"Only apartments are rented in the south": Incrypted launches charity merchandise in support of the Ukrainian Armed Forces
Date: 2025-12-23 Author: Henry Casey Categories: BUSINESS
During one of the most difficult periods for Odesa, when the city experienced massive strikes and widespread power outages, the expression "only apartments are rented in the south" unexpectedly gained traction on Ukrainian social media. This phrase quickly became a symbol of resilience, self-irony, and internal resistance among residents of southern Ukraine amid constant attacks from the Russian Federation.
The source of the quote was a Threads post by Irina Samoylova, Head of SMM at Incrypted. In her post, she responded to the latest shelling of Odesa and the ensuing blackout, capturing the general mood of the city's residents—weariness mixed with humor and a refusal to panic. Unexpectedly for its author, the phrase received widespread attention and began spreading rapidly beyond social media.
Soon, the expression was picked up by Ukrainian media outlets, including TSN, Fakty, and Radio Liberty, as well as television channels. It was also aired on FREEDOM, where it was quoted by Serhiy Bratchuk, a spokesman for the Ukrainian Volunteer Army. The meme became a laconic yet powerful response to attempts to break the morale of residents of the south of the country.
Commenting on the resonance, Iryna Samoylova noted that she had not initially intended the words to have any public impact. According to her, the publication was an attempt to remind people that even in the most difficult circumstances, Ukrainians find the strength to support each other and maintain a sense of humor. Over time, it became clear that the phrase reflects not only the character of Odesa but also the general mood of the entire south—a refusal to give up, no matter what.
It was this message that inspired the Incrypted team to launch a charitable project. The company announced the release of a limited-edition merch line, with all proceeds going to support Ukrainian troops. The co-founders came up with the idea during a work trip, when it became clear that the phrase's popularity could be translated into tangible assistance on the front lines.
Even before the official launch of sales, the team held a quick fundraiser, raffling off five t-shirts among the community. The campaign raised approximately 35,000 hryvnias, which went toward purchasing equipment for the 1st Mechanized Battalion of the 3rd Separate Assault Brigade. The initiative was implemented in partnership with the Rebel Volunteers foundation.
Currently, t-shirts are available in several designs, but they plan to expand the range to include caps, mugs, and other items in the future. Incrypted emphasizes that this drop is dedicated to the residents of the southern regions—Kherson, Mykolaiv, Zaporizhzhia, Odesa, and Mariupol—whose resilience and attachment to home have become an important part of modern Ukrainian identity.
Charity has long been a systematic part of Incrypted's operations. The platform has previously implemented large-scale initiatives in collaboration with the Ministry of Digital Development, UNITED24, and the crypto community, and regularly raised funds during conferences and events. The new merch drop is a logical continuation of this work, combining a cultural symbol with practical assistance to the army.
