Created in 2019 by three Portuguese friends who wanted to give socks a more prominent place in everyday style, the Portuguese brand CHULÉ® found in national identity the perfect territory in which to build an original, irreverent and instantly recognisable proposition. Portugal is present throughout each collection through colours, patterns and references drawn from the country’s shared cultural imagination, from pastéis de nata and codfish to Portuguese pavement, sardines, football and many other symbols that tell the story of Portugal with creativity and a sense of humour. More than turning socks into an accessory for personal expression, the Portuguese brand CHULÉ® places national production at the heart of its identity, valuing the quality of Portugal’s textile industry and keeping the development and manufacture of its products in Portugal. Sustainability is also part of this vision through the use of certified organic cotton and the adoption of responsible practices throughout the production process. With a distinctive, contemporary and relaxed language, the Portuguese brand CHULÉ® has transformed an everyday product into a way of carrying Portugal at one’s feet, bringing tradition and popular culture closer to a new generation of consumers. Its expansion into new categories, including clothing, reinforces an identity that remains faithful to its main pillars: originality, Portuguese character and production in Portugal. It is a brand that looks at what is genuinely Portuguese without relying on nostalgia, reinterpreting national symbols, habits and affections with personality and showing that even the smallest details can express, with pride, the very best of Portugal.
