From The Straits Times    |


Zooey Deschanel, Katy Perry, Rachel Bilson and Beyonce Knowles. Credit: Disaya

The trendy Siam Paragon mall in Bangkok is home to the who’s who of fashion.

Chanel, Hermes, Louis Vuitton, Prada, as well as high-street labels Zara, H&M and Massimo Dutti – you will find them all and more at the 3.22 million sq ft mall, one of the biggest in the Thai capital.

But big names aside, the mall, or more specifically its anchor tenant, Paragon Department Store, is a stockist for a handful of up-and-coming Thai labels, such as womenswear label Asava, menswear labels 10/10 and Q, and Issue, for both men and women.

A stone’s throw away, the Siam Center is home to Thai labels such as Curated by Ek Thongprasert, Greyhound Original, Kloset, Painkiller, Wonder Anatomie, alongside international brands such as Victoria’s Secret, DKNY Jeans and Steve Madden.

This co-existence helps the home-grown brands establish themselves in a land known mainly for inexpensive clothes and accessories.

Praphat Somboonsitti, one of the designers behind menswear label Q, says the big international brands draw shoppers, and gives them exposure.

These labels can charge up to $1,000 for a dress, a far cry from prices at Platinum Fashion Mall and Chatuchak Weekend Market, tourist havens where a T-shirt can be purchased for a few dollars.


Quirky Thai label Lalalove London is stocked in Singapore at Superspace. Credit: Lalalove London

But Singaporeans are definitely looking beyond for better.

While shopping at Siam Center, Michelle Chow, 26, first spotted emerging Thai brands Dusk Till Dawn, Yuna, and 27 Friday and 27 November.

“Since language is a barrier, the only way to really discover them is through these malls. Some of the local labels also have their own stand-alone shops,” says Chow, who runs a fashion branding consultancy company.

Despite the political uncertainty, Chow is making her annual trip to Bangkok in August 2014.

“Thai designers drum to their own beat and have lots of options to offer. If you spot a label using interesting materials, it’s probably Thai,” says Chow, citing a tote bag made out of aluminium foil from Thai brand Issue.

Financial service consultant Soon Qiao Ying, who will also be travelling to the Thai capital in August, says many Thai labels have a bold and quirky aesthetic.

Some of her favourite brands include Wonder Anatomie and Lalalove London.

“These brands are not cheap, but they’re more affordable compared with say Italian brand Moschino, which is also quirky,” says the 25-year-old.

Belgium-based Thai designer Ek Thongprasert says the growing success of Thai labels is in part due to the support from department stores and malls.

The designer, who runs his eponymous jewellery label and clothing label Curated by Ek Thongprasert, notes that almost every department store in Bangkok has a corner for Thai labels.

Suphanut Suwansanya, designer of menswear label 10/10 and co-owner of multi-label store Three, says he does not have to pay rent to the Paragon department store for carrying his label.

Instead, the department store takes a cut of sales that is less than 50 percent.

It is not clear if other Thai designers enjoy the same perk.

With Thai labels gaining exposure in their home country, shoppers can expect more of them to make their way here as well to cater to an audience that is becoming familiar with them.

Currently, labels such as Curated by Ek Thongprasert, Sretsis, and Greyhound are stocked at Robinsons Orchard, multi-label store Lula Rock and Tangs Orchard respectively.

Multi-label store Et-i-kit will stock womenswear label Vickteerut from October 2014, while another multi-label store, Threadbare and Squirrel, will soon carry shoe label London Brown. Robinsons Orchard will be bringing in Greyhound’s womenswear line and eveningwear brand ZuZa soon.

Threadbare and Squirrel owner Adrian Ang says he has noticed a growing interest in Thai brands among his customers.

“Some recognise the Thai labels we carry. Nowadays, when we mention that a brand is from Thailand, it does not elicit the ‘wah! why is is so expensive then?’ type of response as much,” he says. In the past year, he has carried Thai accessories brands Mosstories and Perfect Combination.

Multi-label boutique Soon Lee, which is located in a shophouse along Haji Lane, recently opened a new floor to stock a wider range of items including those from Poem, which it has carried for the last three years.

“Ever since we expanded the range, we have been attracting more new customers,” says the Soon Lee spokesman.

DIVERSITY OF PRODUCTS
Tracy Phillips, owner of creative consultancy Present Purpose, says the appeal of Thai labels lies in their diversity.

“You have the more established Greyhound and FlyNow, which are wearable and have a higher quality finish, as well as the more experimental ones such as Adhoc and Wonder Anatomie,” says Phillips, who worked as project director for the Blueprint fashion tradeshow in 2012 and 2013.

“The newer ones tend to focus on having a point of differentiation and standing out. This can lead to more creativity, but can sometimes be at the expense of quality construction,” she points out.

Kenny Lim, designer of local label Depression and co-owner of multi-label store Sects Shop, says he even has customers recommending labels he should bring in.

He currently stocks men’s casualwear brand Shake Appeal, but says not all will do well here.

“In a bid to shake off any connection to cheap shopping haunts, some Thai designers charge pretty steep prices although they have not reached that standard yet,” he says.

Nevertheless, retailers say they are always on the lookout for Thai labels, many of which are hungry to break into the foreign market.

Thai designers cite Singapore as a key market for their expansion plans, given the level of affluence and high tourist numbers.

“If my brand can be successful in Singapore, I think I can also break into the rest of South-east Asia,” says Thongprasert.

5 BRANDS SOLD HERE
SRETSIS
Spell “sisters” backwards and you will get Sretsis, a 12-year-old label launched by sisters Pim, Kly and Matina Sukhahuta.

Pim, 35, who studied fashion design at Parsons The New School for Design in New York City, is the designer of the brand.

Her elder sister, Kly, 37 , handles its marketing, while youngest sister, Matina, 32, designs the accessories.

Sretsis is known for its feminine and quirky appeal, for the girly girl who wants a little edge. Celebrities such as Zooey Deschanel, Katy Perry, Rachel Bilson and Beyonce Knowles have been spotted wearing the brand.

Aside from its three boutiques in Bangkok, it can be found in Singapore, Australia, China and Japan.

Prices range from $68 for a ring to $1,200 for a dress. Available exclusively at Lula Rock, 02-07 Palais Renaissance.


Curated by Ek Thongprasert. Credit: Curated by Ek Thongprasert

CURATED BY EK THONGPRASERT
Belgium-based Thai designer Ek Thongprasert is one of Thailand’s most recognised fashion designers.

After finding international success with his eponymous jewellery label, which he co-founded with jewellery designer Noon Passama S, Thongprasert went on to start Curated in 2009.

The label, which offers clothes for both men and women, has an easy elegance about it. Expect a huge dose of femininity from the current womenswear collection, which features pastels and floral appliques.

Prices range from $299 for a skirt to $799 for a dress. The womenswear collection is available at Robinsons Orchard.

LALALOVE LONDON
Linda Charoenlab’s five-year-old womenswear label is nothing shy of bold.

The fashion styling and photography graduate from the London College of Fashion started her label with just T-shirts, but now also sends out structured dresses and tops in eye-popping prints.

Her designs are also eco-friendly. All prints are digitally made, as opposed to the less green alternative of silk screening.

Prices range from $179 for a sweater to $379 for a dress. Available at Superspace, 02-18 Orchard Gateway.


Vickteerut. Credit: Vickteerut

VICKTEERUT
Since launching his label in 2007, designer Teerut Wongwatanasin has made minimalism his signature look.

The Central Saint Martins fashion design graduate favours sleek styles and easy-to-wear pieces.

Prices range from 3,250 baht (S$125) for a top to 12,500 baht for a coat.

It will be available here from October at local multi-label boutique Et-i-kit, 36A Kandahar Street.


Poem. Credit: Poem

POEM
Founded in 2006 by architect graduate turned designer Chavanon Caisiri, Poem is for the woman who embraces her femininity wholeheartedly.

Its tulle gowns and structured cocktail dresses are red-carpet worthy and there are also sharp separates for some dressy fun at work.

Prices range from $49 for a satin belt to $790 for a voluminous skirt. Available at Soon Lee, 73 Haji Lane.

He also does menswear but it is not available here.

CHECK OUT THESE 5 LABELS WHEN YOU ARE IN BANGKOK


Disaya. Credit: Disaya

DISAYA
Like Sretsis, Disaya by Central Saint Martins College of Arts and Design graduate Disaya Sorakraikitikul is decidedly on the sweet side.

One of her most notable dresses is the polka-dot chiffon tube dress worn by the late Amy Winehouse on the cover of the 2006 Back To Black album.

The dress was sold for more than £43,000 (S$91,600) at an auction after the singer’s death in 2011.

Prices range from 4,650 baht (S$179) for a pair of shorts to 16,500 baht for a dress from the eight-year-old label.

Available at Level 2, CentralWorld and online at www.shop.disaya.com.


10/10. Credit: 10/10

10/10
This menswear label gets a perfect score for its ability to provoke.

Founded by Suphanut Suwansanya, who graduated top of his menswear programme at the London College of Fashion, the label combines traditional tailoring with streetwear.

The result? An avant-garde collection for the modern man.

Prices range from US$100 for a top to US$1,000 for a leather jacket. Available at Level 2, Paragon department store in Siam Paragon.


Issue. Credit: Issue

ISSUE
Founded 15 years ago, Issue has appeared in the pages of international magazines such as L’Officiel Paris and Teen Vogue.

For the current season, designer Roj Singhakul turned traditional Thai and Baroque motifs into graphic prints for shorts, cropped tops, dresses, jackets and accessories for men and women.

Prices range from 1,190 baht to 28,900 baht. Available at Level 1, Paragon department store in Siam Paragon.


Dali Lips Clutch (top) and Dali Eye Clutch by Rougerouge. Credit: Rougerouge

ROUGEROUGE
Editor-in-Chief of Harper’s Bazaar Thailand Duang Poshyanonda combines her love for fashion and surrealistic art into bag label RougeRouge.

You would definitely stand out carrying the brand’s designs, which include the Dali Lips Clutch and Dali Eye Clutch.

Prices range from US$25 (S$31) for a keychain to US$1,100 for a leather handbag.

Available at Level M, Siam Paragon, and at www.rougerougebag.com.

SENADA THEORY
The 12-year-old womenswear label by designer Chanita Preechawitayakul is feminine yet edgy and vintage.

Take her latest collection, which features cropped tops and flared pants inspired by the 1990s and vintage lace dresses.

Prices range from 2,850 baht for a crop top to 8,550 baht for a dress. Available at Level 3, Siam Center.

This article was first run in The Straits Times newspaper on June 27, 2014. For similar stories, go to sph.straitstimes.com/premium/singapore. You will not be able to access the Premium section of The Straits Times website unless you are already a subscriber.