Georgian clothing brand Hamo is expanding its custom-made clothing segment as demand for exclusive collections has increased in the local market this year. Co-founder Mariam Tavberidze told BM.GE that individual items from the brand’s exclusive collections typically cost more than GEL 1,000.
The shift in consumer preferences has also affected Hamo’s production process. While the brand continues to focus on limited collections and distinctive designs, more customers are now opting for clothing tailored specifically to their preferences. Custom orders involve consultations with a designer, followed by decisions on the design, color, fabric texture and other details. A sketch and sample are then prepared, with adjustments possible during production.
At present, Georgian customers account for most demand for custom-made clothing, while providing the service remotely to foreign customers is more challenging. At the same time, Hamo’s production costs have increased, largely due to its use of natural fabrics, which are difficult to source locally. The company therefore imports some materials, adding customs and other costs, resulting in product prices rising by approximately 30–40%.
Hamo currently employs two seamstresses and one pattern maker at its production facility, while additional staff are brought in for larger orders. The brand began operating in 2020 and produces clothing in various styles, including a line designed for yoga.
