FEB. 14, 2014

Newcomer brand questionnaire / Sretsis

Pim Sukhahuta



Pim Sukhahuta


Women’s / Clothing, Shoes, Bags, Hats and Accessories

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

Growing up with my two sisters and playing with clothes.
After graduating from Parsons School of Design, New York, I opened the first Sretsis shop in Bangkok and my sisters joined to help. We’ve then been working together ever since.

―What is the brand’s concept? What do you want to communicate through fashion designing? What are the images of men and women you want to project?

Dreams, childhood fantasy, and humor in collision with reality and time.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

It can be anything that I feel relevant at the time. My inspiration can come from traveling, experiences, memories, cultures, arts, movies, or even ordinary things, then we interpretate the ideas and present them through clothes from our point of view.
We usually starts with concepts, or themes, then research, sketches, and develop our own textiles and prints, and garment sampling.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

Our current stockists range from well-known department stores such as Isetan Shibuya and Matsuya Ginza to multi-brand stores such as Sauce Dubai, and Lula Rock Singapore.
A lot of my customers are young at heart women with modern attitudes. They don’t necessarily follow any rules or trends but look for something unique that suit themselves. Wearing Sretsis can be like putting little sprinkles of fun and fantasy into an everyday life.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

Not a particular brand, or designer, or style but more of the history and movement of fashion from the past to present that I find most fascinating.
A lot of our designs tell a story from our personal experience, we might choose to refer to a certain style one collection and do something completely different the next. For me, fashion changes with time, the challenge is to always do something different, a little unexpected, while remaining true to our aesthetic and philosophy.

About 2014-15 A/W collection

―Why have you chosen Tokyo (or MBFWT) as the venue for presenting your collection?

Japan is one of our fastest growing markets and we see a lot of potential for Sretsis in Japan.

―What is the concept / image for your brand’s 2014-15 A/W season?

A mix between club cultures from the old-fashioned English Gentlemans’ club culture, girls cheerleading club, to childhood curious clubhouse.
Its titled “The Curious Club of Gentlewomen”. It’s basically the kind of club Sretsis girls would be hanging out.

―What is your vision for your show / installation?

I’d like to see our Curious Club of Gentlewomen come to live!


―What are your brand’s future outlook and goal for 2014?

To have a fashion show with MBFWT is one of our 2014 goals, and to open a shop in Tokyo!


―What does Tokyo represent for you?

Passion, obsession, fun, and fantasy.

―Which parts / sites of Tokyo do you like most? Why?

Omotesando hills and Cat street are fun for shopping and walking around.
But Daikanyama is one of my favorite neighborhood with all the little boutiques and vintage shops.
I also enjoy a peaceful walk through Meiji Jingu forest and Kichijoji park if I have time.

―What are your favorite / recommended shops (of any genres, e.g. fashion stores, homeware stores, food services), facilities and sites?

Bonjour record, T-site bookstore in Daikanyama, and Pass the Baton.

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