LIKA JOJUA: Femininity, Emotion and Individuality
Named after its eponymous designer, LIKA JOJUA takes a different direction with each collection, using new themes, shapes, fabrics, and tailoring to develop its clothes since the brand was created in Tbilisi, Georgia, in 2021.
The designs move between different forms and ways of cutting and constructing a garment. A strong and independent woman is a recurring point of reference for the designer, but the clothes are not limited to one idea of femininity. They leave room for the person wearing them to make the pieces their own.
The personal side of the brand is also present in the design process itself. Lika creates and makes the garments in her small workshop in Tbilisi, keeping the production process close to the designer. They do not operate on the scale of traditional mass production, instead working with small collections and a made-to-order model. This means pieces are produced according to demand, without the need to hold large amounts of stock.
Materials are another part of the brand's approach to production. Recycled and deadstock fabrics are part of LIKA JOJUA's collections, alongside vegan alternatives to leather. Leftover fabric is kept where possible and can later find its way into an accessory or another garment, helping to reduce unnecessary waste.
LIKA JOJUA uses clothing to explore different ideas and emotions while keeping the making process small, local, and hands-on. For those who see fashion as more than simply getting dressed, its pieces offer another way to approach personal style.