Irakli Rusadze was only twenty six years old when he established his own fashion brand, Situationist. The self-taught designer learned construction and sewing from old Georgian craftsmen and soon brought a new label to the emerging Georgian fashion scene. The brand is represented by raw, minimalistic and strict aesthetics implying old Georgian cultural identity, ‘90s memories, and the Soviet period along with a futuristic fashion narrative. Situationist takes its inspiration from the group of political and artistic social rebels of a mid-20th century known as Situationists. The group was born out of the fusion of avant-garde artists, political theorists and street ethnographers who started to explore alternative life experiences that are constructed by everyday life situations. Artistic means of expression – of both the Situationists and the label – is all about aimless wondering, experimentation, sensing time and following one’s own desires.