Reinventing the National Icon As a Daily Accessory
Chokh’cha
Background
Chokha is a traditional male dress worn all over the Caucasus region. Through many centuries it has become a symbol of Georgian national identity, but it has lost its daily function and fashion momentum among younger audiences. Today chokhas are priced high and are only reserved for special occasions — as a folk dance costume or formal attire during weddings, diplomatic meetings, and public gatherings.
Tradition + Utility
With a vision to make national identity a relevant part of everyday life for young people again, our design team decided to create the most popular modern accessory with a very Georgian twist. Incorporating the iconic cartridge holders (originally designed to carry bullets or gunpowder) into a comfortable waist bag with multiple pockets, Chokh’cha is named after the original.
Adding a useful function to the traditional form has helped bring the iconic national costume to the most unexpected places — ordinary coffee shops, bars, dance floors, supermarkets, universities, and celebrities’ closets. The first batch was immediately sold out without any additional promotion. Chokh’chas come in many different colorways and materials, making the waist bag even more appealing and accessible to wider audiences. To make things official, the original design has been granted an official patent from the National Intellectual Property Centre of Georgia.
About the Brand
Cosmo Bags was founded in 2015 with a mission to bring a practical utilitarian mindset to creating fashionable accessories. With more than 40 employees, the brand is fusing a personal approach to design with sustainability. Its unique products are available all over the world both in online stores and offline locations.
