Our Commitments

Chula is both a Vietnamese áo dài and a Spanish sevillana. The house was founded by two Spaniards who fell in love with Hanoi, and it is made by Vietnamese hands who have shaped its work for two decades.

Every design draws from what is around us. We reinterpret traditional garments such as the áo dài and áo yếm through a contemporary lens, and we work closely with the textile traditions of northern Vietnam, from woodblock printing to the hand-woven brocade of the highlands.

Beyond the atelier, the Diego Chula Cultural Garden brings fashion, art, and music together in one place, as an offering back to the city that shaped us. For Chula, culture is something to protect, share, and keep alive.

Chula is a house built on craftsmanship. Every piece is made at our Hanoi atelier by an experienced team of artisans, many of whom have shaped Chula's work for more than two decades.

Over the years, the atelier has become its own school. Knowledge passes from one generation of makers to the next, and Chula's understanding of quality is held in the hands that carry it forward.

Keeping the making in-house allows us to follow every piece from first sketch to final finish. Craftsmanship, for Chula, takes time, patience, and care, and nothing leaves the atelier before it is finished.

At Chula, every decision is made close to the atelier and to the artisans who work in it. The majority live with a disability, and most have been at Chula for over a decade, their skill and steadiness at the center of everything the house makes.

Materials are sourced with care. We work with local fabric producers and small workshops we know by name, choosing the people we buy from as carefully as the fabrics themselves. Nothing is thrown away. Every offcut, every remnant, finds a place in a future piece.

Chula makes fashion slowly. Only what is worth making, only in small numbers, and only by hand. This is what ethics means to us: not a statement, but a set of choices, made piece by piece.