The Second Life of Denim. How KSENIASCHNAIDER Combines Style and Eco-Consciousness

A conscious approach to garment production, the use of recycled materials, and creative designs — all of this defines the brand KSENIASCHNAIDER, founded by Ksenia and her husband Anton Schneider in 2011.

The brand’s signature lies in its denim pieces crafted from vintage jeans and upcycled materials. Thanks to their unconventional jean models and asymmetric silhouettes, KSENIASCHNAIDER has gained global recognition and continues to grow, promoting Ukrainian fashion. The brand frequently incorporates elements of traditional Ukrainian style into its designs.

One of their most iconic pieces is the Demi-Denims — a hybrid of denim short or skirt and full-length jeans.

Beyond Ukraine, the brand is loved by international celebrities like Bella Hadid, Dua Lipa, Selena Gomez, and others, who often style their outfits with KSENIASCHNAIDER pieces. The brand’s boutiques are represented across Europe, Asia, and the U.S.

As a result KSENIASCHNAIDER regularly collaborates with other brands, merging audiences, expanding its reach, and introducing fresh perspectives on style.One of the brand’s most iconic partnerships was with Adidas Originals — making KSENIASCHNAIDER the first Ukrainian brand to work with them. Together, they created unique denim pieces from upcycled materials, blending denim with classic Adidas sportswear aesthetics. The collection was a success, prompting its continuation in 2024.

The second drop of the collection introduced unexpected elements for a sportswear brand, such as knitwear, along with new denim pieces and footwear infused with the KSENIASCHNAIDER x Adidas aesthetic.

Details that drew the most attention:

• Green price tags styled as product stickers,

• Knitted components,

• The word “Superzірка” (“Superstar” in Ukrainian) instead of the classic “Superstar” logo on the Adidas Superstar sneaker,

• Cotton recycled denim,

• Use of patchwork techniques.

  
  

Therefore in Ukraine, the faces of the campaign were judo champion Daria Bilodid and singer Jerry Heil, who embodied the spirit of the collection perfectly.

In addition to Adidas, KSENIASCHNAIDER has also collaborated with The North Face, American premium denim brand DL1961, Ukrainian handcrafted label Hvoya, and more.

The brand continues to work with international companies, spreading Ukrainian fashion and sustainable design across the globe while advocating for their philosophy and the importance of environmental care.