Grand Collection Latest Release Supports Iconic East Village Institution, Veselka
With proceeds going to help the restaurant struggling during the pandemic.
Undoubtedly one of the industries hardest hit by the Coronavirus pandemic, for months the restaurant industry has faced unprecedented struggles brought on by social distancing measures and forced closures. Amongst the independently owned names that have faced tough times is iconic East Village restaurant, Veselka. Opened in 1954, the destination has stood as a staple of the New York community serving traditional Ukrainian food 24 hours a day.
New York skate brand, Grand Collection has partnered with Veselka on a set of collaborative T-shirts celebrating its place in NY culture. Grand Collection founder, Ben Oleynik has been eating at Veselka for over 12 years and sprung into action when he found out it was struggling.
“I grew up eating Ukrainian food. When I moved to New York, I discovered Veselka right away and have been bringing family and friends there ever since.” Oleynik explained. “When I found out they were having trouble, I hit them up right away. The owner Tom was so cool and grateful. It made me love them even more. I think this shows how small businesses can come together to support one another in tough times.”
Leading the collaboration is a duo of logo tees that builds on the gold and maroon motif that has served as part of the restaurant’s signature look for years. Accompanied by another duo tees emblazoned with an illustration of Veselka’s classic homemade Varenyky Pierogi accompanied served boiled or fried with sautéed onions and sour cream. It is important to note that all proceeds from the sale of the T-shirts will be given to the restaurant to help ease the financial burdens it has faced helping it cover costs and remain open.
The Veselka collaborative T-shirts will be available on Grand Collection’s website September 30, 11 a.m. EDT.
For more contemporary fashion, check out Supreme’s The Smurfs Fall/Winter 2020 collaborative collection.
