Lifestyle

World Boxing Champion Oleksandr Usyk Becomes the Face of DAMIRLI and DTEK’s Powerful “Fight for Light” Campaign

May 5, 2025

Ukrainian fashion brand DAMIRLI, known for its contemporary aesthetic and socially conscious ethos, has unveiled a bold new clothing collection that honors one of the vital and high-risk professions in Ukraine today: energy workers.

The collection was created in collaboration with DTEK, one of the largest Ukrainian private energy companies, and pays tribute to those who tirelessly work on the frontlines of infrastructure restoration amid the full-scale war.

At the heart of this emotionally charged campaign stands Oleksandr Usyk, the undisputed world boxing champion and proud Ukrainian. By lending his voice and presence to the initiative, Usyk supports the people who are literally powering the country through wartime.

Titled “Fight for Light,” the campaign transcends fashion. It is a manifesto of resilience, gratitude, and solidarity. Both the design and message of the collection are inspired by the uniforms of Ukraine’s energy workers—individuals who operate in some of the harshest and most dangerous conditions to bring power back to cities, towns, and homes. These silent heroes help keep the country going, even as its energy infrastructure endures constant attacks.

The centerpiece of the collection is a jacket modeled after the rugged, functional gear worn by real energy crews. But its impact goes far beyond practicality. Embroidered with the powerful slogan “Fight for Light,” the jacket becomes a symbol of the unbreakable spirit of the Ukrainian people and a call to recognize those whose work often remains in the shadows. For DAMIRLI, fashion becomes a form of storytelling—each garment capturing perseverance, unity, and hope.

World Boxing Champion Oleksandr Usyk Becomes the Face of DAMIRLI and DTEK’s Powerful “Fight for Light” Campaign — Photo Courtesy: DAMIRLI & DTEK / @fesschuk

Oleksandr Usyk is a natural choice to lead the campaign. Not only is he an international sports icon, but he has also consistently raised awareness about Ukraine’s struggles during the war, including the critical situation in the energy sector. His personal commitment to supporting energy workers deeply aligns with the collection’s purpose.

“My inspiration comes from God, my family, and the people,” said Usyk. “The light burns inside us—it doesn’t surrender to darkness. It’s not just around us; it lives within. It can’t be switched off, extinguished, or stopped. It burns in our will, our actions, our victories. It shines through the true heroes—energy workers who fight every day to ensure that every home has light. ‘Fight for Light’ is our fight for a light that never fades.”

The campaign holds not only a symbolic, but also a tangible impact. All proceeds from jacket sales will fund psychological support for children who have lost parents due to the war, in partnership with the NGO Gen.Ukrainian. In honoring the past and present sacrifices of energy workers, the initiative also looks to protect Ukraine’s most vulnerable—its children.

“We want this clothing to tell the story of Ukraine’s resilience,” DAMIRLI representatives shared. “Every Ukrainian defends the country in their own way—rebuilding what has been destroyed and restoring the light of hope for those who need it most. This jacket is more than just apparel. It is a symbol of support and a way to express gratitude to those keeping the nation going through its darkest hours.”

At a time when fashion can feel disconnected from real-world crises, DAMIRLI and DTEK have created a collection that is both tribute and catalyst. With Usyk as its face and “Fight for Light” as its rallying cry, the campaign proves how style, courage, and compassion can come together to spark meaningful change.

About DAMIRLI

DAMIRLI is the menswear line of the Ukrainian fashion house GASANOVA, celebrated for its refined design and craftsmanship. The brand has created outfits for President Volodymyr Zelensky on numerous high-profile occasions.