Woolkrafts: The Ukrainian Blanket as a Statement

Today, we're shining a light on Woolkrafts, a brand that has redefined our perception of Ukrainian blankets. No longer just a seasonal staple, Woolkrafts has transformed blankets into stylish, year-round accessories that seamlessly align with modern trends and customer needs. After all, warmth is what makes a house feel like home. Being pioneers in changing the perception of such a traditional item hasn’t been easy, but it’s been an exciting journey. SWU caught up with co-founders Oleg and Yaroslav to explore their beginnings, the production process, sustainability efforts, collaborations with artists, and the heartwarming feedback from their customers. So, sit back and enjoy a knitted story that tugs at the heartstrings.

Can you tell us about the origins of Woolkrafts and what inspired you to start this company?

The idea for this business came from a personal moment: we needed the perfect gift for our loved ones, and a cozy blanket stood out as the ultimate choice. It’s not just a gesture of care, but a gift that warms both the heart and body — a timeless and thoughtful solution for any occasion.

From the start, it was crucial to produce in Ukraine, as this allowed us to create job opportunities and introduce modern approaches to an old-fashioned industry.

Our backgrounds in design, marketing, and finance enabled us to launch the business with minimal costs. We designed the products, developed the packaging, and managed the website and marketing ourselves. With Oleg’s expertise in financial calculations, we successfully handled everything internally without the need for outsourced assistance.

It may seem unusual, but we sold our very first blanket at the beginning of summer — on June 1, 2014 — marking the start of a journey rooted in warmth, care, and comfort. Our first clients were a young, sweet couple who came to us with such positive energy, we still remember it today. Their enthusiasm made us feel like we were truly on the right path, setting the tone for everything that followed.

How does Woolkrafts approach sustainability in its production processes?

As a brand manufacturer Woolkrafts does care about the planet and is eager to uphold fundamental sustainability principles in our work. 

Namely, we use only safe, hypoallergenic, certified materials (cotton, acrylic and wool) that adhere to international animal protection standards. The dimensions of our products and the format of their packaging are designed to minimize space during transportation. This process optimization reduces our environmental impact and lowers CO2 emissions. 

Moreover we are against overproduction; therefore, we only produce the amount of products that we are confident will be sold within a specific timeframe. At the same time we are advocates of 'slow fashion,' that means we prefer to create products that will serve you for many years. 

Our collaborations with partners and suppliers are grounded in compliance with human rights and laws, employee health and safety, environmental protection, sustainable production and consumption, and ethical business practices.

Can you share any memorable customer feedback that has influenced your product offerings?

In over 10 years of Woolkrafts, we've gathered countless heartfelt stories from our customers. We love hearing how our products bring comfort and warmth into their lives. Each story strengthens the emotional bond between our creations and the people who choose them. It's feedback like this that inspires us to keep doing what we do best!

One memorable story came from a family who buys our blankets every year for the holiday season. They told us that Woolkrafts blankets are now an essential part of their Christmas 'movie marathons.' Even better, they give them to friends, 'initiating' them into their cozy club. This heartwarming story showed us how our blankets have become a cherished family tradition, passed down year after year.

Another customer shared a touching story of gifting our Kyiv blanket to his beloved, who had to move to another country. He wanted it to be a reminder of home, even from miles away. It was a beautiful reminder that our blankets aren’t just about warmth — they carry the comfort of your hometown, no matter how far you are.

What have been the biggest challenges Woolkrafts has faced, and how have you overcome them?

Beyond the supply, logistics, and sales challenges many businesses faced in the early months of the full-scale war, our biggest hurdle was battling the outdated perception of blankets as boring and old-fashioned. 

Blankets were often seen as outdated, utilitarian objects, tied to old-fashioned interiors and uninspired designs. We set out to change that mindset — to show the market that a blanket can be both functional and a stylish home accessory, elevating interiors while reflecting personal style. And not only in autumn and winter, but year-round. 

We tackled this challenge by investing in creative design and teaming up with local artists, allowing us to craft unique collections that blend tradition with contemporary trends. With bright graphic patterns, bold color choices, and high-quality materials, our blankets have captured the attention of a younger audience that once overlooked this product.

This is how we gradually transformed the perception of blankets, turning them from a simple item into a fashionable accessory that aligns with modern trends and customer needs. Being the first to change the approach to a traditional product and to do it differently was not easy, but it was incredibly exciting.

What are some upcoming projects or product launches that Woolkrafts is excited about?

​​As autumn and Christmas approach, we’re traditionally buzzing with new projects and products! We have several exciting collaborations in the pipeline with fresh partners, and we can’t wait to unveil the results! Stay tuned :)

Have you collaborated with any other brands or designers? If so, can you tell us about those partnerships?

Absolutely! We were thrilled to team up with world-class Ukrainian artists like Volodymyr Manzhos, a.k.a. Waone Interesni Kazki as well as ​​US-based artists like MIles McGregor, a.k.a EL MAC, and Brandon Monroe. 

Our creative journey also included incredible Ukrainian talents like Serhii Maidukov, Artem Proot, Graphoman, Lilit Sarkisian, Viktor Grudakov, Nastia Zherebets’ka and so many more..

Plus, we loved collaborating with dynamic partners like Prjctr Institute, Platfor.ma, Saint Javelin, MOT Object, Banda Agency, Playersgetready, Zalizna Kramnytsia and many other amazing allies. 

Check out the 'Projects' section on our website to uncover even more vibrant and exciting endeavors.

Can you share any community initiatives or social impact projects that Woolkrafts is involved in?

Of course, here are some bright examples:

1. Brave to be Ukraine / Ukrainian bravery & Banda

Throughout 2022, the call — BE BRAVE LIKE UKRAINE — resounded loudly over the world as part of a powerful international campaign. Having embodied it in the format of a knitted blanket, we had no idea how popular it would become, both among Ukrainians and foreign audiences.

Thanks to its powerful message, the Brave blanket has become an essential item at countless rallies worldwide in support of Ukraine. Brave blanket is  a kind of loudspeaker of Ukraine — a voice, a statement, a symbolic thing and an artifact of our time.

2. Your cozy Shelter blanket (Ukryttia) / Prjctr Institute

This blanket carries not only a practical and aesthetic mission, but also a charitable one — 30% of the profit is deducted to the Projector Foundation for scholarships for Ukrainian women who lost their homes and jobs due to the war, in order to teach them professions in the creative & tech industries.

3. Sweaters that embrace you with the warmth of your native regions / Platfor.ma

From the beginning, the new project with sweaters was planned as a charity initiative. This time the focus was on the support of the 3rd Separate Assault Brigade. Thus, together with the KOLO foundation, in the period from October 2023 to February 2024, thanks to the sale of sweaters of the collection, it was possible to collect more than UAH 1,200,000, which was directed to the purchase of FPV drones for Ukraine’s defenders.

4. Wartime art / MOT Object x Serhii Maidukov

"Module of Temporality" is a temporary cultural space from the don't Take Fake team. The project started in Kyiv in February 2023: an exhibition with the participation of 28 artists from 10 countries and a series of special events took place for three months in a two-story structure built from 27 container modules. In May, the project went on a tour of Ukrainian cities and visited Dnipro, Lutsk and Lviv.

The goal of MOT is to demonstrate that large-scale cultural projects are possible in Ukraine even during the war, and to raise funds for the restoration of cultural institutions that suffered as a result of russian aggression.

During the exhibition, the MOT blanket from the triple collaboration was sold exclusively in the offline store of the art space. And a percentage of the sales was directed to the restoration of cultural heritage sites of Ukraine.

5. Warm with word & blanket / Playersgetready

Mental health has emerged as a top priority in recent years, especially during the full-scale war.  As part of the launch of a new game format, the Ukrainian brand of psychological board games Playersgetready teamed up with us to jointly create a brand new blanket to make playing even warmer and cozier.

The design of the blanket features the eloquent and caring phrase — "Warm me with a word", which matches perfectly with the new card game "Explain it differently: psychological words". Getting to know each other can be mysterious, interesting, exciting, sometimes even a little scary, but always fulfilling for the relationship. And a soft blanket will accompany frank conversations full of emotions and experiences with a special comfort.

Do you offer any bespoke or custom-made products? If so, what has been the most unique request you've received?

Yes, we frequently handle individual orders, particularly for corporate clients, offering the opportunity to create a unique design that reflects the company's brand. This may include using corporate colors, logos, or even specially designed artwork. This approach allows us to create not just a gift, but a unique product that highlights the company’s individuality and strengthens its connection with partners and employees.

For retail customers, we also offer blanket personalization with unique embroidery, allowing to add a name or any symbolic message. This gives the blanket a special meaning and mood, making it even more cherished.

One of the most memorable orders we received was a collection of personalized blankets featuring initials for the staff of a large international company. The customer envisioned each employee receiving a gift that not only offers warmth but also serves as a meaningful symbol of appreciation for their hard work and dedication.

Can you walk us through the typical design process for a new Woolkrafts product from concept to final product?

The process of creating a new product at Woolkrafts is not rigidly structured; it depends heavily on the situation and inspiration. It often starts with a spark — a concept that ignites during team discussions or from our customers’ requests. From there, we dive into a creative journey, experimenting with various design options, color schemes, and textures, allowing imagination to take the lead.

We don’t stick to a standard plan; instead, we embrace intuition and flexibility, allowing decisions to evolve as new ideas emerge. This creative freedom empowers us to make adjustments even in the later stages. Once the concept is solidified, we dive into selecting the finest materials and production methods, ensuring that every final product meets our high standards of quality and style. Such approach empowers us to craft truly unique products that break free from templates and rigid frameworks.

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