When Madison Fleischer saw what was happening in Ukraine via the news and social media, she knew she wanted to find a way to help.
The 23-year-old student from Surrey, whose maternal great-grandparents hailed from Lviv, started brainstorming ideas with her mother Lisa in the hopes of hatching a plan that would help them to provide some support.
“My mother looked at me and said, ‘We need to help. We need to do something,’ ” Fleischer recalled in an email, noting that it was the efforts and pleas of Ukrainian President Volodymyr Zelenskyy that further spurred the ambition to assist.“I decided to get the ball rolling in the most creative, long-term way to show ones support — by wearing it,” she says of the small clothing startup launched on March 26, which sees full proceeds donated toward causes in support of Ukraine.
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