Think of leather, think of major European fashion houses, think again. Thailand’s designers are trying to challenge normal conventions both home and abroad.

It is hard to conceive of any brand of leather goods that is not European. Famous names like Louis Vuitton, Gucci or Hermés are imbued with images of Parisian boulevards or the narrow lanes of Florence. Yet, times are a-changing with Thailand ready to increase its market share in exotic leather goods – bags and wallets made from crocodile, ostrich and even stingray leather.

“Thailand has long been famous for its tanned exotic leather,” says Veera Lertruangpunyavut, the vice president of Thai Leather Goods Association. “And now we’re ready to export our own brands.”

The market for exports of Thai leather goods is already huge. The value of Thai leather goods exported last year reached US$1.7 billion. According to Lertruangpunyavut the majority came from exotic leather goods.

“We have materials, skilled labour, and designers,” he says. “I think the only obstacle in making Thai brands famous is a lack of knowledge of branding.” His association is now helping to eradicate this weakness, by inviting experts in branding and trendsetters to talk in Thailand, as well as offering a free management course. Also, the DITP helps by offering courses and workshops in design.

“Buy quality, buy design, buy Thai – that’s our motto,” says Lertruangpunyavut. “Thailand has excellent craftsmanship that matches the French and Italians, but at a cheaper price. We’re promoting Thai exotic leather goods at both overseas events and Thai events such as BIFF & BILL (Bangkok International Fashion Fair & Bangkok International Leather Fair).”

One exporter of exotic leather that needs little help with branding is Sea Star, which specialises in stingray leather products. Originally, the company focused on made-to-order manufacturing, but this changed in 2011 when Paphonphat Palanusont, the company’s lead designer and manager, decided to launch annual collections of stingray leather fashion products.

“We find our identity in intriguing details and new techniques, which create our unique designs,” says Palanusont. An example of this is a copyrighted technique of tanning stingray leather called Crown Jewellery Method, which gives the durable leather a shiny reflection. “I tried to play around with this technique and designed a collection I called 3D design,” says Palanusont.

Not content with creating the Sea Star brand, Palanusont also wishes to rebrand the exotic leathers themselves. Conventionally, crocodile and stingray leathers are associated with Thailand’s golden generation. Now with his new collections, Palanusont is targeting a younger customer, through using bright colours and creating a younger look.

Palanusont believes that creating annual collections both helps increase awareness of Sea Star as well as keeping the designs fresh. “I think a new collection once a year is important,” he says. “It motivates us to develop new techniques and gives us a better image as a brand.”

www.seastar-leather.com

Words by Ratipol Opasjaroenkij.