Issue 65

Having set alight the runways of Vienna, Thai fashion brand Black Sugar is set to take off to international markets.

Despite the fast changing trends within the global fashion industry some things are written in black and white – such as the immortal appeal of the simple colours.

“To make black and white clothes, we do not expect all people to like our products,” says Methawee Angthong, creator of the Black Sugar fashion brand. “But we believe that there must be a group of people who love the same style as us. Black Sugar's clothing really does not have a target age.”

Angthong was selected at the DITP’s Bangkok International Fashion Fair (BIFF) to bring her Black Sugar collection to the MQ Vienna Fashion Week in 2016, an important showcase for the burgeoning reputation that Thai designers are developing within the fashion world.

The fashion designer’s research indicates that people wear black and white clothing for many occasions, from casual to formal wear or even to party. She believes this enables her to create a strong brand based solely on these two colours.

“Black represents strength, and sugar shows a hidden sweetness, so Black Sugar is a mix of sweet coolness,” she says.

Even though she does not yet carry out any online marketing, Angthong states the quality of her clothing attracts a wide client base. “Our customers say they love our patterns and the delicate details in the design,” she says.

The proof of Black Sugar’s export success is clear to see, with 40% of sales to the domestic market and 60% to overseas customers in Greece, India, Taiwan, Cuba, South Korea and Dubai. “A Korean buyer has contacted us to open Black Sugar over there,” Angthong adds.

As for the Thai fashion industry, Angthong sees a bright future, and believes that Thai brands have great potential to reach international markets.

“I think there is more awareness and support from the government for the Thai fashion industry,” she says. “This is good because it improves our reputation in international markets. Many Thai brands have the potential to market internationally.”

Angthong says that everyone has ability and talent, the point is how to find the right channel to use them. “People should find a way to stimulate and practice their own ability until the right opportunity comes along, then they will be able to grab it confidently.”

For more information, please visit www.facebook.com/blacksugarbrand
Words by Natthinee Ratanaprasidhi