The Zhytomyr-based brand “Lehka Khoda” is one of the largest hosiery producers in Ukraine. Its history began in 1935 with the Zhytomyr Hosiery Factory. Over the years, the company has undergone numerous transformations: from complete destruction during World War II to the sale of the factory buildings to a private investor in 2021.
Today, operating at a different location but still in Zhytomyr, “Lehka Khoda” produces up to half a million pairs of socks monthly, supports the Armed Forces of Ukraine by sending products to defenders, and actively works on entering new international markets.
Famous Zhytomyr Socks
Over the years, the company’s products have become a symbol of quality—so much so that Ukrainians coined the phrase “Zhytomyr socks,” turning it into an imagined brand.
“For us, this became both significant support during the transformations in the independence period, as it always ensured product sales, and a serious challenge. First, socks from Zhytomyr were strongly associated with standard, classic black, white, and gray products. Second, we faced the issue of counterfeiting,” says Roman Hlavatskyi, marketing specialist at “Lehka Khoda.”
Of course, the company had no rights to the brand “Zhytomyr socks,” as the brand itself did not exist. Yet Ukrainians purchasing “Zhytomyr socks” were always confident they were buying products from the famous Zhytomyr Hosiery Factory. In reality, many small enterprises in the city also produce socks, sometimes from outright low-quality materials.
“Cheap but highly uncomfortable socks made from so-called ‘recycled cotton,’ which is essentially a product of automobile tire recycling, and Chinese products with a ‘Zhytomyr’ label attached to them—these are just some of the things we’ve come across,” recalls Roman Hlavatskyi.
A Path to Color
He adds that this was one of the key challenges the company faced when, a few years before the full-scale invasion, it began its most significant transformation in history. They rebranded, launched a modern online store, and moved to a new production site. Finally, they moved away from producing only monochrome classics and launched a line of colorful socks and tights. The results were immediate: sales soared by 40% in the first months.
“You can’t stand still. Modern consumers demand vibrant solutions. Now we launch 10-15 new designs per season, four times a year. We track trends and change designs and prints,” Hlavatskyi explains.
The start of the full-scale invasion only briefly slowed further development: the company paused operations for just a few days during the massive shelling of the city in the early days of the war. However, within weeks, it was back at full capacity.
“We didn’t lay off employees and continued to pay wages even during the forced production halt. Moreover, the demand for our products did not significantly decrease. Plus, we had to help the army,” he adds.
Winning the Hearts of Ukrainian Consumers for Local Products
Plans for further development were soon back on track. In addition to a primarily wholesale store near the production site, they opened a branded “Lehka Khoda” store in Zhytomyr. This was aimed at helping local residents understand that not all “Zhytomyr socks” are made by them.
The company received significant support during its participation in the PR campaign “Made in….” Conducted as part of the “EU4Business: Recovery, Competitiveness, and Internationalization of SMEs” program, it was funded by the European Union under the EU4Business initiative and the German government.
In addition to Zhytomyr’s “Lehka Khoda,” the campaign included local brands from five Ukrainian cities—Zhytomyr, Kamianets-Podilskyi, Uzhhorod, Ivano-Frankivsk, and Bila Tserkva.
To increase the recognition of the participants, the project team developed branding and brand books for local producers, online business catalogs, and designs for promotional materials (eco bags, mugs, t-shirts, posters, etc.). They also produced seven animated videos about local brands and 100 videos about local enterprises.
“We felt the results almost immediately: more customers visited our new flagship store, and online sales increased. We are truly grateful for the campaign,” Hlavatskyi explains.
The company is now actively working on entering new markets. Its products are already available in Poland and Germany. Negotiations are underway with U.S. representatives, and there are plans for manufacturing socks for Western brands at “Lehka Khoda’s” facilities.
They also haven’t forgotten about Ukrainian consumers. “Lehka Khoda” participates in fairs and other public events in Zhytomyr. The brand inspires and encourages other producers to contribute to the city’s and the country’s economy and work toward victory.
Background Information:
The event was organized by the Zhytomyr City Council with the support of the international cooperation program “EU4Business: Recovery, Competitiveness, and Internationalization of SMEs”, co-financed by the European Union and the German government, and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.
The program aims to support economic resilience, recovery, and growth in Ukraine, create better conditions for the development of Ukrainian small and medium-sized enterprises (SMEs), and foster innovation and exports.
Strategic program executor: Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ Ukraine) GmbH. Local implementation partner: NGO “Internews-Ukraine.”
More details: www.eu4business.org.ua
