Our Story

We started with a question no one was asking.

When the 2020 Artsakh war displaced tens of thousands of Armenian families, including children and young athletes, the international conversation moved on almost immediately. We didn’t. We kept thinking about the teenagers who lost not just their homes, but their sense of normal life: soccer practice, school, the small rituals that make a community feel like itself.

CultureWork began as a way to do something real about that not just donate, but create something lasting. We designed original digital art characters, the Armenian Boy and the Armenian Girl, to make Armenian identity visible in everyday American life. The idea: every hoodie is both a cultural statement and a contribution.

“Armenian culture is being erased by conflict and displacement. Visibility through commerce is one way to preserve it and to fund the kids who carry it forward.”

Since 2022, we’ve built a multi-year partnership with the Children of Armenia Fund (COAF), directing proceeds to Artsakh war-displaced teen athletes through COAF’s SMART Center programs. We’ve also partnered locally with Hye Vokee in Canoga Park and Hero House in Glendale, donating hoodies directly to Armenian community organizations in Los Angeles.

Who We Are

Two teenagers. One shared conviction.

CultureWork was co-founded by Sandro and Colette Beglarian, students at AGBU Manoogian-Demirdjian School in Woodland Hills, California. We’re Armenian-American teens who grew up understanding that diaspora identity doesn’t preserve itself. Someone has to do the work.