At the beginning of 2026, 4308 brand opened hubs in two cities at once. The Kyiv space evolved from a pop-up store on Reitarska Street, while the Lviv location was launched in collaboration with RIOTDIVISION. DTF Magazine spoke with the 4308 team about the openings, the featured brands, their merch, and how they use clothing to promote a ‘culture of conscious support’
About the locations
In Kyiv, the 4308 pop-up, which operated in the summer of 2025, demonstrated a ‘high level of interest from the audience — both financially and in terms of engagement with the idea of the space’. This was ‘a clear signal that the format works, making the opening of a permanent hub the next logical step’.
Despite the different rhythms and vibes of Kyiv and Lviv, the 4308 team believes that both cities have active communities that need spaces like these.
‘At the same time, we need interaction with the communities of these cities. It was important for us that 4308 didn’t exist within a single environment, but instead developed across different contexts’, 4308 told DTF Magazine.
The team also emphasizes that the decision was based on economic considerations. ‘Kyiv and Lviv provide the necessary foot traffic, genuine interest in what we do, and the opportunity to scale quickly’.
About the concept
The hubs are described as ‘a platform for synergy between veterans of the 12th Azov Brigade, the civilian community, and businesses’. The spaces were created as a meeting point for veterans, service members, and civilians who support the military in various ways.
In Kyiv, the hub combines the 4308 store, a coffee shop, and a space for meetings. In Lviv, the coffee shop is still in development and is expected to open in the spring. The team also plans to open kitchens in both hubs.
Inclusivity is at the core of the hubs’ design. For example, the Kyiv location features sliding doors, a long entrance ramp, an accessible changing room and restroom, shelves positioned at an accessible height, and other accessibility-focused details.
Interior details
The project’s aesthetic is influenced by the British tradition of understated elegance. ‘Our goal was to create a modern space that simultaneously preserves a timeless atmosphere’.
Both locations feature vintage furniture as a way to emphasize a sustainable approach.
During the renovation of the Kyiv hub, the team preserved the anodized aluminum display window frames from the previous space during the renovation, as well as Zeus porcelain tiles — produced by a Ukrainian manufacturer whose factory was destroyed in 2022. ‘We see symbolism in this’, 4308 adds.
The lighting design for the hub was developed in collaboration with Expolight. The Ukrainian company is well-known for its work on Mariupol Freedom Square.
Brands featured in the hubs
The Lviv space features the 4308 brand and Free Azovstal Defenders merch. A RIOTDIVISION showroom also operates there, with an assortment that will partially differ from what is available in Kyiv. The techwear brand also plans to introduce local items, including thematic prints and special drops connected to the city, as well as collaborations with local heroes.
The Kyiv hub features a broader range of partners. It includes merch from the Azov One fundraising department, the Slon FM community, Davyd Khimik, as well as clothing by Azov Artillery, the Neptune community, and lubart.foundation. Items from Free Azovstal Defenders and Azov.Support are also represented here.
‘A shared value system is our primary criteria for selecting partners. We work with initiatives and communities involved in supporting the Azov Special Operations Brigade of the National Guard of Ukraine and the 1st Azov Corps’, the 4308 hub team explains.
The range of featured brands will gradually expand.
Merch as a way to support the military
The 4308 brand was created to support the military through simple and clear actions, but it is also ‘a way to speak to the world through the language of clothing’.
‘Through our visual identity and product quality, we share our core values, creating 4308 apparel for soldiers and civilians alike. By purchasing these items, people support not only specific initiatives but also the very idea of a culture of conscious support’.
The hubs will also be used as venues for events such as lectures, meetings, and presentations. The team hasn’t revealed all their plans yet, but you can follow their Instagram for updates.
Addresses: 12A Observatorna Street, Kyiv
Lviv, 17 Myroslava Skoryka Street (inner courtyard)
The hubs are open daily from 12:00 PM to 8:00 PM.
Coffee shop open daily from 09:00 AM to 09:00 PM.
