«Generation 91»: PUMB launches charity merch for the 35th Anniversary of Independence, with 50% of sales going to save lives

On the eve of the 35th anniversary of Ukraine's Independence (August 24, 2026), PUMB presented a new charity collection called «Generation 91» as part of the social project «We Are One Blood». For the first time, a single drop united four Ukrainian brands — CHER'17, GAPTUVALNYA, SOVA, and Have A Rest — each telling a separate chapter of the history of an independent country through their own style. As the bank emphasizes, independence «does not begin or end on a single date»: it consists of moments, decisions, words, symbols, and people who daily determine the future of the state.

Not a birth year, but a shared identity of an era

The key concept of the collection is the reinterpretation of symbols that have already become part of modern Ukrainian history, rather than creating new ones. «Generation 91» is not about the year of birth, but about a shared identity: about everyone who lives in independent Ukraine, regardless of whether they were born before or after 1991. According to PUMB representatives, this is a generation formed by common events, challenges, victories, losses, and memory, which «did not simply receive Independence as a given, but continues to create it today». All items are united by a common «Generation 91» mark, turning individual items into parts of one story.

Four brands — four stories of Independence

GAPTUVALNYA transfers the words of the Act of Declaration of Independence of Ukraine onto fabric: the text that became the foundation of the new state is literally woven into the embroidered shirt. CHER'17 turns to the moment of the birth of modern Ukraine — the T-shirt features an archival photo of Pavlo Pashchenko with Levko Lukyanenko after the Verkhovna Rada declared independence, which became the emblem of the beginning of the new era. Have A Rest created a tote bag with a symbolic «Generation 91» tag, styled like a newborn's name tag: just as a child receives their first birth certificate, so too does Ukrainian independence have its own day — August 24, 1991. SOVA reinterprets the country's international code: in a silver piece of jewelry engraved with «Generation 91», the abbreviation receives a new reading — UA = YOU ARE Generation 91 («You exist. You belong to the generation that is shaping the country's future today»).

Charitable mission: 50% of the order goes to tactical medicine

Like every collection of the «We Are One Blood» project, «Generation 91» has a specific social goal: PUMB directs 50% of the cost of each order to the purchase of hemostatic agents for tactical medicine, equipment for paramedics, and blood storage and transfusion systems for stabilization points. During the existence of the project, according to the bank, it was possible to help save more than 263 thousand lives. PUMB Marketing Director Ksenia Sikorska notes that the project demonstrates how socially responsible business, creativity, and responsibility work together, turning every purchase into concrete help.

Faces of the campaign and poet Serhiy Zhadan's poetic manifesto

The faces of the campaign are people who experience Ukrainian Independence in different ways but together form the portrait of the modern generation. Specially for the project, poet Serhiy Zhadan created an original poem about «Generation 91», which became the manifesto of the campaign, uniting its heroes, brands, and the main idea: independence is born every day thanks to people. For PUMB, responsible business is not one-off actions, but a systemic part of its activity: since the beginning of the full-scale war, the bank's total investments in approaching victory and developing the country have amounted to more than 1.4 billion UAH. The collection is available online on the «We Are One Blood» platform, in the project corner at TsUM, and in the stores of partner brands.