Issue 45

Horizon Thailand talks to Worrachai Siriwipanan, or TEE, about his inspiration for creating BASIC TEEORY, an eco-friendly brand of accessories that is proving popular in international markets.

Can you tell us about how BASIC TEEORY started?
BASIC TEEORY was officially founded and launched in December 2014 with the concept of ‘making a difference’ to accessories in the market. In my opinion, I think the value of accessories doesn’t depend on the precious materials they are made with – like gold, silver, diamonds, pearls, precious stones or rare materials – but it depends on the real value hidden in common and forgotten materials. BASIC TEEORY then draws out the value of common materials by using creativity to add more value.

What do you think is special about BASIC TEEORY?
BASIC TEEORY is very special and unique. It is absolutely different from other accessories. I use unexpected materials such as waste and recycled paper to create a wide range of wearable art. Moreover, I use various techniques to add value to my products such as printing techniques in creating beautiful graphics and laminating techniques to protect them from moisture. BASIC TEEORY is also a really eco-friendly brand because most of the materials used are from waste products.

What awards have you received?
Last year, I was chosen to be a designer at Talent Thai Now by the DITP, and also as one of the Creativepreneurs in the craft sub-sector in Indonesia so I had a great opportunity to showcase my products in Jakarta. Also, BASIC TEEORY is currently selected as a ‘Rising Star’ in the TOP THAI BRANDS show by DITP.

Who are your main customers?
BASIC TEEORY’s customers are women aged from 30 to 65 who love uniqueness and are looking for masculine-styled accessories. They are from France, Italy, Spain, Germany, Belgium, Malaysia, Singapore, Hong Kong, China, Taiwan, the US and Australia.

What are the main factors behind your success?
I think BASIC TEEORY’s success comes from its uniqueness. I turn a weak point in materials into a strong point, and this finally becomes a selling point.

What does the future hold for TEEORY?
I plan to make my brand an international brand. Now, I’m trying to showcase my work in Thailand and abroad, participating in both domestic and international competitions to get BASIC TEEORY known worldwide, as much as I can.

How do you feel about the new generation of Thai SME entrepreneurs?
Nowadays, there are many new SME entrepreneurs and each of them tries to differentiate their products. I think if they keep on developing and creating new things, Thai SMEs will definitely gain a market share not only in the domestic market, but also on international markets.

For more information, visit www.facebook.com/basicteeory