Thai Jewelry Brand Pattaraphan Expands Into Apparel

DRIP DROP: Pattaraphan, the Thai jewelry brand founded by Pattaraphan “Nok” Salirathavibhaga, is expanding into apparel with a limited-edition T-shirt capsule launching Thursday.

Following the brand’s move into the bridal space with a newly formalized range of engagement and wedding rings titled the “Promised Collection,” the founder said she felt the need to keep things casual.

“I wanted to create something that I actually would live in,” she told WWD. “Like my jewelry, everything I make is something I would want to wear.”

With an approach of limited-edition drops, T-shirts felt like a natural place to begin in Bangkok, where the heat makes them a daily staple.

Salirathavibhaga’s first capsule is dubbed “Hi Pressure” and takes its cues from the line art popular in Thailand street art.

The wordplay draws “from a time when I felt really pressured in my early 20s, living in New York, figuring out my life,” Salirathavibhaga said. “But I feel I’m in such a different place now. I have a village behind me so we want to approach that high pressure in Thai style — feeling more light and fun.”

Long- and short-sleeve styles come in a palette that includes a buttery yellow and smoky shades, with contrasting colors to make the graphics pop. They will remain the core of the apparel offering, with small seasonal accessories such as bandanas thrown in. A second drop is planned for February, with the product mix still taking shape.

Salirathavibhaga said that going forward, she wants to explore ways of bringing the jewelry and clothing together. Also key is ensuring designs to connect beyond their cultural references. “We do come from somewhere very specific,” she said. “The end goal is to also make that something that other people can relate to.”

This latest development follows a period of international expansion for the eight-year-old brand. Fueled by homegrown demand, it made its first overseas move by landing at Selfridges in 2024, followed by Mr Porter.

In addition to its e-commerce and physical store, it is currently carried at Printemps New York and, for Northern Europe, is available at Zalando. Come December, it will be at Aura, a new retailer opening in Hangzhou, China.

Meanwhile, the brand has moved to a new flagship in Bangkok, doubling its space to 1,600 square feet in the buzzy Thong Lor area of the Thai capital. The address includes a private consultation room as demand for custom engagement rings grew and more room to host community events.

But the jeweler is in no rush to accelerate. “We’re not backed by a huge investment firm,” Salirathavibhaga said. “We just want to do things that really speak to us.”