ABOUT US

Established in 2012 as Chinga Clothing, our brand has grown, evolved, and expanded far beyond its beginnings. In 2025, we proudly rebranded to EMEL The Label — a new name that reflects our vision, our community, and the direction we are moving as a modern New Zealand brand.

Based in Auckland, New Zealand, we are a family-run business with a loyal customer base across the world. Our growth continues to be powered by returning customers and word-of-mouth recommendations something we are deeply proud of.

At EMEL The Label, customer care is at the heart of everything we do. We may be a small team, but every customer is treated as an individual. We believe in providing premium service, quality craftsmanship, and exceptional value.

Our clothing is designed for comfort without compromising style. We are known for our signature parachute hoodies a collection that sells out every year, often available for pre-order months in advance due to demand.

As a growing brand, we work with a mix of local and international production partners. Some of our pieces are proudly made here in New Zealand, supporting local manufacturing and craftsmanship. Other garments are produced through trusted manufacturing partners in China and Bangladesh, allowing us to maintain quality while offering accessible pricing. Some of our tees are sourced from AS Colour, known for their premium blanks and strong reputation for ethical and responsible production to bring blanks come to life. 

Rooted in authentic New Zealand streetwear and inspired by clean silhouettes and subtle floral influences, EMEL The Label delivers effortlessly wearable pieces that move with you throughout the day.

Functional, timeless, and made for real life — this is EMEL The Label.