Ukrainian fashion label ‘Nenya’ celebrates 2 years since launch

Arriving in the UK over 2yrs ago, Yana Smaglo was determined to make a new life for herself, whilst escaping the war in Ukraine. Her fashion brand, Nenya, which means motherland, has not only taken off but is now being sold worldwide, with Los Angeles and Spain the most recent additions to the list. Thanks to the support of her team in Yorkshire, she now has 120 partners, and is going from strength to strength.

Yana added, “It’s been two incredible years since the founding of Nenya, a project that has become my life 24/7, filled with challenges, triumphs, and passion. We've seen it all, and there's still so much more ahead.

Highlights of the journey include being awarded Indie of the Year by Smartworks last year; being honoured to be listed among 42 successful people under 42 with Business Insider earlier this year; continuous support from the press covering my journey; Shopify even made a short film about our story. Every day is about moving forward. The journey isn’t easy, but perseverance is key! Our main mission is to build a reputation for Ukrainian brands across three continents. Despite the war, we’re proving to be reliable partners producing competitive goods.”

Yana regularly returns to Ukraine to source the fashion labels, support her countries economy as a result and keep production going back home. She added, “I’m proud to say we’re succeeding with 120 partners worldwide, no production delays in 2 years, even with supply and electricity challenges due to the ongoing war, and we have delivered our parcels globally, on time, every time. Ukrainian suppliers are adapting to the new realities. It’s not easy, but the wisest are thriving. The hardest part? The waiting. Delaying life, putting business first, without guarantees that it will all work out. But every risk we take is worth it because the future depends on us.”