ISMxGUD backpack for backing Ukraine

It’s always a pleasant surprise to spot fellow students of ISM University in the streets—many of us have likely recognized a member of our community by the signature ISM University jumper. We are excited to offer branded apparel that not only connects us but also carries forward our university’s very special mission. 

This time, there was no need to search for an answer; it is clear and undeniable. This project is first and foremost needed by Ukrainian businesses. You, ISM students and alumni, are constantly seeking answers to how to thrive in today’s business world. Each of you knows that everything begins with personal leadership. Let’s show leadership by supporting Ukrainian entrepreneurs. Support Ukrainian businesses by purchasing a unique, functional, minimalist, and high-quality backpack crafted by Ukrainian manufacturers GUD Bags in collaboration with Lithuanian alumnus The Gentle Ride. 

For the past 10 years, GUD bags have been designed and manufactured at the company’s own factory in Kyiv. Each product is created from scratch by hand, using only the most durable materials.

Ukraine has faced significant challenges due to power outages resulting from Russia’s shelling of critical infrastructure. These attacks have disrupted electricity supplies across the country, causing businesses and industries to struggle and face major setbacks.  

The ongoing need to repair damaged power grids, coupled with the unpredictability of electricity availability, has created a stressful environment for civilians and placed a significant strain on Ukraine’s economy. “Despite these difficulties, we have adapted by purchasing a powerful generator, ensuring safe installations, and switching to more efficient, energy-saving lights and machines.

“While power outages and disruptions to electricity supplies have greatly impacted us and added complexity to our operations, we remain determined to keep moving forward,” says GUD Bags CEO, Igoris Gudas.

Lithuania’s support for Ukraine against Russian aggression is huge. It’s not just about the practical help, like military aid and humanitarian assistance, but also the message it sends. Igoris Gudas explains that both countries have dealt with Russian influence in the past, so Lithuania really understands the situation.

“You’re backing Ukraine in every way possible, which strengthens our defense and shows that we have friends standing with us. It’s a huge morale boost for Ukrainians, knowing we’re not in this fight alone,” says Igoris Gudas. 

Thanks to their Lithuanian friends from The Gentle Ride, GUD bags entered a new European market, providing vital support during the hardest times in our brand’s history since 2012. 

ISM University alumnus, Gentle Ride CEO Povilas Petniūnas, has successfully built a thriving business with the mission to foster strong partnerships and drive collaboration. P. Petniūnas expresses pride in becoming a key part of GUD Bags’ survival and ongoing success:

The Gentle Ride led by P. Petniūnas has been collaborating with manufacturers from Ukraine since the very first days of Russia’s aggression against the country. When everything began, they wasted no time in searching for ways to support the people of Ukraine—not only through financial or humanitarian aid but also by utilizing what they have: their store, social media, and other resources. This sparked the idea to help Ukrainian entrepreneurs and manufacturers by selling their products in Lithuania. 

Challenges arise when Ukraine faces attacks from the aggressor. For example, power outages can prevent manufacturers from producing the required quantity of goods. Or, when a delivery service is hit by an airstrike (yes, there have been instances where even a branch of Ukrainian Post was bombed), the shipping process is disrupted.

“However, over time, we have learned to adapt flexibly to ever-changing circumstances, and we always find ways to work with the manufacturers to produce the goods and successfully transport them to Lithuania,” says P. Petniūnas, the CEO of The Gentle Ride and an alumnus of ISM University.