SoiWat

SoiWat : When you created your brand what was your ambition, did you focus on a particular part of the market?
Chai: No, I just wanted to express myself and do something that would be different and stand out on the market. Basically I wanted to do the sort of clothing I was not able to find in the shops, something for happy living people who have fun with life and are a bit different.

SoiWat : How did you start the Headquarter concept? A collective like yours is very unusual.
Chai: We had all been freelance designers for a long time already and wanted to start on our own. You know, we are long time friends and we were talking about it for quite a while. Also it was very hard to start alone in those days, so we tried to find a way to collaborate and help each-others without compromising on our own styles...

SoiWat : In many occasions, when we meet you or your Headquarter partners, there are younger designers around you... Somehow it leaves us under the impression you are doing a lot for the next generation. You all seem to be some kind of Teachers, no?
Chai: I thing our example just inspires them a lot. You know, it took about 10 years between our generation as Bangkok designers and the precedent one. So they come for advise... I am also a guest lecturer at the university. So it is quite normal I keep in touch with the next generation.

SoiWat : Well I think you undermine your influential role as a collective... For instance the winner of the last Mercedes Benz Fashion Award has been colaborating with Patarasarun who offers kind of interships and advised him...
Chai:...

SoiWat : Hum, I don't want to embarass you... How is it to be a Bangkok designer? Do you feel the city inspiring? Is it a good place to create?
Chai:Nowadays, there is a lot of competition in Bangkok, there are so many young designers, and a lot of talented ones, you have to spend a lot of energy to stand out...

SoiWat: Is it harder for business and better for creativity then?
Chai: It' the same.

SoiWat : What about Pret à Porter in Paris, how do feel about this kind of international fashion fair?
Chai: There is a lot of different buyers here, with different needs and they are very specific about what they want so there is an opportunity to be just what buyers want. But placement is very important. Last time I was not in such a good area and I can see the difference now.

SoiWat : From the meetings you had here with european buyers, what do you think of their profile? Is your European target different?
Chai: Buyers have the same profile here as in Bangkok. They tend to make small orders now, but we are only starting a long term relationship. They might try us with small orders as a begining... That's how trust is slowly being built. We'll take good care of their orders so they won't be disappointed.

SoiWat : Let's talk about production issues now, what about your textiles, are you still having trouble securing your fabrics, where are your sources at the moment?
Chai: Mostly I find better quality in Japan so it is my main source for textile. I mostly use finest grade coton and there I can find what I need.

SoiWat : And from Thailand?
Chai: Thailand is getting better and more and more I find the quality I'm looking for in Thailand. it's only starting but it is a very good thing because it will help to secure our supply on a longer run.

SoiWat : What about your workforce?
Chai: It is hard to recruit good seamsters in Thailand, there is a lot of competition to get the good ones. So when you have them around you dont want them to go. Also, because we spend a lot of time training them, we have to take good care of them.

SoiWat : Excellent, that's about all I wanted to ask, and I see you're about to eat. Thank you for your time. Just a last question, everybody ask us where to find the clothes featured on our website... So, where?
Chai: Where? Fly to Bangkok!