AZAT MARD, a brand founded in London, has become one of the most popular and influential names in Armenian fashion today. Created by Garen Tchobanian and Neil Malhotra, AZAT MARD was inspired by Armenian culture and heritage. The name itself, meaning “Free Man” in Armenian, reflects values of freedom and self-expression, which lie at the core of the brand’s identity.
AZAT MARD is renowned for its high-quality, luxurious designs that combine premium materials with contemporary style. The brand offers a wide range of apparel and accessories, including T-shirts, caps, hoodies, and unisex pieces for men, women, and even children. Each collection is infused with cultural symbolism and minimalist design, appealing to Armenians globally and anyone drawn to unique, meaningful fashion.
The brand has gained international acclaim through collaborations with prestigious institutions and notable personalities. AZAT MARD’s partnerships include collaborations with the Ararat brand, Charles Aznavour’s heritage foundation, and Sergei Parajanov’s museum, featuring designs honoring these Armenian icons. One of the brand’s highest-profile endorsements came from football star Cristiano Ronaldo, who publicly wore AZAT MARD apparel, sparking global interest in the brand and Armenian culture. Furthermore, the brand has partnered with the Armenian Football Federation, solidifying its connection to Armenian sports fans and the community.
Today, AZAT MARD is available not only in London but also for Armenian customers in Yerevan and online through platforms such as azatmardofficial.com and yooto.online. With its high quality, comfort, and iconic designs, AZAT MARD continues to win over new fans, becoming a favorite among Armenian youth and the diaspora.
