CPS Chaps, CC Double O and Lyn represent the cutting edge of Bangkok style
RIPPED JEANS shredded from thigh to ankle; graphic T-shirts with attention-grabbing fonts; flouncy, floral-printed minis; and five-inch killer platform shoes in four textures.

Fashion made in Japan or Italy? No, the nuances of their make characterize them as Bangkok-made.

It?s easy to convince Filipinos that Thailand is a country that creates chic and internationally competitive garments, what with hordes of tourists going on shopping sprees in Bangkok. When Suyen Corporation introduced three Thai brands from Jaspal Group, many local shoppers were impressed with the manufacturing quality.

Established 32 years ago, Jaspal Group has expanded its business from distributing imported fashion and home brands to manufacturing its own labels.

Suyen Corporation has acquired the franchise of Jaspal Group?s popular brands?the saucy and feminine line called CPS Chaps, the basic unisex CC Double O and fashion footwear Lyn.

These might not be threats to American or European brands, but Jaspal?s high profile marks an early triumph in a bid to elevate Thailand?s reputation from a manufacturing base of foreign labels to a brand-name participant in the world scene.

Kovitri Sereemontrikul, senior brand manager for CC Double O, explains that, aside from fabrics sourced locally and from Japan and Italy, Jaspal Group has installed rigorous quality controls.

?I used to work with Gap, so I know the standards from the selection of the fabric, yarn, prints, workmanship and finishing,? she says.

The design team has more than a decade of experience, with extensive training in fabrication, technology and finishing.

Wardrobe staples

CC Double O, which opened its first store at Mall of Asia, provides wardrobe staples. Kovitri says the simplicity of the styles allows the wearer?s individuality to shine. The brand?s T-shirts are distinguished by the softness of the cotton and the fit; the polo shirts feel like suede.

?Japanese silk is very difficult to sew, but we?re able to use the right threads and stitching and even include different patterns. We also use lace from Japan to make the styles look different,? she says.

?This isn?t too fashion-forward. You can opt for jumpsuits or dainty floral tops with little details like pocket trims, smocking, fine pleating and embroidery.?

The combination of handiwork and industrial machine gives the clothes an edge. This is also evident in CPS Chaps, which has its first store in Trinoma.

Chanchira Hongladarom, marketing and sales manager of CPS Chaps, says people patronize their label because it gives them more freedom to make a statement. For example, a grey oversized T-shirt with embroidered roses around the collar, worn off the shoulder, is paired with acid washed denims with handmade tatters and accessorized with strands of pearls wound around the neck and wrists and white gladiator sandals.

CPS Chaps? version of the tough chic trend is a cropped, sleeveless denim shirt with wide lapels, worn over a white ribbed tank and a floral-printed, pleated mini.

?These are the looks the customer wants when she visits the store,? says Chanchira.

The tie-dye trend is updated in fresh geometric patterns and mixed color washes. They are interpreted in harem pants and tunics that can be worn as minis or paired with a chambray tiered skirt. The men?s line pays tribute to James Dean, only edgier with skinny jeans, ripped with special washings and slim tops.

Brisk sales

At Greenbelt 5, Lyn, the fashion footwear, has been doing brisk sales with seashell-strapped sandals, snakeskin, satin and leather-strapped platforms with big side buckles; suede sandals studded with square metals; gladiator snakeskin platforms with metallic heels; and, the most saleable, gladiator leather platforms with five-inch heels. A variation features T-straps with gold heels.

?You can get the gladiator look and still look feminine, not butch,? says Nisarat Jaratshunthornphak.

Although the shoes look as if you?d end up visiting the chiropractor or podiatrist if you wear them, Lyn shoes are actually very comfortable and ergonomic. Shod in killer heels, the body is pitched slightly forward with the weight on the whole foot.

The sexy designs are the selling point?short boots have gold stashing and are slightly padded inside. Jelly shoes feature crocodile-stamped straps and lasts. Ballerina flats are imbued with studs, pleats and bows, while formal satin shoes are lined with gold to exude luxury.

?We travel around the world to source the best components. The uppers come from Brazil, the lasts (shoe molds) are from Italy, France and China,? explains Nisarat.

Behind the saucy styles is a Brazilian designer. But Nisarat cites the success formula: ?Styling, quality and comfort.?