Join the Cool — New East 100

Ukrainian creative collective Join the Cool is the perfect embodiment of the daring, youthful spirit currently reigning in Kiev’s art, photography and fashion worlds.

Photographers Kristina Podobed, Mishka Bochkarev and Genia Volkov had come together united by a vision that’s full of attitude and a rough yet romantic edge.

“Our name, Join the Cool, is like a lighthearted invitation which for us reflects the essence of pop culture. It’s a reaction to a reality full of contradictions. It’s beauty and depth and, at the same time, injustice and the absurd,” explains Kristina Podobed.

The plan for Join the Cool is to become a diverse union of artists, musicians and photographers who create and evolve together.