We launched in October 2020 to raise money for the indigenous Armenian people of Artsakh. In only 3 days, we sold out of our first collection, and after restocking 3 times within two months, we were able to donate $6,504 to Armenia Fund.
Our designs are inspired by the motifs found on Armenian cross-stones, also known as Khachkars. We carefully pick high-quality garments and recreate the texture of stone carvings through puff print graphics.
We release a new collection every month, with a limited supply to make every item feel unique. This also pushes us to constantly reinvent ourselves creatively. You can get access each new collection 24 hours before everyone else by signing up
(email only, no credit card needed).
10% of all revenue is donated towards humanitarian aid for the people of Artsakh and Armenia and the advancement of Armenians worldwide. For each collection, we partner with a set of non-profit organizations and let you pick which one you'd like us to donate to.
Azadenk is my way of taking Armenian culture into the mainstream. I recently wrote a piece about it in Armenian Weekly
if you're interested!
Sirov (with love),