cryptocurrencies, blockchain technologies, and the Web3 industry. Since 2017, the Incrypted team has been actively developing the local crypto community and organizing the largest industry events in Ukraine, including the Incrypted Conference and Ukrainian Blockchain Week .
