Oman is witnessing a shift in its fashion landscape with the upcoming launch of “Tchiikago,” a walk-in thrift store in Muscat that aims to redefine how consumers engage with clothing. Set to open in August, the store is being promoted as the country’s first Omani-owned thrift shop offering curated pre-owned apparel alongside reconstructed designs and a clothing donation program tied to store credit.
The concept was developed by two young Omani entrepreneurs: 24-year-old social entrepreneur Nadeen al Towaiya, founder of Omani Archive, and 25-year-old designer Tasneem al Balushi, founder of the reworked fashion label Dollies. Their collaboration merges business acumen, creative design, and sustainability to introduce a fresh approach to fashion consumption in Oman, one that prioritizes individuality and thoughtful purchasing over fast fashion’s rapid turnover.
Al Towaiya pointed to a perceived gap in the local market, noting that affordable options often consist of lower-quality polyester materials that do not offer variety or durability. She emphasized that the core of the initiative goes beyond cost savings, focusing instead on enabling young Omanis to express their unique styles. “One of the best things about thrifting is that you can leave with something that probably nobody else in your community owns,” she said, highlighting the emphasis on personal identity rather than simple bargain hunting.
“Tchiikago” will offer a circular shopping experience that encourages customers to donate used clothing in exchange for store credit, thereby extending the lifecycle of garments and reducing waste. This aligns with a global movement toward circular fashion, which promotes reuse and redesign to limit environmental impact. Al Balushi’s work with Dollies complements this approach; she transforms existing garments using embroidery, fabric painting, and upcycling techniques. “One piece can become multiple versions of itself, and that alone can replace multiple new purchases,” she explained, underscoring sustainability alongside style.
Despite the eco-conscious framework, both founders stressed that fashion appeal remains paramount. Al Balushi noted that sustainability should not overshadow the excitement and desirability of the pieces, ensuring they remain attractive to customers.
Al Towaiya also highlighted the growing thrift culture in Oman, referencing the popularity of events like the Wadi Kabir Friday Market and the emergence of similar stores in recent years. She addressed concerns about hygiene associated with second-hand clothing, noting that garments—whether new or pre-owned—are always washed before use.
Looking ahead, the founders see “Tchiikago” as more than a retail outlet; they envision it as a community hub that will host discussions, events, and initiatives focused on sustainable fashion and conscious consumption. Their aim is to shift public perception of clothing from disposable trend-driven items to meaningful expressions of personality and creativity.
The store’s name evokes curiosity among shoppers, prompting questions about garment origins. For its founders, this curiosity represents a broader transformation in how Omani society engages with fashion, blending cultural identity, sustainability, and innovation.