The Thais that bind

Thais are known for their ingenuity in presentation and packaging. The Philippines, in fact, can learn a thing or two from them. Their native food is superbly encased in simple yet contemporary containers; their beaches are marketed wonderfully as the ultimate tropical destinations; and their handicrafts are displayed in night markets and hip locales. Now, even their fashions are drawing much attention. If you go to Siam Center mall in central Bangkok, you’ll be amazed to find all these Thai brands that sell hip, fashion-forward clothing, brands that can easily be mistaken for an American or European label. (You begin to wonder how Philippine retail can catch up.)

Proving that Thai fashion has potential global marketability, three of these hip fashion labels in Siam Center — CC-OO (pronounced “c c double o”), CPS Chaps, and Lyn — are now in Manila, by way of Suyen Corp, mother company of Bench, Human and Kashieca and exclusive distributors of international brands Aldo, La Senza, Celio, The Face Shop, Fox and Charles and Keith.

These three brands are all under the Jaspal Group, one of Thailand’s prime retail players and the distributors in the country of Italian label Sisley, Footwork Shoes and home furnishing brands such as Ethan Allen, Invista and Sealy. This is the first time Jaspal, in a franchise agreement with Suyen, has agreed to put up stores outside of Thailand and the decision to go with Manila couldn’t be more obvious. “The Thai and Filipino people have many things in common: the same tropical climate, the same slim figures, and love for fashion,” explains Chanchira Hongladarom, marketing and sales manager for CPS Chaps. And looking at what each brand has to offer in a recent fashion show, it’s almost a sure thing that Manila’s fashion-obssessed will be as enthusiastic.

Lyn

Five-inch stilettos and comfort don’t necessarily mix, but with Lyn’s shoes, they seem to have found a match. The very trendy label is for the woman who loves to play dress up and who won’t hesitate to wear shoes with a curved heel or an impossibly high platform. Lyn’s great construction tries to assure that painful arches will be the least of your problems.

This season, the brand gets on with the obsession with rock and roll with studded heels, strappy stilettos and shoes that mix materials: fabric with leather, metal with plastic. Bags also get the same treatment: studs and chain details are prominent on Lyn’s clutches, totes and sling-ons.

CC-OO

“A lot of our customers, even the Thais, are surprised to find out that CC-OO is a Thai brand,” reveals Kovitri Sereemontrikul, senior brand manager for CC-OO. The brand’s pieces are actually a bit different from the edgy, fashion-forward fashion that has come to characterize modern Thai design. “American vintage” is how Seree–montrikul describes her brand’s concentration, essentially clothes that would look perfect on youths with suntans, pearly whites and a combi van. For this season, that would mean a lot of chambray boyfriend shirts and seersucker rompers for the girls, and bold striped piqué shirts, checkered button-downs and rolled-up faded jeans for the menfolk. “These are practical, basic pieces with great styling,” adds Sereemontrikul. Easy wear, actually: pieces that you slouch around in, but, if you’re game enough, can dress up for an evening out — maybe more for a relaxed lounge atmosphere rather than a club pumping out jarring beats. “We try to differentiate our brand. We have great finishes on good quality.”

CPS Chaps

CPS Chaps is how the Thais do high street fashion. The latest trends are reflected in every CPS collection although, thankfully, given an affordable price tag and world-class quality. For their first formal showing in Manila, CPS also rounds out the ‘80s trend, offering loud graphic tees and louder neon colors on one hand and faded washes on the other end of the fashion spectrum. This is streetwear at its fastest and most vociferous with a focus on jeans: colored jeans, ripped jeans, jeans with frayed finishes, and, for the menfolk, jeans with roomy crotches that saunter down to narrow legs. It’s not just the design of their jeans that CPS Chaps is proud of. “The fabric of our denim is imported from Italy. We actually have the same supplier as that of European brands,” reveals CPS marketing head Chanchira Hongladarom. She also reveals, quite proudly, that the tears and frays and distinct washes of their distressed pairs are actually done by hand, giving each denim pair a one-of-a-kind appeal.

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