The fashion business blends tradition and fashion

Bineka Gurung

A small yet impactful fashion studio in Thimphu is redefining the country’s design craftsmanship.

D-Chen Atelier, founded by Dhechen Chodron, is a fashion business that celebrates Bhutanese heritage infused with contemporary western style.

The name “D-Chen Atelier” (atelier meaning studio in French) reflects the complexity and creativity that defines the brand. Specialising in hand-woven and embroidered western garments, the studio incorporates vibrant Bhutanese textiles into trendy outfits for men and women.

Dhechen Chodron, a 32-year-old fashion design graduate with a marketing twist from Malaysia, embarked on her entrepreneurial journey fueled by a deep love for design. “For me, fashion was more than fabric; it was a way to express my love for design and culture,” she says.

Upon returning to Thimphu, she started a home-based business. And in 2021, she moved into the Changzamtog Startup Centre, officially launching D-Chen Atelier.

Like all entrepreneurs, Dhechen Chodron faced numerous challenges—chief among them, sourcing skilled labour and quality fabrics. She went to Jaigaon, India, where she sourced premium materials that elevated her designs.

With funding from the startup centre, she secured the machines and workspace needed to bring her vision to life.

Today, her atelier thrives, supported by a dedicated team of two—Pema Yangden and Karma Zam—who share her passion for preserving culture through fashion.

Dhechen Chodron’s philosophy is simple yet profound. “Why not combine Western and Bhutanese styles?” she asks.

This question sparked the creation of garments that respect traditional roots while catering to modern tastes. Whether it is a sleek dress or a stylish duffel bag adorned with Bhutanese embroidery, every piece tells a story of cultural fusion and innovation.

When COVID-19 disrupted the world in 2021, she saw an opportunity for creative transformation.

D-Chen Atelier began producing fashionable face masks. These masks, featuring intricate patterns, embroidery, and triple-layer protection, offered a blend of safety and style that resonated with customers.

D-Chen Atelier also specialises in revamping old or damaged clothing, breathing new life into cherished garments with Bhutanese embroidery and modern designs. This service is rooted in both preserving memories and embracing contemporary fashion.

D-Chen Atelier’s distinctive designs have graced prestigious platforms, including Miss Universe, where Miss Bhutan 2022, Tashi Chombal, wore one of their creations. The studio has also crafted costumes for National Day performers and models, and for the Miss Bhutan competition.

D-Chen Atelier secured third place at the Royal Textile Academy’s Digital Textile Competition and collaborated with the Academy on sustainable natural dye projects for the Metamorphosis fashion show.

Dhechen Chodron dreams of showcasing her designs on international runways, proving that Bhutanese embroidery can elevate any fabric into a masterpiece.

At the core of her mission is the creation of plus-size and unisex clothing, sending a powerful message that fashion is for everyone, no matter body type or identity. “We committed to making clothing that boosts confidence and celebrates individuality,” says Dechen Chodron.

With only three women at the helm, D-Chen Atelier exemplifies the power of small businesses to make a significant impact on society.

Their vibrant hand-woven embroideries and transformative designs preserve culture, while celebrating uniqueness, and empowering people. “Fashion is about innovation and taking risks,” says Dechen Chodron.

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