Issue 49

Horizon Thailand talks to Chalermkit Pokamas, founder of Just-In-Case, on how he turned his passion for shoes into a business.

Can you tell us how you entered the fashion industry?
Before starting my own business, I searched for shoes that helped me stand taller because I am not tall. I love shoes very much and I had about 50 pairs of shoes. One day I asked myself why don’t I make shoes on my own and have my own brand. Therefore, in 2012, I took a course at a shoemaking school and learned how to make shoes from scratch, gaining insight on handmade shoes before creating my brand, Just-In-Case, in early 2014.

What makes Just-In-Case stand out?
We are unique because we think differently. I believe that good design is not only about beauty, but it must help people live better and happier. Like our slogan ‘Creative Elevator Shoes With Craftsmanship’, Just-In-Case uses design to ease the problems of the wearers, as they want to look taller without anyone noticing. Our shoes have built-in heels that are invisible to anyone except the wearers. All shoes are handmade with the finest materials and can be customised to any individual. For custom-made shoes, customers can select the type of leather and design they prefer.

Who are your key customers?
Our brand has two main target groups including men and tomboys who want to increase their height. We also offer shoes for women and now the ratio of shoes for men and women is 70:30.

Have you won any awards?
Yes, our GentleBoy Collection – Shoegether – received the Design Excellence Award 2015 (DEmark). This design was inspired by my childhood when life was about fun and I believe that sometimes men still feel like children. I presented this idea through the collection, encouraging customers to express their imagination like a child. They can mix and match the colour they want for the shoes, which can be separated into two pairs for use on different occasions.

What are your future plans?
I want to expand to other countries by selling Just-In-Case shoes through my business partner’s shop in Hong Kong, and also plan to open my own shop in Laos in the near future, probably in mid-2016.

For more information, follow FB: www.facebook.com/justincaseshoes
Photo courtesy of Just-In-Case