Pohuy (F*ck It) is a Kyiv-born clothing and accessories brand

Since the 2018, the company is emphasizing the importance of canceling out to what is known "normal". It has been seen across generations, that the boldest decisions come usually after certain uncertainty and being brave enough to go the extra mile. The loud name POHUY carries a meaning, that no matter what you are going through, you will emerge as a more powerful and wise persona, no matter where your journey takes you.

The founder Satana Ross known as Satan currently serves in the Ukrainian Armed Forces, enrolling on the first day of the war as he knew he must actively begin supporting his country and also the wounded troops through major charity projects. He is currently making unique designs to outfit soldiers that have lost or injured limbs giving them strength to recover more quickly and show the world they are just as powerful as before.