LIKA JOJUA: Femininity, Emotion and Individuality
Named after its eponymous designer, LIKA JOJUA pursues a new creative direction with each collection. Since its founding in Tbilisi, Georgia, in 2021, the brand has explored fresh themes, shapes, fabrics, and tailoring to develop its clothing.
The designs transition between diverse forms and techniques of garment construction. While a strong and independent woman remains a recurring inspiration for the designer, the clothing is not confined to a single idea of femininity. Each piece invites the wearer to interpret and make it their own.
The brand’s personal touch is evident throughout the design process. Lika crafts each garment in her small Tbilisi workshop, maintaining a close connection to every stage of production. Rather than operating with traditional mass production, the brand focuses on small collections and a made-to-order model. Pieces are created in response to demand, eliminating the need for large inventories.
Materials play a key role in the brand’s approach to production. LIKA JOJUA incorporates recycled and deadstock fabrics into its collections, alongside vegan alternatives to leather. Whenever possible, leftover fabric is saved and later repurposed into accessories or garments, helping to minimize waste.
LIKA JOJUA uses clothing as a way to explore diverse ideas and emotions, while maintaining a small-scale, local, and hands-on approach to production. For those who view fashion as more than simply getting dressed, these pieces provide a new perspective on personal style.