пиха

Giving oneself (putting on) airs; loftiness, pride of place, boast; pretentiousness, frill, pompousness, pomposity; arrogance, swagger, presumption, insolence, superciliousness, conceit, haughtiness

напускати на себе пиху — to assume (to put on) airs

збити пиху — to cut the comb (of), to make one sing small, to take one down (a peg), to let the sawdust out of a person