Issue 31

Darunee Waedang, founder of the Khun Jack brand, winner of Thailand Trust Mark (TTM) and Thailand PM Award 2014 for Best OTOP Export Recognition talks about the woven cotton garment industry and expanding her business into Muslim countries.

Can you tell us how the brand was established?
We started from being an OTOP (One Tambon One Product), and we produced garments for other brands for almost ten years. Seeing our products in department stores inspired us to create our own brand. We joined many training programmes held by the DITP, and I sent my daughter to study design.

Who are the designers behind Khun Jack?
We have a team of young designers. We create uniqueness by mixing Thainess with international trends. Our design changes drastically every year, we cannot stand still. We also have foreign designers who understand the style of each country, whether it’s Australian or Japanese designers. Our Thai designers would learn these styles and develop into their own styles.

What is unique about Thai woven cotton?
Thai woven cotton is complicated. Our garments may look simple, but they come from a complex process that ranges from weaving textiles, dyeing fabrics to designing the garments. The best weavers are in Lumpang province, the best dyers are in Prae province, the best batik painters are in Utaradit province and the best embroiderers are from the hill tribes. It takes time [to go] from the beginning to the finished product.

Who are your clients?
Most of our clients are Australians. Australians are very strict about timing, while Japanese clients understand that [making] handmade products requires time. For Australian clients, we would take orders a year ahead. On the other hand, US clients would focus on high quality.

So where can we find Khun Jack garments?
Now we’re in Siam Paragon, Emporium and King Power. We’re also talking about business opportunities with clients in Shanghai and Singapore. However, first of all our clients need to understand the nature of our production. Handmade garments require time and understanding, and we’re very upfront and we would talk about possible obstacles first. If the clients are fine with that then we can talk business.

What are your plans for 2015?
This year we’re looking more towards Muslim customers. We want to start a trend about natural and eco-friendly products in the Muslim community. Their economy is also improving, so they have the purchasing power. In ASEAN, more than half the population is Muslim. I believe the Halal certificate for clothes and accessories is very important, and as some of our garments are made from leather, we’ll apply for the certificate in 2016. Also, we’re sending our designers to Indonesia and Dubai to gain more clarity about their preferences for colours and their garment sizing. We really need to do our homework before entering new markets. Another plan is to start mixing hemp fibres with cotton to create different textiles. You have to be bold and courageous to stay in the fashion industry.