Total donated since October 2020: $7,754
For our third batch, we wanted to try something a little different. The collection was called Jugha as a tribute to the cemetery that once stood in the town of Julfa (“Jugha” in Armenian), Nakhchivan. Once considered the world’s largest ancient Armenian cemetery and composed of thousands of khachkars, it was completely destroyed by the Azerbaijani government between 1998 and 2006. The deconstructed designs symbolized the fragments of khachkars and aimed to show that although broken, the stones still carry the same beauty and history.
We also created the sweatpants with our friends at Tatik Streetwear. Fun stuff!
After our first collection, a lot of you were messaging and emailing us asking when we’d have the k’ar sweater back in stock. We also had requests to create a hoodie with the same design. So we delivered! We started the year off with the Nor K’ar sweater and hoodie (nor = new). This time though, we revamped the sleeve design and introduced woven neck labels to the bunch. It was also then that we added a feature enabling our customers to pick the Armenian non-profit they wanted us to donate to on their behalf. It was also an immense honor to see pictures of the great Vahe Berberian wearing one of our hoodies!
Our first collection started with the original K’ar sweater (k’ar = stone). The concept was to recreate stone carvings of khachkars with a pigment-dyed, sand color garment, with puff printed motifs to add texture to the prints. There wasn’t supposed to be anything beyond that! It was just a way to get our non-Armenian friends to donate some money for Artsakh. But when Serj Tankian from System Of A Down reposted the sweater, things took an unexpected turn (oh and also our 14 year-old selves were freaking out). Within a few hours, we had sold 100+ sweaters and ran out of stock (thank you Serj!). Immediately, we got back to work and added more designs such as the Duduk tee (Duduk = Armenian flute) and the Yergir hoodie (Yergir = Country). We sold out three more times by the end of 2020.