About Us

Iznanka creates physical objects that serve as portals to structured personal meaning. Working across clothing, accessories, and homeware, it introduces the Inner Layer — a private digital space accessed through the object itself via a simple gesture.

Started:

Jan 2026

Form:

Clothing, accessories, domestic objects

Unique Approach:

Inner Layer™ system

Aim:

Sustained attention to personal meaning

Founder's Story

Growing up as a child who, at five, wore tights over his head, at ten sold pencil-drawn packets of street-picked leaves as “tea,” and by sixteen built a small empire inside a computer game, the collision of fashion, art, and technology felt less like a decision and more like a continuation for me.

But to be clear: the birth of Iznanka was neither planned nor predetermined. It arrived suddenly. Perhaps as a consequence of a life shaped by constant change — the repeated erasure of beginnings, and the quiet emptiness that followed — a December night brought a series of questions that surfaced and resolved themselves all at once.

Why do I feel unfulfilled?

Why do I move so slowly toward what I want, even when I know it would bring joy?

Why do I insist on seeing myself as the sole author of my life, when that is only partly true?

Why do I overlook how often love and care already appear in the smallest acts of attention?

The answer was simple and unsettling: I rarely sustained attention toward what truly mattered. I touched it briefly — once a day in a diary, twice a week through reflection, philosophy, or conversation, once a year while scrolling through old photographs — but what was missing was continuity.

I longed for a medium capable of holding what I care about and what shaped me. Something that could quietly direct attention throughout the ordinary span of a day, protecting it from drifting into distraction, dissatisfaction, or disbelief.

That is how Iznanka emerged.

Its purpose is simple: to create everyday objects that allow people to name and carry what truly matters to them — people, dreams, memories, fears, affections, unresolved questions. What appears in our galleries is not merely functional artwork applied to canvas, garments, or ceramics. It is a way of living in sustained proximity to oneself — a way to clarify and preserve identity, expand one’s Weltanschauung, and carry those observations through ordinary life, wherever you go, whatever you face, whoever you are becoming.

- Daniil Ilnytskyy, founder

After moving to the United States — a place he once saw as the beginning of a new life and the realization of long-held dreams — Daniil encountered not fulfillment, but emptiness. Dreams faded. Desires lost their shape and direction. Longing for the past, fear of an uncertain future, and the inner fragmentation of youth — intensified by three years of fleeing home in Ukraine as war broke out — created a vacuum that needed to be filled.

In meeting others, he began to see that this absence of meaning was not personal, but shared. Many people live without clear contact with what shaped them, what grounds them, or what truly matters.

Iznanka exists at the intersection of concept and object.

Each Iznanka piece consists of two inseparable layers: a physical object, and an inner digital layer bound to that specific piece.

One December night, the idea for Iznanka emerged: not as a clothing brand, but as a medium for meaning. A way to make personal significance tangible — something people could carry with them, encounter daily, and, if they choose, share with others through a simple gesture.

The inner layer is a private web page linked uniquely to the object. It extends the design beyond what the surface can hold.

You complete the inner layer with your materials: thoughts, text, images, dates, memories, or prompts. We place them into Iznanka’s layout for that piece.

Access is simple: scan the object with a phone camera. No app. No setup. Nothing opens unless someone chooses to scan.