The perfect fit
Danish brand Napp Jeans finds its way to Thailand
JEANS, tees and edgy jackets with a distinct Nordic style have landed in Bangkok with the recent opening of Napp Jeans’s first boutique at the new Siam Square One mall.
The brainchild of Danish designer Anders Christiansen who launched his brand back in 2012 after several years working for Danish fashion brands, Napp Jeans promise the man-about-town a selection of casual wear with a rock star finish.
Already boasting branches in Germany, Netherlands, Norway, France and Canada, the Thailand outlet is run by brothers Teeranont and Phawee Wiwatjesadawut, students at Chulalongkorn University’s Architecture and Commerce and Accountancy faculties respectively.
“Our father wanted us to get some business experience while we were still studying and told us we’d be better starting with a product that was familiar to us. We opted for fashion,” says 19-year-old Phawee.
On a trip to Germany earlier this year, the family stopped off at the Bread and Butter trade and fashion fair and the boys were immediately drawn to the distressed denims and leather jackets. They also recognised the marketing opportunity: male fashion disciples at home, they told their dad, would fall instantly in love with the Danish threads.
“We’d talked about opening a multi-brand boutique but changed our minds when we saw Napp Jeans. We saw the potential for Thailand and we have an agreement that makes us the sole distributor here,” Phawee adds.
The boutique has an equally Scandinavian feel with low racks holding Napp’s range of shirts and jackets while the jeans are showcased on cut off models hanging on the walls. The denim, Phawee explains, is specially imported from Turkey and is of the highest quality.
The Bangkok boutique carries both the Stevie Straight line, which sport a regular waist and straight/slim legs as well as the Slimmy Jimmy collection, which have a low waist, skinny legs and are made from denim with elastane. Prices range from Bt4,900 to Bt6,200 and the sizes from 28 to 36.
The store also has a selection of leather jackets, sweaters, slim-fit shirts and plain T-shirt in different colours.
The Goose Biker jacket with suede elbow patches and asymmetric front closure will probably be a bit warm for the Bangkok climate but is a must for any guy planning to spend time in cooler countries. The same goes for the College Air jacket made with sheepskin, which sports perforated sleeves and rib neckline.
“The brand is planning to launch a collection of Chino pants next year so we’ll be stocking those too,” Phawee says.
“The feedback has been so good that we should be opening a branch at CentralWorld soon.”
THE SKINNY ON THE JEANS
>>Napp Jeans on the second floor of the Rainy Zone in Siam Square One. It’s open daily from 10to 10. Call (02) 000 6888 or check out the NappJeansThailand page on Facebook and www.NappJeans.com
