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We believe in a joyful way of life and this is reflected in our designs, which we inject with color and humor, lifting the spirits both of the wearer and the admirer.

 “Chula is surely wearable happiness! When I hear Chula, I instantly smile - because I have so many beautiful memories wearing Chula. It's more than just clothing“ 

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HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles
HN29 - colorful hanoi circles

HN29 - colorful hanoi circles

$ 219 USD
AL21 - Life is a star
AL21 - Life is a star

AL21 - Life is a star

$ 288 USD
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night
SC12 - Moon Night

SC12 - Moon Night

$ 219 USD
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08
Trench Klee -S08

Trench Klee -S08

$ 483 USD

Did you know?

If you wear a Chula, you wear...

  • Unique design
  • Handmade
  • Artisanal processes
  • Social commitment

We are a SLOW FASHION BRAND and our main focus is to create a unique piece just for you, your forever wearable art. We try to only use locally sourced materials, hand-made by  our talented staff. Our production levels are always reflecting the demand for our brand, and any leftover materials are repurposed to ensure little waste of resources.  

Black & White Collection

Black & White Collection

A Luoi Collection

A Luoi Collection

Colorful Hemp

Colorful Hemp

Geometric Stamps Collection

Geometric Stamps Collection

Our Collections are usually strongly linked to Minorities or Cultural symbols Around the World.

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F14 - He Loves me
F14 - He Loves me
F14 - He Loves me
F14 - He Loves me
F14 - He Loves me
F14 - He Loves me
F14 - He Loves me
F14 - He Loves me

F14 - He Loves me

$ 334 USD
L53 - Climbing Hills
L53 - Climbing Hills

L53 - Climbing Hills

$ 311 USD
WS28 - diana skirt
WS28 - diana skirt

WS28 - diana skirt

$ 239 USD
BS03 Pink
BS03 Pink
BS03 Pink
BS03 Pink

BS03 Pink

$ 265 USD

what is Chula?

“Chula is a Spanish adjective that means ‘something different, something special, cool’. You can use it as well to describe a woman who is proud of who she is and doesn’t care what people think about her.

We wanted to create something personal rooted in the local culture, but with a global flair and a language everyone could understand.

Chula is like a family, it´s a slow fashion company, it´s a cultural hub, it´s a meeting point for people...
where fashion is just an excuse"

play me!

Our philosophy believes in inclusion, cultural traditions, happiness of life, sense of humor, handmade fashion and suitable small-scale projects.

Within 30+ employees, 80% have the super-ability to neither speak nor hear. Our corporate language is sign language. We promote the treasures and skills of our people

know them better

My husband Diego, and I, arrived in Hanoi in 2004 as a young couple. Almost instantly, we fell in love with Vietnam, feeling inspired by the people, the food, the colors... But also the fabrics and crafts surrounding us everywhere.

 Chula started in our home, just us and a sewing machine, trying to turn our ideas into reality. A fashion brand reflecting our love and admiration for Vietnam, its culture, and its people. It is our own form of wearable art, incorporating culture in all of our creations and combining simplicity in shape with unique designs.

 Over time, Chula has transformed into much more than just a fashion brand; it has become a community and cultural landmark. Today I want to keep growing the Chula family we have all come to love.

Our Mission | Our Story

our finest product

How Chula is made

1

Unique design

We create unique dresses so our Customers can wear one-of-a-kind garments.

2

Hand - Made

With a limited production capacity, we guarantee the quality of each product.

3

Social company

Within 29 employees, 80% have super-abilities. Our corporate language is sign language.