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How Chota House spent 17 years building a slow fashion brand in Singapore
🇸🇬 Singapore /Culture & Society

How Chota House spent 17 years building a slow fashion brand in Singapore

From CNA · () English

Summarized and contextualized by DistantNews.

At a glance

In-depth Named sources Context piece
  • Singaporean fashion label Chota House has spent 17 years building a slow fashion brand focused on craftsmanship and detail.
  • Founder Andrew Tay shifted from trend-chasing to creating timeless, functional garments rooted in heritage style.
  • The brand produces locally in Singapore, citing high minimum order quantities for overseas manufacturing and the flexibility it provides.

Tucked away in Singapore's 313@somerset mall, Chota House operates as a quiet testament to the enduring appeal of slow fashion. For 17 years, founder Andrew Tay has meticulously cultivated a brand that prioritizes detail, quality, and a 'heritage style with a modern twist.' His boutique, adorned with vintage rugs and dark timber cabinetry, reflects a philosophy where good clothing deserves to be appreciated slowly.

Tay, who studied fashion design and worked in retail before launching Chota House in 2009, initially pursued more fashion-forward collections. However, he soon realized the challenges of competing with larger brands on speed and volume as a small independent label. This led him to pivot towards his natural inclination: creating timeless garments that emphasize craftsmanship and functionality.

Chota means ‘small’ or ‘little’ in Hindi. It refers to my attention to small little details, like stitching, buttons, and fabrics.

— Andrew TayFounder Andrew Tay explaining the meaning behind his brand's name and its connection to his design philosophy.

The name 'Chota,' meaning 'small' or 'little' in Hindi, directly references Tay's dedication to the minute details – stitching, buttons, and fabric selection – that define his creations. His aesthetic draws inspiration from a lifelong fascination with vintage military clothing and denim, collected during his travels.

Producing locally in Singapore is a strategic choice driven by both necessity and principle. Tay explained that the minimum order quantities required for overseas manufacturing were prohibitive for his label. Local production not only allows him to maintain control over quality and detail but also provides the flexibility crucial for an independent brand navigating the complexities of the fashion industry.

I wanted to try and see how long I could do this on my own.

— Andrew TayAndrew Tay reflecting on his decision to start his own independent fashion business.
DistantNews Editorial

Originally published by CNA. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

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