Endless rows of vineyards vanishing into the horizon through tinted 20/70s. Mildly clouded wine glasses hooked on a metal display stand. Massive palazzos I could probably safely fly over the Grand Canyon in and a Cher’17 polo I swore didn’t speak to my style for decades.
Social media became a vortex of anxiety with a feed that never slaps you with “you’re all caught up.” AI blows through gallons of water to generate pixelated influencers, and the days of sharing a Valencia cup of Starbucks are so far gone, they feel like a dream.
Maybe I sound like our parents and parents’ parents “back in the good ole days” rant, but the current social media, fashion and blogging narratives and trends are so dense, it’s a challenge and a half to elbow through the crowd of overconsumption, #ads and purpose-less narratives. And somewhere between a cheese cracker and another sip of Cab at the NJ Working Dog Winery, I was reminded – I started this thing in 2016 as a diary for thoughts, concepts, ideas, visuals, creativity and a narrative that truly gives me purpose and makes a difference. I’ve been preaching about the tiniest drops of action making a difference and somewhere in this noise, I fell into inaction myself. Breaks and pauses are important, but taking away our voice leads to nothing more than your voice vanishing from the discourse. Even if the algorithm gods aren’t playing nice, that doesn’t matter when you have a purpose and ideas you truly believe in.
So I started thinking – what’s next?
The answer turned out to be pretty simple: wherever I find the most inspiration and purpose. Fashion has become the entry point into much bigger conversations on this blog – identity, travel, values and home. Now, I want to take this space in a more intentional direction by putting Ukrainian brands at the center. Brands that deserve far more global recognition. “Made in Ukraine” labels in the spotlight. Sustainability as the foundation. NYC and the rest of the world as the backdrop. “That’s actually so necessary and really missing in the English-speaking fashion discourse,” Vika, the founder of March6teen and a fellow Ukrainian entrepreneur in NYC, told me. I’m careful not to make sweeping declarations. My shift toward ethical fashion and thrifting back in 2019 didn’t happen overnight either – it started as a series of small chapters documenting my attempts to break free from overconsumption. But today, this direction for innabose.com feels right. And for the first time in a long time, I’m genuinely excited about where it’s going.
Now, here I am, sitting on my bedroom floor with a MacBook on my lap, realizing there’s no time like the present. The two Ukrainian brands featured in this post are an old favorite, Blackwood Bags, and a newer cult favorite, Cher’17, an innovative label that’s incredibly well known and loved in Kyiv. I first discovered Blackwood Bags at Vsi Svoi during one of those trips where Matt and I manically swiped our cards across what felt like half the store, convinced we’d be wearing those pieces for the next decade. This bag probably gets more “Where did you get it?” comments than anything else I own. I’ve purchased from this Odesa-based brand multiple times, and every experience has been the same: impeccable quality, incredible versatility and pieces that truly stand the test of time. You can spot this bag throughout years of posts on this blog.
Cher’17 has been on my radar for years as well. Founded by Tanya Parfileva, one of Ukraine’s biggest fashion trendsetters, her brand speaks to buyers who are trend-aware, young at heart and always a step ahead. The polo is comfortable, held its shape after washing and fits true to size – what you see online is exactly what arrives at your door. As a marketing leader by day, I also follow their campaigns with notifications firmly turned on. Cher’17 doesn’t just launch collections; it builds anticipation and emotional connection long before a capsule drops. You’re investing in a story before you’re buying a garment. One of their recent collections leaned into 1920s nostalgia in a way that felt both bittersweet and incredibly clever, creating demand well before the first pieces were even revealed. One shopping note if you’re ordering to the U.S.: I did have to pay import tariffs shipping to NYC – because apparently we’re just too great again.
On this blog, we talk about ethical fashion, brands and trends transforming the industry and we also support Ukraine – quick break to donate $5!
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