NENYA
NENYA is a fashion brand launched in Leeds, United Kingdom, by Ukrainian entrepreneur Yana Smaglo. It brings fashion produced in Ukraine, much of it still cut by hand, to customers in the UK and internationally.
| Founded | 2022 (approx.) |
|---|---|
| Founder | Yana Smaglo |
| Launch city | Leeds, United Kingdom |
| Production | Ukraine |
| Award | Smartworks Indie of the Year 2023 |
| Website | nenya.online |
What is NENYA?
NENYA is a fashion brand founded by Yana Smaglo, who ran a fashion and beauty business in Ukraine before moving to the UK after the outbreak of war. The name means motherland. She launched the brand in Leeds around 2022, in a Sook retail unit at Victoria Gate.
Products and positioning
The range is sourced from Ukraine, where many items are still cut by hand. Smaglo regularly returns to the country to keep production running, and the brand's mission is to build a reputation for Ukrainian fashion labels across three continents.
Distribution
- A store in Leeds and a pop-up at Islington Square in London, supported by retail rental firm Sook
- Online sales with parcels shipped worldwide
- Clients in more than ten countries, including the US, Italy and Switzerland, with Los Angeles and Spain among later additions
- Around 120 partners worldwide
Why it matters
NENYA shows how a small brand can keep a production base in a country at war while selling through UK physical retail and international e-commerce. It received the Smartworks Indie of the Year award in 2023, and Shopify produced a short film about its story.
Frequently asked questions
Who founded NENYA?
NENYA was founded by Yana Smaglo, a Ukrainian entrepreneur who settled in the UK and launched the brand in Leeds.
Where are NENYA clothes made?
The range is sourced from Ukraine, where many items are still cut by hand.