This Under-the-Radar Website Sells the Coolest Pieces—Period
Welcome to our New Website series, where twice a month, we'll be featuring an e-retailer that we love and know our readers will too. Whether it's an old but under-the-radar favorite or a newly launched label, you'll want to report back to your friends with these finds (or maybe keep them to yourself)!
If you're not familiar with Tbilisi-based clothing line and multibrand e-tailer N-Duo-Concept, today is the day your sartorial life changes. Whether we’re looking to actually shop or simply need some out-of-the box inspiration, the site has quickly become one of our go-to resources for what can only be described as really cool fashion. By not only selling a variety of brands (from well-known ones to emerging designers), as well as curating their collection to consist of only the most standout pieces, the site is like a treasure chest of clothing and accessories that can actually still get you noticed (and excited) in the fashion world today. To give you more of an in-depth look at what it is we love about the site, we chatted Natuka Karkashadze, co-founder of N-Duo-Concept, and she answered all of our pressing questions.
Scroll through to read the full interview, and then continue to shop our top picks from N-Duo-Concept!
WHO WHAT WEAR: Can you give us a brief history of how, when, and why you launched your site?
NATUKA KARKASHADZE: I, with my business partner Nina Tsilosani, introduced N-Duo-Concept.com in 2014 as a high-fashion e-retailer with one goal in mind: to help the customer discover something new and exciting. We wanted to share our aesthetic and inspire people. We know what we're interested in and attracted to; we research labels and follow our instinct, and we're constantly trying to offer a really unique shopping experience to our customers.
WWW: When did launching your own namesake clothing line come into play?
NK: Just a year later, we launched the site’s signature brand with the same precision and effortlessly cool aesthetic. Based and produced in Tbilisi, Georgia, N-Duo's eclectically curated and edited collections combine simple and intricate pieces to exude a feeling that is greater than the sum of its parts. It’s the mix of color and texture, though, which create the N-Duo language. We design for the girl with an experimental aesthetic, the girl who is excited by her favorite pieces and is always creating something imaginative with them. It’s up to her to decide what story her N-Duo wardrobe will tell.
WWW: Tell us about the tracksuit. It's so good. What was the inspiration? It's not your average matching set.
NK: Inspiration came from everyone's favorite Wes Anderson's cult movie—The Royal Tenenbaums. Leandra Medine wore it exactly as it was meant to be! She describes the character of N-Duo so well.
WWW: How has being based in the Republic of Georgia, somewhat removed from the fashion capitals, affected your aesthetic?
NK: Yet largely undiscovered by outer world, Georgia is shaking off its Soviet period cultural standstill and is in the midst of rapid progress in art, design, and fashion. It's so exciting to watch in real time how everything is changing.
WWW: What are the biggest trends you're seeing your customers buying for fall?
NK: The biggest trends our customers are buying for fall are statement trench coats from Preen By Thornton Bregazzi and Tome, Rochas Brocade point-toe flats, oversize shades from Karen Walker, and the N-Duo red track suit for sure.
WWW: You ship all over the world. Are there any major differences you see in how people from different countries or cities shop?
NK: N-Duo-Concept customers have more common habits while shopping than differences. The website is dedicated to fashion-oriented consumers who are in need of the something interesting, something new. Our customers are looking for a more personalized experience, emerging and niche brands that clients might not otherwise come across.
WWW: You carry a really eclectic and impressive roster of brands. How do you go about choosing which brands to sell?
NK: So while N-Duo-Concept features recognized names such as Rochas and Derek Lam, it also stocks a number of emerging brands such as Blaze Milano, LF Shoes, Kayu, and many more. While most retailers tend to bank on big designers and classic staples, N-Duo-Concept has taken the opposite route. We are actually phasing out any kind of commodities. We are so lucky to have a customer who is really confident, really daring, who wants to have a standout piece that may very well be in a high price bracket. Our buying team is constantly adding new designers to the site—we find a lot through Instagram, to be honest.
WWW: What makes N-Duo-Concept different from other e-retailers and brands?
NK: What differentiates N-Duo-Concept.com from fashion e-tailers is that its merchandise selection consists of carefully curated and edited collections for a niche boutique, while main players of the luxury e-commerce represent department stores online carrying lots of ordinary clothes. Here up-and-coming and also established designers showcase the really interesting stuff, the kind of stuff that clients might not otherwise come across.
Do you have any favorite sites you'd like to see featured next? Share them with us in the comments!
Opening Image: @ManRepeller