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\n\tDRIP DROP: <\/strong>Pattaraphan, the Thai jewelry brand founded by Pattaraphan \u201cNok\u201d Salirathavibhaga, is expanding into apparel with a limited-edition T-shirt capsule launching Thursday.<\/p>\n \n\tFollowing the brand\u2019s move into the bridal space with a newly formalized range of engagement and wedding rings titled the \u201cPromised Collection,\u201d the founder said she felt the need to keep things casual.<\/p>\n \n\t\u201cI wanted to create something that I actually would live in,\u201d she told WWD. \u201cLike my jewelry, everything I make is something I would want to wear.\u201d<\/p>\n \n\tWith 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.<\/p>\n \n\tSalirathavibhaga\u2019s first capsule is dubbed \u201cHi Pressure\u201d and takes its cues from the line art popular in Thailand street art.<\/p>\n \n\tThe wordplay draws \u201cfrom a time when I felt really pressured in my early 20s, living in New York, figuring out my life,\u201d Salirathavibhaga said. \u201cBut I feel I\u2019m in such a different place now. I have a village behind me so we want to approach that high pressure in Thai style \u2014 feeling more light and fun.\u201d<\/p>\n \n\tLong- 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.<\/p>\n \n\tSalirathavibhaga 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. \u201cWe do come from somewhere very specific,\u201d she said. \u201cThe end goal is to also make that something that other people can relate to.\u201d<\/p>\n \n\tThis 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.<\/p>\n \n\tIn 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.<\/p>\n \n\tMeanwhile, 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.<\/p>\n \n\tBut the jeweler is in no rush to accelerate. \u201cWe\u2019re not backed by a huge investment firm,\u201d Salirathavibhaga said. \u201cWe just want to do things that really speak to us.\u201d<\/p>\n<\/div>\n DRIP DROP: Pattaraphan, the Thai jewelry brand founded by Pattaraphan \u201cNok\u201d Salirathavibhaga, is expanding into apparel with a limited-edition T-shirt capsule launching Thursday. Following the brand\u2019s move into the bridal space with…<\/p>\n","protected":false},"author":1,"featured_media":234,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-stories"],"_links":{"self":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts\/233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=233"}],"version-history":[{"count":0,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/posts\/233\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=\/wp\/v2\/media\/234"}],"wp:attachment":[{"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wom.beauty\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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