The boutique, which stocked imported labels alongside original designs, introduced him to the realities of sourcing, designing and running an independent fashion business. In 2009, he opened the first Chota House store at Iluma – now known as Bugis+ – before eventually relocating to its current Orchard address. Early collections were more fashion-forward, but Tay soon realised that chasing trends was an uphill battle for a small independent label with limited production capacity. Instead of competing on speed or volume, he leaned into what came naturally: timeless garments rooted in craftsmanship, functionality and the attention to detail that gave Chota House its name. MADE IN SINGAPOREWhile many independent labels manufacture overseas to keep costs down, Chota House continues to produce locally – a decision, Tay admitted, driven as much by necessity as philosophy.