Chatsma brand manifestso

Chatsma is a concept store that brings together the Prime Works of successful Georgian designers together into one space. 

Chatsma – the word comes from a Georgian verb that means to dress, to put on one's clothes. It reflects the concept store's idea of openness and simplicity. We wanted the name to be Georgian as well, because our aim is to increase awareness of Georgian brands. That's why we chose the term "Chatsma," which is a part of our daily life.

Chatsma has been present in the Georgian market since April 2019, both online and in physical showrooms. To make the stores easily accessible to guests, Chatsma is located in the strategically significant spots in Tbilisi - Galleria Tbilisi, 3rs floor and Kote Apkhazi street 18.

​​The primeworks of Georgian designers are exclusively presented at Chatsma’s showrooms. Chatsma's concept of "No Filter" envisions fashion without boundaries, limits, or defined parameters. As a result, regardless of your taste, you can discover your style and choose something for yourself in the concept store. This attitude also gives Georgian designers a lot of freedom, encouraging them to show anything from trash fashion to luxury classics. There are no filters, as previously stated.

​​We believe in fashion that is free of boundaries and filters. Nowadays, humans are becoming less and less obsessed with stuff; who you are and what you do are far more important than what you own. We want everyone who wants to express themselves and appreciates diversity to dress with us. Thus we stated from the beginning that there would be no restrictions either on price (you may find the thing you want for 50 GEL or 2500 GEL) or style. This idea is expressed by our first communication message - "No Filter," - explains Mado Romanadze, the founder of the Chatsma Concept Store, and she adds:

​​"When it comes to Georgian designers, it is strongly intertwined with Georgian national dignity.  Georgian people and tourists are among our customers. On the one hand, Georgian consumers should be happy and proud to wear clothes made in their own country; on the other hand, fashion allows us to introduce tourists to our country and culture and reflect on its past, present, and future. I've always been concerned about the fact that, for a long time, Georgian designers' clothes were considered either too expensive or of poor quality, causing buyers to choose clothing from mass brands and quick fashion retailers. In contrast to this attitude, our goal is to create a concept store where customers are convinced that they can get exclusive items at a competitive price and quality”.

Passing by Chatsma showrooms, you will definitely notice colored scooters in the store windows. One might wonder why this is the case. Scooters are more than just a decoration for Chatsma; they have become a metaphor for the new generation of Georgian youth fighting for freedom and a bright future. This generation has said goodbye to dark colors and huge cars and has expressed their goals and visions, as well as their future aspirations, through bright clothing and vehicles. Chatsma shares the values of this generation and is glad to provide them with opportunities for self-expression through the use of various colors, forms, and styles.

In Chatsma we believe that fashion isn't just for runways and people with ideal bodies. We design collections that can be worn on a daily basis - when hanging out with friends, relaxing at home, at events, clubs, or even when strolling on a bike or riding a motorcycle.