When we think of Southern Thailand, vibrant beaches and lush forests along with rich cultural traditions immediately come to mind. Yet, there’s a brand emerging from Songkhla that is redefining the narrative surrounding Southern Thai cultural clothing and the batik fabric they’re made from: Clothear. This innovative brand is transforming humble batik fabric into a canvas for contemporary fashion, thus celebrating the beauty of Southern Thailand in a modern context.
CLOTHEAR Vestiare is a Southern Thai fashion brand that reminds me of Shanghai Tang from Hong Kong, which is now a part of the Richmond Luxury Group. It designs apparel using the traditional Thai Batik while giving a contemporary or even avant garde fashion twist. From their latest fashion walk at a shop house, I can see some elements from brands like Kenzo and Givenchy. There are also flares of the classic Valentino.
A Fresh Perspective on Batik
For many, the image of batik evokes childhood memories of family members who casually draped themselves in colorful clothes while enjoying their daily routines. However, Barry Thara Phacharawattanapanich and Autumn Tharin Wivatthadakorn— the passionate founders of Clothear— aim to elevate this perception. “The batik fabric is colorful and beautifully patterned; it shouldn’t just be a cloth for mothers and aunts to bathe in. It should hold more value than that,” Barry states emphatically.
Their vision is rooted in personal experiences along with cultural pride. Barry recalls his early days spent watching his mother, a seamstress, and his grandfather, a puppeteer, both of whom inspired his creativity and passion for design. Autumn— who is deeply immersed in Southern Thai culture— adds richness to their narrative through dance and performance. Together, they weave the colorful stories of Southern Thailand into every piece of Thai clothing, ranging from modern shirts to elegant dresses.
The Journey of Clothear
Clothear’s journey began amidst the challenges of the COVID-19 pandemic. After the closure of their previous venture “The Closet House,” the duo found inspiration in local fabrics. The resurgent use of batik in beauty pageant clothing designs caught the attention of the public. “When we posted the pictures, people started saying, ‘Wow, that’s cool!’” Barry recalls. This feedback ignited a spark; they recognized the potential of batik to not only represent their culture but also generate income and interest from a younger audience.
The name “Clothear” itself is a clever play on words, derived from “clothier,” which reflects their roots in tailoring. Barry explains, “We wanted the word ‘Clo-’ to be similar, connecting it to ‘Closet’ while highlighting our focus on clothing.”
Crafting Unique Patterns
Clothear’s unique approach lies in their dedication to creating distinctive patterns that celebrate Southern culture. Barry elaborates on the intricate process of designing their batik patterns by stating, “We work with digital printing while utilizing traditional batik drawing methods. The line must be clear and consistent; we incorporate dots in the fabric to capture the essence of batik—where ‘ba’ means art and ‘tik’ means dot.”
Each collection tells a story, often inspired by the South’s natural beauty, folklore, or familial memories. The first collection, which was inspired by his hometown of Songkhla, features delicate motifs that resonate with the community. “I wanted to present what’s good about Songkhla first,” Barry shares while reflecting on the positive reception and support from friends and family that followed the launch.
Celebrating Southern Culture
Clothear’s innovative focus doesn’t just stop at the fabric they use— the brand strives to reflect the diverse beauty of Southern Thailand through its collections. Their designs often include intricate representations of local flora and fauna along with traditional symbols and cultural stories. For instance, the Hemant Collection 2024 pays homage to the Bird of Paradise, thus showcasing the vibrancy of Southern wildlife and the importance of conserving natural resources.
“Each design is like a melody,” Barry shares. “We want to create a symphony of colors and stories that resonate with everyone who wears our pieces.” The collections, such as The Abundant Forest of Southern Thailand, draw inspiration from Her Royal Highness Princess Sirivannavari Nariratana, thereby blending royal elegance with local heritage.
Sustainability and Community Impact
As Clothear continues to grow, Barry and Autumn remain committed to sustainability as well as supporting their local community. They understand the importance of preserving their culture and environment for future generations. The brand’s ethos reflects a deep respect for nature, advocating for the protection of Southern Thailand’s rich ecosystems.
By incorporating eco-friendly practices in their production process, Clothear aims to create a positive impact both locally and globally. Barry emphasizes: “We want our clothes to tell a story—one that not only showcases the beauty of Southern Thailand but also encourages people to respect and protect our environment.”
A Cultural Legacy
When you speak with Barry, it quickly becomes clear that Clothear is more than just a fashion brand— it’s a celebration of Southern identity and culture. Barry’s heartfelt connection to his roots shines through every aspect of their work. “Grandpa, I can do it now,” he reflected, while noting how his journey in fashion honors the legacy of his family.
Clothear’s modern interpretations of traditional batik fabrics invite wearers to embrace the beauty and stories of Southern Thailand. By showcasing the depth of culture, the brand transcends the notion of mere clothing and transforms it into a cultural expression.
A Prestigious Thai Fashion Brand for Prestigious Thai People
Due to the very high level of craftsmanship involved, Clothear is not for everyone. Their pieces range in price from 2,000 THB for a tote bag to THB 50,000 THB for a piece in the brand’s latest collection (at time of this article’s creation, 1 USD was trading at a rate of 33.85 THB). Their finest productions are destined to be for special occasions or for those who quite simply can afford them.
Visit their website and browse their collection on their official website, and be sure to follow the brand on IG @clothear.official
The official Thai clothing boutique is located in the Hat Yat District of Songkhla, near the Malaysian border— which is about as far south as you can get in Thailand!
