This is a magazine article on the hot new brand IndigoSkin Jeans based in Thailand. IndigoSkin Jeans was originated by a young designer Tuchawee Sonthirati, who was inspired by his passion for Japanese jeans. Tuchawee decided to build a Thai brand that will one day go global and show the world our heritage through modern fashion.

1. Stitches 4 Success
6 March 2012
By Pananya Sonthirati
IndigoSkin, the skin of jeans
enthusiasts
BANGKOK
–
12,900
Baht
might
seem
outrageous
for
a
pair
of
jeans
from
a
two-­‐year-­‐old
brand.
But
believe
it
or
not,
these
jeans
are
selling
really
fast
and
the
brand
is
growing
quite
remarkably
in
Bangkok,
Thailand.
IndigoSkin
is
a
brainchild
of
Tuchawee
Sonthirati,
known
as
Plalai04
in
a
Thai
street
fashion
online
forum
called
Soul4Street.
The
brand’s
concept
is
The
Quality
of
Siam
-­‐
to
create
jeans
that
are
quintessentially
Thai;
fusing
authentic
Thai
art
with
quality
denim.
In
late
2009,
Tuchawee
launched
IndigoSkin
and
a
buzz
began
to
spread
online
over
a
pair
of
smart
blue
jeans
with
back
pockets
that
have
a
scroll
motif
running
up
and
down.
It
is
familiar
in
Thai
art
as
lai
kanok,
which
is
central
IndigoSkin
brand
and
design.
Today
IndigoSkin’s
online
forum
received
more
than
1.5
million
visits
in
total
-­‐
nearly
1,000
clicks
per
day.

2. “The online forum gives me
a way to connect with my
loyal customers.”
The
27-­‐year-­‐old
designer
added
that
he
took
advantage
of
the
Internet
and
began
by
gathering
opinions
from
other
young-­‐blooded
jeans
lovers.
What
he
does
is
simply
pitching
a
bit
of
an
idea
of
his
next
collections
to
the
target
market
and
observing
their
responses.
It
serves
as
a
place
where
he
can
get
in
touch
with
his
fans,
allowing
them
to
provide
feedbacks
and
keep
up
with
IndigoSkin’s
latest
collections.
This
gives
him
free
market
research
and
instant
market
penetration.
What
inspired
him?
Tuchawee’s
idea
was
sparked
by
his
admiration
for
Japanese
brands.
Mizra
and
Samurai
Jeans
are
among
the
brands
that
“Be
first,
or
be
nothing!”
integrate
traditional
Japanese
materials
with
modern
jeans.
From
-­‐-­‐
Tuchawee
Sonthirati
these
examples,
he
decides
to
be
the
first
to
do
the
same
for
Thailand
by
combining
Thai
art
with
today’s
clothing
and
creating
trendy
lines
of
fashion.
Talking
about
his
brand
name,
Tuchawee
said
“It
aims
to
reflect
the
lifestyle
of
denim
enthusiasts
who
always
have
their
jeans
on
wherever
they
go,
which
resembles
having
jeans
as
the
second
layer
of
skin
–
IndigoSkin,”
Tuchawee
said
that
at
present,
Thai
jeans
fanatics
are
giving
great
support
for
IndigoSkin
as
they
see
optimistic
potential
for
its
international
success.
“They
are
proud
to
be
part
of
IndigoSkin’s
progress.
Some
even
own
every
single
collection
we
launched.”
2 lorem ipsum :: [Date]

3. “Precision &
Prestige”
So
how
did
he
add
so
much
value
to
his
jeans?
Tuchawee
builds
his
brand
around
the
concepts
of
precision
and
prestige.
He
always
makes
sure
to
communicate
to
his
customers
that
he,
as
the
designer,
cares
most
for
the
quality
of
his
products
and
pays
close
attention
to
every
little
details
that
make
up
the
whole.
From
stiches
to
buttons
to
fabric
used
in
the
end
product,
Tuchawee
did
his
research
and
cares
for
each
part
as
if
they
are
equally
important.
IndigoSkin
is
always
looking
to
source
various
authentic
Thai
fabrics
such
as
silk,
natural
indigo
(yam)
dyed
and
Thai
tartan
pattern
fabric
from
all
over
the
country.
Khomapastr,
one
of
Thailand’s
well-­‐known
traditional
fabric
suppliers,
exclusively
designs
and
produces
silk-­‐screened
fabric
for
the
all
collections
of
IndigoSkin
jeans.
To
add
even
higher
value
to
his
jeans,
Tuchawee
chooses
to
use
Japanese
hand-­‐
woven
denim
because
they
are
among
the
world’s
best
denim
producers
with
the
highest
quality
control.
3 lorem ipsum :: [Date]

4. The
limited
edition
-­‐
the
Dream
Jeans,
with
only
100
pairs
available
(all
sold
out),
not
only
uses
Khomapastr
fabric,
but
also
Jim
Thompson
Jim’s
Dream
Collection.
Tuchawee
chooses
this
collection
because
it
portrays
a
pattern
of
the
olden
weaving
village
of
Thailand.
He
said
that
he
wants
to
tell
the
whole
world
about
Thai
art
and
heritage
through
modern
clothing
that
blends
with
our
everyday
life.
Just
recently,
IndigoSkin
collaborated
with
Converse
in
making
a
special
IndigoSkin
X
Converse
Collection,
which
will
be
available
this
month.
Also,
coming
soon
is
the
latest
collection
made
in
Okayama,
the
S-­‐Series
in
collaboration
with
Japan’s
top
craftsmanship,
which
name
to
be
revealed
when
the
jeans
are
available
this
April.
Apart
from
this
IndigoSkin
offers
more
options
of
jackets,
t-­‐shirts
and
work
shirts,
shorts,
leather
goods
and
more.
For
its
future
Dream Jeans Limited Edition
production,
Indigoskin
looks
forward
to
combining
other
traditional
with back pocket of fine
linen from Jim Thompson Thai
materials,
such
as
Pa
Kow
Ma,
Thai
silk
and
Pa
Mo
Hom.
Bt 7,950.-
Right
now
IndigoSkin
jeans
are
available
at
The
Esplanade
Ratchada,
second
Floor.
The
brand
is
now
looking
to
expand
to
Terminal
21.
“IndigoSkin
will
go
global
and
show
the
world
what
we
can
do.”
Top Left &
Bottom: S-Series
in Collaboration
with Japan
Top Middle: IS
Wabash Work
Shirt
Bottom Middle: IS
x Converse
Right: IS “Indigo
Jacket”
4 lorem ipsum :: [Date]