TikTok’s Career Ladder Creator Max Klymenko and Etnodim Turn Ukraine’s Fading Traditional Crafts Into Charity Shirt

Ukrainian embroidered clothing brand Etnodim has partnered with British content creator of Ukrainian origin Max Klymenko to launch a charity shirt inspired by his popular TikTok series Career Ladder, with profits from sales going toward supporting Ukrainian children affected by Russia’s war.

The collaboration brings together Klymenko’s internationally recognized social media project, which has helped him attract nearly 10 million TikTok followers, and traditional Ukrainian craftsmanship.

In his Career Ladder series, Klymenko interviews people from a wide range of professions, including public figures such as Will Smith, Gordon Ramsay, French President Emmanuel Macron, and European Commission President Ursula von der Leyen.

The concept of exploring different careers inspired Klymenko and the Etnodim team to highlight traditional Ukrainian occupations, some of which are gradually disappearing.

The resulting shirt features embroidered representations of historic crafts and professions, including blacksmithing, pottery, harvesting, and milling, reflecting the importance of preserving Ukraine’s cultural heritage.

“We wanted to convey the idea of equal opportunities without stereotypes and remind people that every profession has its own value. The embroidery features traditional Ukrainian crafts that are gradually disappearing, including blacksmithing, pottery, harvesting and milling. The composition on the shirt’s side panel is inspired by Apple Picker, a work by Ukrainian artist Oleksandr Saienko,” the Etnodim team explains.

Beyond its connection to the TikTok series, the design also draws on Klymenko’s personal memories of growing up in Ukraine, particularly his childhood experiences with his grandmother.

According to the press release, conversations about his upbringing, family memories, and current work helped shape the creative direction of the collaboration.

“When I think about my childhood, I immediately think of my grandmother: the time I spent with her, the little forts made of yarn I used to build when visiting her, and all the wonderful things in her house that have stayed in my memory. Decorative plates, a large wooden spoon with classic red and colourful Ukrainian patterns, and a knitted picture of Mykolaiv landscapes hanging on the wall—that picture is probably the most vivid work of art I remember from childhood,” Klymenko said.

The partnership also reflects Klymenko’s continued involvement in charitable initiatives supporting Ukraine and his efforts to introduce Ukrainian culture and experiences to international audiences.

As part of the initiative, profits from sales of the Career Ladder shirt will be donated to Kids of Ukraine to support its SviTY programme, which assists teenagers affected by the war.

The programme focuses on emotional recovery, education, and personal development, helping young people acquire new skills, identify their strengths, and explore future career opportunities.

Through the collaboration, Etnodim and Klymenko aim to combine the promotion of traditional Ukrainian crafts with practical support for children and teenagers navigating their futures amid the ongoing war.

In another recent collaboration, German sportswear brand PUMA joined forces with Ukrainian fashion label CHER’17, marking its first partnership with a local fashion brand in Ukraine.

According to a press release, the CHER’17 x PUMA collection explores the unpredictability of everyday life under the campaign slogan “No plan is a plan.” The collection reinterprets PUMA’s signature designs through details inspired by unexpected mishaps and everyday imperfections.

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