The new rules of Made in Thailand

To mark its 10th anniversary, W’menswear, a fashion label created by Ponytail Journal blogger Lauren Yates, opened its first flagship store in Bangkok. Yates, who is Hong Kongese-Thai and grew up between Thailand and Australia, hopes her target audience will visit the store to explore her latest locally made products, take part in in-store experiences, and engage in art-driven projects such as the brand’s book on indigo wisdom, Feeding the Pot. “Our community primarily consists of two groups: creative, working women in their 30s and 40s who connect with our values of integrity and storytelling, and women over 50 who are passionate about the arts and find identity and meaning through clothing,” Yates tells Jing Daily. Over the past decade, she has watched Thailand’s luxury landscape mature alongside the growth of the middle class. “While global luxury labels still dominate the market, there’s a growing niche of well-traveled, thoughtful local consumers who value uniqueness over ubiquity,” she explains. “They understand that luxury is no longer about logos but about stories, materials, and meaning.” A new luxury playground Research released by Euromonitor International in late 2024 predicts that Thailand’s personal luxury goods market will grow from $2.4 billion (83.8 billion baht) in retail value in 2024 to $3.6 billion (128 billion baht) by 2029, a compound annual growth rate of 9%. Knight Frank also projects that the number of ultra-high-net-worth individuals in Thailand will grow by 15% between 2023 and 2028. As younger generations prepare to inherit substantial family wealth, Thailand’s market is bubbling with opportunities for fashion and luxury players who understand shifting consumer expectations. According to Yates, Thai consumers are becoming more discerning. “[They are] seeking brands that represent local craftsmanship, authenticity, and purpose,” she says. “When we opened our store in Bangkok, I was moved to see how many customers connected emotionally with the regional stories behind each piece.” Craftsmanship as cultural currency In 2025, trend forecasting platform WGSN named Thai swimwear label Aprilpoolday a brand to watch. Other names gaining attention include wearable art brand Ciclo, resortwear label Decemboy, menswear brand Leisure Projects, contemporary womenswear label Gentlewoman, and ready-to-wear brand Jaspal, which has dressed Thai superstar Lisa of K-pop group Blackpink. Founded by a Central Saint Martins alumnus, Aprilpoolday manufactures entirely in Thailand. Managing director Trong Ronakiat said the focus is on designing swimsuits that fit Asian bodies across a range of archetypes and personalities. “The Thai aspect of our brand comes through in many ways,” he says. “In design, it pops up in some collections such as Tie-die, where the fabric was hand-dyed by local craftsmen in the south. It also comes through in our playful, mischievous brand character, which is reminiscent of the Thai people.” W’menswear takes this idea further by manufacturing across Thailand, allowing each region to contribute its own artistry. In the north, the label collaborates with female Karen silversmiths, an Indigenous ethnic group from the mountainous Thai-Myanmar border. In the east, it partners with weavers and dyers who create handwoven, naturally dyed fabrics from heirloom cotton. In central Thailand, Yates said collaborators craft selvedge denim — known for its durability and quality — on heritage World War II-era shuttle looms. They also hand-knit knitwear and cut-and-sew jersey garments. In the deep south, W’menswear produces Boro garments — an early form of upcycling from Japan — using rescued textile waste with a social enterprise that supports Muslim women from ethnic minority communities. “These stories of craftsmanship are central to our DNA,” Yates says. “We’re preserving traditions and redefining what luxury can mean in the modern world: something slow, intentional, and deeply human. By producing in small batches, we ensure that every piece carries the spirit of the people and places that made it.” Sustainably Made in Thailand Sustainability is also top of mind for many Thai designers and consumers. In 2024, Greyhound Original, a label known for showing at Bangkok Fashion Week and collaborating with IKEA, launched a collection made from rice straw waste titled “Turn Waste to Agri-Wear.” The initiative partnered with local universities and farmers to expand its reach. Y2K-inspired womenswear brand I Love DIY by Panida creates upcycled, handmade streetwear in Bangkok, while accessory brand Pipatchara gained recognition for transforming plastic waste into bags. Featured by youth culture magazine i-D in 2025, Nong Rak is a slow-fashion label weaving tenderness and Thai roots into its designs. Time Out also named menswear label Painkiller Atelier one of Bangkok’s must-see stores. The brand’s philosophy is simple: “Design + Craftsmanship can heal.” Yates cited Thailand’s natural indigo artisans as an example of producers who lead with integrity and authenticity. “The industry nearly vanished, overtaken by cheap synthetic dyes that harmed both the environment and communities,” she says. A revival in the 1990s reignited the craft. “The indigo we use today comes from a diverse network of Thai cultivators and dyers who work seasonally with what nature provides,” she adds. “It’s a process that nourishes both the land and the people. That’s the kind of sustainability that excites me most.” Thai designs go global This pride in Thai craftsmanship could become a new selling point for Thai manufacturing. “Thailand is losing a competitive edge in manufacturing as Vietnam and China become more advanced in this area,” says Aprilpoolday’s Ronakiat. He believes the way forward lies in creativity. “‘Designed in Thailand’ can be something globally admired,” he continues. “But to make that happen, we need to monetize our creativity professionally and take it more seriously. We’d love nothing more than to see more Thai brands on a global stage.” That expansion is already underway. In May 2025, Thai Princess Sirivannavari Nariratana debuted her 320-square-foot pop-up at Galeries Lafayette Haussmann in Paris. Her eponymous brand, founded in 2005, merges contemporary aesthetics with traditional Thai textiles such as silk. The rise of a Thai ‘guochao’ On the runway, Thai soft power has also taken center stage. At Paris Fashion Week Fall/Winter 2025, the single most impactful post came from Thai actress and model Freen Sarocha attending Valentino, generating $1.7 million in media impact value (MIV). Meanwhile, actress Orm Kornnaphat Sethratanapong topped the Paris charts with $15.7 million in MIV across all her posts, according to Launchmetrics. Thailand’s creative community — from TV drama stars to K-pop singers and content creators — plays an increasingly powerful role in shaping how the world perceives the nation. “Our community often discovers us through Thai artists, musicians, and filmmakers who share our vision for thoughtful, meaningful luxury,” Yates says. “That intersection between craft and culture is where I think the most exciting stories are happening right now.” For brands eyeing the market, understanding Thailand’s version of Guochao — a movement that celebrates local pride and products first seen in China — is key. Yates is optimistic that the next wave of luxury will fuse local know-how with sustainability before expanding globally. “Made in Thailand is about niche, highly specialized craftsmanship that could only exist here,” she explains. “It’s shaped by our geography, our traditions, and our people. I hope that in the next decade, it will stand globally for products that are deeply rooted in culture yet forward-looking — luxury that honors its origins while speaking to the world.”

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The new rules of Made in Thailand