Wikipedia

TM Militarist

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]

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

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

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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

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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] The competition is organised by the singer of neo-Nazi band Sokyra Peruna, member of Right Sector, and owner of SvaStone Arseniy Bilodub.[16][17][18]

References

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  1. ↑ Bacon, John. "Zelenskyy's fleece jacket is in high demand but won't be restocked until Ukraine 'victory'". USA TODAY. Retrieved 2026-02-11.
  2. ↑ Tobin, Ben. "Meet M-TAC". Business Insider. Retrieved 2026-02-11.
  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." Przegląd Historyczno-Wojskowy (in Polish). XXVI (3): 158, 161. ISSN 1640-6281.
  4. ↑ "Poland/Ukraine • Ukraine's iconic military clothing supplier M-Tac in tactical retreat - 01/03/2024". Intelligence Online. 2024-03-01. Retrieved 2026-02-22.
  5. ↑ "Ukrainian tactical clothing brand M-TAC's production facility in Kyiv damaged in 2 January Russian missile attack". Ukrainska Pravda. Retrieved 2026-02-22.
  6. ↑ "Zelensky's green fleece jacket is in high demand". South China Morning Post. 2022-05-23. Retrieved 2026-02-11.
  7. ↑ "The Real Reason Zelenskyy Doesn't Wear a Suit". POLITICO. 2025-03-08. Retrieved 2026-02-11.
  8. ↑ Sottile, Zoe (2022-05-08). "Zelensky's iconic fleece sold for over $100,000 at Ukraine fundraiser". CNN. Retrieved 2026-02-11.
  9. ↑ "PM address at the Brave Ukraine fundraising event: 5 May 2022". GOV.UK. 2022-05-05. Retrieved 2026-02-11.
  10. ↑ Кучеренко, Андрей (2025-11-07). "M-TAC gear spotted in Battlefield 6". hi-Tech.ua. Retrieved 2026-02-11.
  11. ↑ Postma, Foeke (2022-05-24). "Fascist Fashion: How Mainstream Businesses Enable the Sale of Far-Right Merchandise". bellingcat. Retrieved 2026-02-22.
  12. ↑ bio, See full. "Neo-Nazis are using Facebook and Instagram to sell extremist gear". CNET. Retrieved 2026-02-22.
  13. ↑ Nonjon, Adrien. "Forging the Body of the New Ukrainian Nation". illiberalism.org. Retrieved 2026-02-22.
  14. ↑ "Без бою немає слави: Вперше у Києві легендарний ММА-турнір «ІДУ НА ВИ: повернення Легенди»". kyiv.info (in Ukrainian). 2025-10-20. Retrieved 2026-02-22.
  15. ↑ "Третій армійський корпус". Telegram. Retrieved 2026-02-22.
  16. ↑ Monitoring, Bellingcat Anti-Equality (2019-11-11). "Ukraine's Ministry of Veterans Affairs Embraced the Far Right - With Consequences to the U.S." bellingcat. Retrieved 2026-02-22.
  17. ↑ "Зі фронту в октагон. У Києві відродили легендарний MMA-турнір — інтерв'ю з засновником Арсенієм Білодубом". NV (in Ukrainian). Retrieved 2026-02-22.
  18. ↑ "У Львові бійці-націоналісти пройшли процедуру зважування перед турніром "Іду на Ви" (ФОТО) | Варта Баварії". Справжня Варта. Захід. Retrieved 2026-02-22.
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