The Story of Naviale: Over 30 Years of Expertise in Creating Lingerie and Apparel.
For more than three decades, Yanser Group has evolved from distributing global brands to creating its own — built upon in-house production expertise. This is how Naviale was born: as a continuation of experience, values, and philosophy.
At a
time when global trends shift rapidly and consumption takes on new forms,
Naviale chooses a path of conscious production — creating pieces that last, fit
perfectly, and remain relevant beyond trends.
About values, production, and the role of business during wartime — in an interview with the brand’s founder, Serhii Klymenko.
What does the “DNA of the brand” mean to you?
For me,
the “DNA of Naviale” is the combination of Ukrainian anthropology and attention
to meaningful details.
We
create lingerie, pajamas, and loungewear for women and men that stay in the
wardrobe for years and are easy to mix and match.
Capsule
thinking and versatility are our key principles.
Minimalist design helps our pieces stay timeless, while wardrobe optimization gives the customer confidence that every item is appropriate, intentional, and “works.”
What is the mission behind the brand?
Our main
mission is to allow customers to focus on what truly matters in life — where
clothing doesn’t distract, but enhances.
We eliminate the unnecessary from the wardrobe and instead offer the best 24/24 solution — when you have 20 garments that can create 100 looks for any life situation, day or night, knowing each piece will perfectly complement the others.
What inspired the creation of the brand?
Naviale
is not our first project but rather the next step for Yanser Group.
Over 30
years, we have built a portfolio of 54 global lingerie and apparel brands,
including Kleo and Legs.
Through
this experience in production and distribution, we gained a deep understanding
of consumer demand.
That
knowledge allowed us to expand our own manufacturing in Ukraine and bring our
vision to life through Naviale — a brand for those who value versatility and
the “less but better” approach to their wardrobe.
What is the brand’s production philosophy?
We
recognize that Ukraine’s textile industry faces certain limitations and
challenges — with accessories, elastics, lace, and natural or modern synthetic
fabrics.
At our Ukrainian facilities, we produce the collections we can make best — without compromise on quality — while others are manufactured by our international partners using our own designs and patterns.
All
collections are developed in-house with attention to the body characteristics
of Eastern European and Ukrainian women and men.
We
constantly experiment with patterns and fabrics to create even more comfortable
pieces.
We focus
on capsule compatibility so collections combine easily and help customers build
thoughtful wardrobes without excess. This is the direction we will continue to
grow.
What key stages has the brand gone through?
The brand has experienced several important stages of growth. Initially, our collections were sold in Bilyzna Street and Kleo stores. In 2022, we launched Naviale’s social media to connect more closely with our customers. In 2024, we opened our first store in Kyiv, followed by another in Rivne.
The war
became a true challenge — it caused demographic shifts: some customers are now
abroad, and many men cannot visit physical stores.
This motivated our team to launch the online store naviale.ua for e-commerce.
Were there moments of transformation?
At first, we positioned ourselves as a lingerie and loungewear brand. But over time, it became clear that our customers needed more: more style, more complete outfit solutions for everyday life. That’s when an important transformation took place — we added casual wear to our assortment. Now we position ourselves as a brand of homewear and lingerie. Today, the lines between street style and home comfort are blurring — and Naviale fits this trend naturally.
Which product directions are your focus?
We emphasize balanced development of both women’s and men’s collections. A new focus for us is Unisex — where every visitor, regardless of gender, can choose pieces that suit their style and mood. Our collections are designed to easily form capsule looks and matching outfits.
We offer
clothing sets where tops and bottoms can be purchased separately, allowing
customers to mix, match, and create their own unique combinations.
Do you have signature collections or models that define the brand?
Naviale T-shirts have become a wardrobe staple for our clients. We focus on perfect fit, quality, and how the fabric feels on the body, paying great attention to every detail — because details matter. These are not just everyday items, but thoughtfully designed garments that become part of one’s life.
A
special place belongs to our men’s and women’s underwear with branded elastic
bands — the foundation of the brand and still a customer favorite.
We also offer vibrant seasonal pieces such as Malibu and Houston sets, returning each time in new color variations. And, of course, our 100% cotton flannel pajamas, beloved for their comfort and stylish design.
We want
every customer to enjoy wearing Naviale, return to us again, and share their
experience with loved ones.
Do you support the Armed Forces of Ukraine or social initiatives?
Until
2024, female soldiers in the Ukrainian Armed Forces were issued men’s underwear
due to the absence of official women’s standards.
Our friends from @armwomennow_official asked us to design comfortable underwear for women in service — and we immediately agreed.
We analyzed the needs, developed samples, and delivered hundreds of sets for testing. After receiving positive feedback, we partnered with Arm Women Now to launch a charitable program involving private donors and our stores. Within this initiative, we produced thousands of underwear sets for women serving Ukraine.
We
provided full technical documentation for certification of this model as the
official standard for female soldiers.
Certification
was successfully completed, and during an exhibition in Brussels, the military
uniform — including our underwear — was showcased at NATO Headquarters.
Today,
the standardized model can be produced by any factory holding a government
contract.
We
believe we have fulfilled an important mission in this process.
Have you collaborated with other brands?
Naviale’s collections are primarily created for a young audience. We believe that sports are an essential part of their lifestyle — crucial for both physical and mental health.
Back in
2017, we supported Ukrainian sports through a collaboration with the Ukrainian
National Hockey Team, creating a capsule collection inspired by the patriotic
animated series “Kozaky” (The Cossacks).
The
Naviale brand also supports athletes and equestrians — among our ambassadors is
Oleksandra Volynets, a competitor in national equestrian championships.
Our brand ambassador, Ivan Klymenko, is a Ukrainian GT3 racing driver representing the country at the highest international level and raising the Ukrainian flag on global tracks.
This
reflects our broader goal — to inspire youth to lead active lives.
What does it mean to be a responsible brand today?
Our
company and brand act responsibly not only toward our business future but also
toward our country and the world.
The best way to support the state during wartime is through responsibility — paying taxes, providing jobs, and maintaining production and retail facilities.
While
there are many global ecological initiatives, we believe that true
sustainability begins with reducing consumption.
This is achievable by creating high-quality, timeless products — in color, design, and silhouette.
Naviale collections are a direct embodiment of this philosophy.
For
example, our T-shirts are made from premium yarn with neck reinforcement tape —
ensuring they keep their shape and look great even after many washes.
We don’t
focus solely on profit. We take into account the average income of Ukrainians
and strive to create clothing whose value justifies its price and lasts for
years.
Naviale
continues to prioritize production development in Ukraine, even though our
factory is located just 50 km from the front line.
For us,
this is not just business — it is an investment in the sustainable future of
our country, our community, and our planet.
