Organized CHAOS: Step Inside Tbilisi's Best Fashion Shop
Situated in an old Soviet publishing house, Chaos is a concept store located in the rising fashion capital of Tbilisi, Georgia. With large warehouse-style windows, Chaos evokes a true 1970s NYC loft feel with contemporary installations like a skate ramp, a queen-sized bed and a ping-pong table. It's more than just a place to shop—it's a space for the creative youth of Tbilisi to meet and hang out.
Chaos' inventory is focused on urban, young, rough and alternative brands—think Manémané and Ambush—but also features a variety of more clean-cut, contemporary brands like A.P.C. and Lemaire. With both local and international brands, Chaos offers an ideal mix of streetwear and high-fashion all while maintaining a sense of discovery with lesser-known emerging brands. It's become a frequently visited hotspot not only for its aesthetic and offerings but for music and art as well. We sat down with Nini Nebieridze, the mastermind behind the magic that is Chaos, to talk more about opening a shop in a fashion city on the rise.
Who are you, and what do you do?
I'm Nini Nebieridze, model and owner of two stores in Tbilisi; Chaos Concept Store and Margo Skate Shop.
Can you tell me a bit about the concept behind the store?
The main idea of the concept store is to create a space that is contemporary, modern and different from the other stores in town. We also focus on hosting exhibitions of young Georgian artists.
What made you want to start a concept store in Tbilisi?
Sometimes in life, you want to make some art and from me, this store is my artwork, but the idea of opening a concept store came to me after a trip to New York in 2014. I don’t have any partners for the Chaos store, however, our in-store team is a very tight-knit group of people that work well together.
What are some of the difficulties you've encountered by opening a store?
Most of the bullshit criticism we've received. Also, people are way too brand-oriented these days. It's time to move away from being super brand oriented when shopping—throwing all your money into a brand is boring and dated. It's time for us to invest in the new
How would you say fashion has changed in Georgia over the past years?
Over the past couple of years, Tbilisi has become a popular destination for rave culture, so the style derives from that scene. All the small cities in the world are unique and special. I believe, that we, as Georgians, bring something new and exciting to the table.
What effect have the international Georgian designers made on the local, smaller brands?
International Georgian designers have helped with the recognition for our local
designers. Their names helped the increasing interest in the press and international buyers who now search for other talents from Georgia.
What is Georgia's position in the current landscape of fashion?
I think at the moment we come across as interesting to foreigners as we are quite different from other countries. Georgia is very different, it's not Asia and it’s not Europe. Georgia is something very special and very unique.
Do you see a sudden increase in the interest and demand for Georgian designers?
Yes, of course, it increased a lot. I think brands here have lots of potential for development, they should just work more on their individuality and product quality. Our city is not super active as any other big city and this makes some people lazy and sometimes they are behind on trends and news. We have to work twice as fast to keep up!
Who are your top three designers from Georgia?
My top designers are Gola Damian, Djaba Diasamidze and Tamuna Ingoroyva. Gola is
my personal favourite at the moment, it brings me so much joy! Tamuna is classic and
heavily rooted brand with incredible details, whilst Djaba always puts a smile on my face.
What is the future for Georgian designers?
There hasn’t been a deflating interest in Tbilisi yet, so the smaller and newer brands will definitely be seeing some success in the near future.