Sangay Choden

SonyCTenzin

A visionary Bhutanese fashion designer, fabric innovator, and ethical fashion advocate, I have spent 18 years perfecting the art of natural fiber craftsmanship. As the founder of Sonyctenzin and Fashion Institute of Technology, Bhutan, I am committed to preserving textile heritage while driving sustainable innovation. My journey to start an institute is to provide access to our passionate youth, a hands-on skill on designing and constructing garments.

My work begins with textiles, and each creation is a fusion of tradition and contemporary artistry, designed to empower highlanders, women and youth. By promoting indigenous wool and ethical production, Sonyctenzin safeguards local livelihoods, strengthens border communities and champions fair labor practices. Passionate about shaping the future of fashion, I nurture talent through my institute, redefining style with purpose and craftsmanship.

My inspiration designers are Elisabeta Franchi from Italy and Lt. Issey Miyake from Japan (famously known for Plates)

Creative experiences

My journey in the fashion industry has been shaped by resilience, vision and a deep commitment to craftsmanship. Penetrating the market was a significant challenge and it has taken 18 years of dedication to finally establish an ecosystem that supports and complements my creative process.

At the heart of my work is a weaving studio, where each fabric is designed from the loom personally using traditional techniques and natural fibers woven by our women artisans. The construction of our garments is carried out by skilled tailors at the Fashion Institute of Technology Bhutan, where precision and detail define the silhouette. Finally, our pieces are curated and sold through our high-end boutique, where we proudly serve a growing clientele who value artisanal fashion. I’m also fortunate to export select designs to Europe, the USA, and Japan.

My signature style is rooted in tradition, yet forward-thinking. It mostly consists of flowing dresses, voluminous trousers, and structured silhouette jackets that flatter all body types. Even our accessories such as bags are generously proportioned yet subtly elegant.

What distinguishes my brand is its identity as a cultural expression rather than a commercial label. I design for connoisseurs of art and heritage, the individuals who seek timeless pieces over logo-driven trends. My work celebrates Bhutanese textile traditions, integrating them seamlessly with contemporary aesthetics.

Notable milestones also include the founding of Sonyctenzin and the Fashion Institute of Technology Bhutan, which together form a platform for design innovation, textile preservation, and community empowerment. These initiatives represent not only my personal journey but also my mission to reimagine Bhutanese fashion for the global stage and hence aligning with His Majesty’s current visionary project, the GMC, to equip youth with skills in the creative profession.

Achievements

2018 – CURRENT

CEO | FASHION INSTITUTE OF TECHNOLOGY

Establishment of Fashion Institute of Technology, Bhutan in 2018
Successfully trained and graduated 11 fashion designers under National Certificate Level 3 (equivalent to Diploma certificate) in 2020
Developed and implemented tailored course training for the needs of our clients.2018-Current
Conducted training on Western Garment Tailoring and Garment Construction at Bumthang in collaboration with Ministry of Labor for the duration of 6 months in 2022
Conducted traditional tailoring training and Garment Construction at Bumthang, Trashigang and Samdrupjongkhar in collaboration with Ministry of Labor for the duration of 6 months each in 2021-2022
Conducted Tracksuit Training in Bumthang and Thimphu for the duration of 3 months each in 2022
Conducted Western Garment and Traditional Garment Training to Desuups and over sea Returnees of our Nationality during covid.2022-2023
Upskill Training of 50 trainees under Kido Project for one month in 2022
Upskilling 25 Women in accessory making under RENEW project 2023
National Level Curriculum Development on Fashion Designing, Western Garment, Traditional Garment, Textile Development, Souvenir and Accessory Making. 2018- Current.
Currently ongoing Training on Fashion Apparel Design and construction of garment in Punakha and Tongsa for 3 months each. 2025
Chairperson of Druk Tsemzo Association 2023- Current
Chairperson of Bhutan Textile Association 2023-2025 March.

2001 – CURRENT

DESIGNER | FASHION SHOW | CURATOR | RAMP MODEL | JURY

Participated as a Fashion Designer, Annual Fashion Show, Royal Textile Academy (RTA) – 2006|2007|2008| 2009| 2013
Modeled for RTA – 2001|2003|2004| 2006|2007|2009
Curator|Choreographer of the Annual Fashion Show, RTA – 2008
Featured in FTV USA ( Fashion TV) as a model in Bangalore, 2005
South East Asia Exhibition Show, awarded as best product. 2008
“Window to Woven Dreams” Fashion Show at RTA along with Indian Designers in 2013
Featured in Japan’s BAZAAR MAGAZINE as a Emerging Designer in Bhutan in 2011
Fashion Show and collaboration with Project Bhutan to Groom Youth in Bhutan in 2016
Design and executed First Miss Bhutan’s Evening Gown for all the contestant in 2008
Official Delegation to FDCI Fashion Week in Delhi by Indian Embassy in 2019
Khadi Fashion Show initiated by the Indian Embassy Her Excellency Ruchira Kamboj under Royal Textile Academy to pay tribute to Gandhiji on His 150th legacy among India’s Renowned Designers in 2019
Relaunch of my Brand, SonyCTenzin with a Fashion Show graced by Her Highness Ashi Chimmi Yangzom Wangchuck at Taj in 2019
Featured in Women Magazine, Yeewong on Inspiring Women’s successful Entrepreneur Edition in 2018
Executive Committee Member of Miss Universe, Bhutan in 2022-Present
Jury member of the First ever Miss Universe held in Bhutan in 2022
Jury member for National Film Association in 2019,2021 and 2022
My product was selected as a Best Design by the Art Director/ Designer of Maison Et Objet in Paris in 2022
Pop up, Road Shows and exhibition of my products in the USA, Paris (3 Times), Zurich, London, Sydney, Bangkok, Indonesia and Taiwan( 2Times) from 2011-2024
Currently my designs are featured online called Numero in Japan.
Successfully running two High-end stores in Thimphu

2007 – CURRENT

DESIGNER | SKILLS AND TRAININGS ;

Direct Beneficiary of EU-Bhutan Trade support project for high end product development ( Collection Plan Development ➢ Production ➢ Business ➢ Price ➢ Structure and market trend) by European Experts spreding over 4 years. (2019-2022)
Training program on Natural Dyeing and Eco-printing EU-Bhutan Trade Support Project Training on natural dyeing organized by Agency for Promotion of Indigenous Crafts (APIC) 2021
Product Development and Design Training workshop held by Royal Textile Academy (RTA) by Mr. Joseph for 3 Months.2019
Selected member for capsule collection under Paris’s renowned Art Direct Nelson Sepulveda for high-end market 2020-2022
Training and Exposure field learning of Natural Dyes, Fiber extraction to processing method in Laos and Changmai by EU Project
Field trip to learn about Silk Production( Seri-culture) to Asam and wool processing unit to Bhumthang and Merek with Finish Expert under Finish Fund 2018-2019
Undertook a self-funded field trip to Coimbatore, Ahmedabad, Ludhiana and Delhi to gain hands-on exposure to the manufacturing industry, focusing on fiber processing, textile production and garment manufacturing. 2017-2023
Undertook self funded Exposure field trip, guided by Mrs. Gabriela, a consultant for the EU-Bhutan Trade Support Programme on textiles, who provided in-depth insights into sheep rearing, wool yarn processing and treatment, and the diverse range of woolen product development in Barns, Switzerland 2024

Fashion vision BFW 2025

Title: “PAZAP – The Spirit of a Warrior”

This collection is inspired by the Pazaps – the valiant warriors of Bhutan. They are not just historical figures, but symbols of inner strength, resilience and unwavering purpose. For me, the Pazap is more than a warrior in armor; it is a mirror of my own journey.

As a designer who entered this industry without formal education, every stitch I’ve sewn and every silhouette I’ve crafted has been self-taught. I carved this path through sheer perseverance by navigating a career that was once considered unconventional in Bhutan. In the absence of skilled tailors, mentors, or access to formal design education, I didn’t just survive, I created space.

The Fashion Institute I founded was born from necessity and shaped by vision. I wanted to ensure that no aspiring designer or young artisan would have to struggle alone the way I did. I wanted them to have what I never did: a place to learn, to grow, and to believe in themselves.

Eighteen years later, this dream has become a reality, not just for me, but for the 95% women who now make up my workplace a community. These women, each with their own battles and bravery, are the true Pazaps of today. This collection is dedicated to them and represents all women who fight every day for their families, their dreams and for one another.

Through structured shoulders, fierce lines, and textiles that nod to Bhutan’s warrior past, this collection tells a story of modern strength built on ancient foundations. It is a tribute to resilience, sisterhood, and legacy.

Message to Communicate

With this collection, I want to remind people, especially Bhutanese youth that your origin does not limit your potential. That your pain can become purpose and your struggles, your strength. I want to show that fashion is not frivolous but it is powerful storytelling, and it can be a transformative force for individuals and communities alike.

Expectations from BFW 2025

BFW 2025 is more than a runway, it’s a platform for voices like mine who are unconventional, self-made and grounded in purpose. I hope this event continues to champion diverse narratives, connect local creators with global audiences and reinforce that Bhutanese fashion is ready for the world stage. Personally, I look forward to inspiring young talent, fostering collaborations and building lasting partnerships through this showcase.

Vision for the Future of Fashion in Bhutan

The future of Bhutanese fashion lies in our hands, our roots, and our innovations. I see a generation of designers who are not afraid to rewrite the rules. With increasing access to skill-based education, digital platforms and global dialogue, Bhutan’s fashion landscape is poised for a renaissance. We will continue to evolve ethically, sustainably and soulfully, while staying true to our cultural DNA.

Fashion in Bhutan is no longer just about garments. It’s about identity, empowerment, and progress, therefore, woven together one thread at a time.