DRESSUP: 30 Years of Georgian Stories

Since the day of its creation, Dressup Group has been driven by ideas that aim to make everything that time has tested—or is currently testing in modern fashion—exist and thrive right here in Georgia.
In today’s blog, we’ll tell you about all those Georgian stories and paths that Dressup has gone through during its 30-year journey.

And Georgian stories are always inspiring. Dressup is filled with that same remarkable spirit, and that’s why we always feel proud when we create something that feels uniquely ours. And believe us—there’s a lot to be proud of!

Georgian Production and Georgian Fashion

This story begins back in the days of our Factory and Atrio stores. In the shops within our portfolio, you’d often find collections by Georgian designers. There have been many occasions when a brand, just emerging onto the market, took its first steps together with us. Some of them were infused with Tbilisi-inspired motives, others expressed a love for the Georgian language. And of course, the keen eye could easily catch glimpses of Kakabadze’s or Akhvlediani’s landscapes in the designs.

Two of these brands are “Savali” and “Atrio | Ruso” — both created under the signature of Ruso Danelia, and both now writing their own chapters in Georgian fashion. We are truly proud that Dressup played a significant role in their stories.

The creation process behind both brands is fascinating:

• Ruso Danelia’s vision, inspired by Georgia and individuality
  
  

• International exhibitions in search of the finest materials
  
  

• Machines, cuts, stitching, unpicking, restitching — and countless other essential steps to create a single pair of shoes
  
  

• Handmade craftsmanship and professionalism
  
  

• A final product that is, essentially, art
  
  

Of course, all of this sounds simple only here, on paper. In reality, each model requires tremendous effort and energy. Every employee at Dressup’s production facility gives their all—so that we can proudly walk the streets of Georgia wearing Georgian-made shoes.

Fereydan in Georgia!

Our next story takes us to Fereydan. You might wonder—what could possibly connect Dressup and Fereydan? Well…

Here at Dressup, you’ll find a small piece of Fereydan—or more precisely, Martkhopi. This connection began with a chance encounter and has since grown deeper and stronger. Each new “branch” of this relationship carries its own beautiful and emotional story.

Years ago, Dressup Group sponsored a project that helped ethnic Georgians from Fereydan return to their ancestral homeland. That bond continues to this day. You’ll meet many Fereydani Georgians working in our stores, and their pride in their identity is genuinely inspiring.

This friendship even has a “homegrown” twist: in early 2024, Dressup Group became the sponsor of the amateur football team “Fesvebi” (Roots), which competes in the Master League and consists of both locals and returnees from Fereydan.

#NoBarbarisms

And of course, our third story wouldn’t be complete without our fight against barbarisms in language!

Since 2019, we’ve been collaborating with Tinatin Margalitadze, sharing a friendship deeply rooted in the love for our native tongue. The main goal of this movement is to create an unbroken chain that will keep the Georgian language alive and vibrant.

Our partnership has led to many inspiring projects:
the creation of a dictionary of barbarisms,
the “Let’s Protect Our Mother Tongue” contest,
public lectures, and more.
There’s still room for new initiatives, but even now, this is a collection of efforts that breathe life into our language.
The movement has already “blocked the roads back,” as they say — and now, every word carries the strength to drive away linguistic intruders!

Georgian Theatre

Recently, our store displays made their way onto the theatre stage. In Theatre Factory 42, during Levan Tsuladze’s production “Gas Station”, the actors appeared wearing our brands. And that’s how a new friendship began.

This collaboration holds special significance for Dressup. We want to play a role in supporting and advancing Georgian theatre.

Filming the “Dressup Way”

Over the years, we’ve created countless local campaigns. The brands were diverse, and the people involved came from different fields, each helping us shape unique moods and stories.

Savali — Video Campaign
Naturally, we begin with a Georgian brand and a Georgian story. Every feeling you get while walking in Savali shoes is captured in that one film.

Vans — Step Beyond Borders
At the end of 2024, we teamed up with young friends of ours for a street-style campaign full of energy: skateboarding enthusiasts, Tbilisi streets, laughter, memories, boundaries crossed — and of course, Vans, Vans, Vans!

Adidas — Street Legend Meets Street Legend!
What happens when an icon of Georgian hip-hop meets an icon of street style? When both are, in their own way, “superstars”? Yes, we’re talking about Taha and Adidas!

Atrio | Ruso
And naturally, we’ll end this campaign section with another Georgian brand. There’s something special about Ruso Danelia’s signature style — it speaks in the language of premium mood and timeless elegance.

Other Campaigns

Dressup’s campaigns have never been just photos or lookbooks — they’ve always been human stories, something that connects with individuality.

Just like Elene Ghaghanidze during the Calvin Klein shoot — pure, graceful, and so distinct that minimalism could be felt even in her breathing.

At different times, Georgian rugby players appeared in Jack & Jones and Calvin Klein campaigns.

Tato Rusia, Misho Eliava, and Natali Naphia brought chaos and street energy to life with Tommy Jeans — a combination that couldn’t be more Tbilisian.

There were 4D Monster Lobsters with Vans, and Temuriko Diasamidze brought an urban, musical vibe to life in a short film for Levi’s.

You’d also find Zura Khizanishvili and Salome Ghvinia in family portraits reflecting Tommy Hilfiger’s global campaign, while the travel-loving Arveladze brothers appeared alongside Samsonite luggage.

And finally, we must mention the campaigns of Savali, Factory, Atrio, and Dressup Card — all embodying everything Georgian and everything Dressup-style. Each frame is both a story and a step — steps toward Georgian fashion that we’re creating and narrating at the same time.

In Conclusion

Dressup’s story doesn’t end with fashion. It’s a story about how a commercial space can become a platform that supports everything local — seeing and creating what is both contemporary and deeply “ours.”

If you think all these projects, themes, and collaborations share something in common, you’re absolutely right: they all stem from one shared idea — that fashion doesn’t just show who we are, but who we want to be.

That’s why Dressup’s 30-year journey continues today with the same enthusiasm, the same purpose, and the same Dressup spirit — to ensure that Georgian identity never remains only in archives, nor fades away from the streets.