IMPRESSIONS from a Cross-section

Chola is a brand which not only wants to remove the gender concept, but also the age constraints. Kids, mothers and grandmothers wear my clothes. People are happy because they can just put on the clothes and not think much about it. They don't have to adjust it, unbutton it; those are not too tight, not too restrictive, and allow a lot of movement. At the same time, those are something that can transit from morning to evening. People appreciate the fact that they can wear them through various occasions and at different times.

I, at a personal level, would not wear a skirt, but there are men who would like to get into women's skirts and that is why they feel comfortable in coming to our brand because we propagate that-a skirt should not identify with a particular gender. We don't consider clothes to be bound by gender, especially in today's world. The last problem should be who is wearing what. I think our role in this whole movement is propagating the thought itself, and not the product. The product was always there but initiating the conversation that 'look within you' is what we want to do.

We sell shirts to everybody. We market to the LGBTQ community, but not exclusively to them. We have a reputation for fun prints and well-made clothes. Anyone can find us online. Our lesbian customers are the most loyal as better-known brands do not meet their style needs.