Company:TM Militarist

From HandWiki
Militarist
Native name
Мілітарист
IndustryRetail
Founded2005; 21 years ago (2005)
Founder
  • Oleksandr Karasov
[citation needed]
BrandsM-TAC
Websitemilitarist.ua

TM "Militarist" (Ukrainian: ТМ «Мілітарист») is a retailer of tactical equipment, clothing and outdoor gear. Initially a retailer of airsoft equipment, the company expanded into a wider range of military equipment following the Euromaidan and the War in Donbas.[1][2]

The company is best known for its M-TAC line of tactical clothing, prominently worn by Ukrainian President Volodymyr Zelenskyy. However, the company has faced criticism due to its close association with the Azov movement.[3][4]

History

M-TAC Fleece jacket worn by Volodymyr Zelenskyy

The company was founded by Oleksandr Karasov and Denys Holovko.[5]

In 2014, Militarist unveiled its own in-house brand labelled M-TAC, due to demand as a result of the deteriorating situation in the Donbass following the Maidan Revolution.

Subsequently, the brand has adopted the motto "Born of revolution, hardened by war".[6]

On 16 February 2022, during a visit to Mariupol to oversea military exercises, Ukrainian president Volodymyr Zelenskyy was first seen wearing an olive green M-TAC jacket.[7]

In May 2022, an M-TAC fleece jacket worn by Volodymyr Zelenskyy sold at a Christie's auction for £90,000 during the "Brave Ukraine" fundraiser in London, England.[8] The auction was attended by Boris Johnson, the then prime minister of the United Kingdom, personally calling for much higher bids than the starting price.[9]

M-TAC equipment is featured in the 2025 first-person shooter video game Battlefield 6.[10]

Controversies

M-TAC, along with the brand SvaStone[11][12] and the Third Army Corps sponsor the controversial "Idu Na Vi" MMA competition held in Kyiv.[13][14][15][16] The competition is organised by the singer of neo-Nazi band Sokyra Peruna[17], member of Right Sector, and owner of SvaStone Arseniy Bilodub.[18][19][20]

References

  1. ↑ Bacon, John. "Zelenskyy's fleece jacket is in high demand but won't be restocked until Ukraine 'victory'" (in en-US). https://www.usatoday.com/story/news/nation/2022/05/22/zelenskyys-fleece-jacket-demand-but-not-priority-ukraines-m-tac/9882910002/. 
  2. ↑ Tobin, Ben. "Meet M-TAC" (in en-US). https://www.businessinsider.com/meet-m-tac-the-clothing-brand-president-volodymyr-zelenskyy-wears-2022-12. 
  3. ↑ Witkowski, Przemysław (2025). "Ruch azowski i 15 Brygada Specjalnego Przeznaczenia Gwardii Narodowej Ukrainy „Azow” – związki i różnice, ideologiczne korzenie oraz ewolucja obu podmiotów do 2024 r." (in Polish). Przegląd Historyczno-Wojskowy XXVI (3): 158, 161. ISSN 1640-6281. https://www.ceeol.com/search/article-detail?id=1384034. 
  4. ↑ "Poland/Ukraine • Ukraine's iconic military clothing supplier M-Tac in tactical retreat - 01/03/2024" (in en). 2024-03-01. https://www.intelligenceonline.com/europe-russia/2024/03/01/ukraine-s-iconic-military-clothing-supplier-m-tac-in-tactical-retreat,110186331-eve. 
  5. ↑ "Ukrainian tactical clothing brand M-TAC's production facility in Kyiv damaged in 2 January Russian missile attack" (in en). https://www.pravda.com.ua/eng/news/2024/01/03/7435643/. 
  6. ↑ "Zelensky’s green fleece jacket is in high demand" (in en). 2022-05-23. https://www.scmp.com/news/world/europe/article/3178754/zelenskys-fleece-jacket-high-demand-wont-be-restocked-until. 
  7. ↑ "The Real Reason Zelenskyy Doesn’t Wear a Suit" (in en). 2025-03-08. https://www.politico.com/news/magazine/2025/03/08/zelenskyy-suit-ukraine-fashion-style-00219275. 
  8. ↑ Sottile, Zoe (2022-05-08). "Zelensky’s iconic fleece sold for over $100,000 at Ukraine fundraiser" (in en). https://www.cnn.com/2022/05/08/world/zelensky-fleece-auction-fundraiser-trnd. 
  9. ↑ "PM address at the Brave Ukraine fundraising event: 5 May 2022" (in en). 2022-05-05. https://www.gov.uk/government/speeches/pm-address-at-the-brave-ukraine-fundraising-event-5-may-2022. 
  10. ↑ Кучеренко, Андрей (2025-11-07). "M-TAC gear spotted in Battlefield 6" (in en). https://hi-tech.ua/en/m-tac-gear-spotted-in-battlefield-6/. 
  11. ↑ Postma, Foeke (2022-05-24). "Fascist Fashion: How Mainstream Businesses Enable the Sale of Far-Right Merchandise" (in en-GB). https://www.bellingcat.com/news/2022/05/24/fascist-fashion-how-mainstream-businesses-enable-the-sale-of-far-right-merchandise/. 
  12. ↑ bio, See full. "Neo-Nazis are using Facebook and Instagram to sell extremist gear" (in en). https://www.cnet.com/tech/services-and-software/neo-nazis-are-using-facebook-and-instagram-to-sell-extremist-gear/. 
  13. ↑ Nonjon, Adrien. "Forging the Body of the New Ukrainian Nation" (in en-US). https://www.illiberalism.org/forging-the-body-of-the-new-ukrainian-nation/. 
  14. ↑ "Без бою немає слави: Вперше у Києві легендарний ММА-турнір «ІДУ НА ВИ: повернення Легенди»" (in uk). 2025-10-20. https://kyiv.info/article/bez-boyu-nemaye-slavy-vpershe-u-kyyevi-lehendarnyy-mma-turnir-idu-na-vy-povernennya-lehendy. 
  15. ↑ "Третій армійський корпус". https://t.me/ab3army/6483. 
  16. ↑ "Третій армійський корпус". https://t.me/ab3army/6525. 
  17. ↑ "Сокира Перуна - Encyclopaedia Metallum: The Metal Archives". https://www.metal-archives.com/bands/%D0%A1%D0%BE%D0%BA%D0%B8%D1%80%D0%B0_%D0%9F%D0%B5%D1%80%D1%83%D0%BD%D0%B0/16735. 
  18. ↑ Monitoring, Bellingcat Anti-Equality (2019-11-11). "Ukraine’s Ministry of Veterans Affairs Embraced the Far Right - With Consequences to the U.S." (in en-GB). https://www.bellingcat.com/news/americas/2019/11/11/ukraines-ministry-of-veterans-affairs-embraced-the-far-right-with-consequences-to-the-u-s/. 
  19. ↑ "Зі фронту в октагон. У Києві відродили легендарний MMA-турнір — інтерв'ю з засновником Арсенієм Білодубом" (in uk). https://sport.nv.ua/ukr/mma/interv-yu-z-arseniyem-bilodubom-pro-viynu-z-kernesom-denisa-kapustina-ta-vidrodzhennya-turniru-z-mma-50581336.html. 
  20. ↑ "У Львові бійці-націоналісти пройшли процедуру зважування перед турніром "Іду на Ви" (ФОТО) | Варта Баварії". https://varta.com.ua/news/lviv/1132535. 



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