Far more than just a luxury bag brand, BOYY has spent 19 years transforming into a dynamic creative Thai fashion house that continuously pushes the boundaries of design. Founded in 2006 by Jesse Dorsey and Wannasiri Kongman, the brand seamlessly blends art with functionality and innovation in an effort to create products that truly stand out. In addition to its iconic bags, BOYY has expanded its vision to encompass clothing, footwear, and accessories, all while staying true to its distinct identity and uncompromising quality.
Furthermore, with its headquarters now based in Milan, Italy, and Bangkok, Thailand, BOYY fiercely maintains its independence by resisting the pull of major luxury conglomerates. This freedom allows the brand to take risks and redefine modern luxury on its own terms. Owing to its unwavering commitment to creativity and authenticity, BOYY has firmly established itself as a trailblazer in the global fashion industry. At the same time, it has paved the way for a new generation of independent and innovative brands.
A Journey of Creativity and Reinvention
BOYY’s beginnings were anything but conventional. With no capital or technical know-how, Jesse and Wannasiri launched their brand with passion and a clear vision. Their goal was to create high-quality and authentic Thai fashion products, which they aimed to achieve through dedication and innovation. In its early years, the duo faced many challenges. Industry insiders doubted their ability to succeed in the luxury market. Yet, their commitment to “young luxury,” a category they defined with premium materials and heartfelt designs, set BOYY apart from mass-market competitors.
Despite the numerous challenges the founders faced, BOYY flourished. During the pandemic, the brand took time to reflect on its roots and vision for the future. Consequently, this period of introspection led to remarkable projects, including the launch of its new store in Bangkok’s Central Embassy. Designed by Danish artist Thomas Poulsen, also known as FOS, the store is described as “a city, within a city, within a city.” This innovative retail space showcases BOYY’s philosophy of blending interior design, architecture, and art into a holistic sensory experience. Consequently, the store stands out as a benchmark in luxury retail by prioritizing creativity over uniformity, rivaling global giants.
A Growing Universe of Design
While BOYY’s iconic bags stay at the heart of the brand, its creative pursuits have expanded into clothing, footwear, and accessories. The brand is known for its fearless approach to design by transforming everyday inspirations into luxury fashion statements. One of the most striking examples is a bag inspired by a motorcycle helmet, which resonates deeply with Thailand’s vibrant motorbike culture. This innovative piece reimagines an essential urban object into a functional yet artistic handbag. In doing so, it showcases BOYY’s ability to merge practicality with high-end craftsmanship.
Another standout line is the Takeaway Collection, which draws inspiration from food packaging. The Wonton bag reinterprets the shape of traditional wonton wrappers. By blending humor with sophistication, it creates a statement accessory that embodies BOYY’s playful yet luxurious aesthetic. This collection proves that even the most unexpected forms can be transformed into high-fashion pieces.
Beyond bags, BOYY has also developed a diverse range of accessories that includes wallets, belts, keychains, and passport cases. With prices ranging between 7,500 and 25,000 THB, these pieces reflect the brand’s attention to detail as well as its commitment to using premium materials. The footwear collection is equally noteworthy because it features sleek and modern designs such as the YY Sandal in Hot Coral.
Staying Independent in a World of Conglomerates
As the luxury industry becomes increasingly dominated by global conglomerates, BOYY has resisted acquisition offers in order to preserve its creative freedom. Jesse and Wannasiri are inspired by family-run brands such as Hermès and Giorgio Armani. They value the autonomy that allows them to experiment and take risks. According to Jesse, maintaining independence ensures that BOYY remains true to its DNA rather than becoming another cog in the corporate machine. Wannasiri echoes this sentiment by emphasizing the importance of creating products from the heart and staying authentic to their vision.
This independence is not without its challenges. As Jesse notes, the brand has had to adapt to economic shifts and fierce competition. However, this adaptability has become one of BOYY’s strengths. It has enabled the brand to thrive in an ever-changing landscape.
The Role of Thailand in BOYY’s Success
BOYY’s connection to Thailand is deeply rooted in its identity. Bangkok serves as one of the brand’s headquarters and plays a significant role in its growth. Over the past two years, the luxury industry in Thailand has undergone a transformation. Many major brands are now investing in local operations, which has elevated Thailand’s status in the global fashion scene. BOYY is at the forefront of this movement.
BOYY’s Bangkok store at Central Embassy not only reflects the brand’s commitment to creativity but also serves as a cultural hub. It bridges the gap between art and commerce. As Jesse points out, the store represents the brand’s future direction by combining instinct, originality, and a bold vision.
Empowering Women and Promoting Sustainability
As a co-founder, Wannasiri embodies the modern, independent woman who balances a thriving career, family life, and personal passions. She views BOYY as more than just a brand. Instead, she sees it as a platform for empowering women to embrace their individuality and express themselves freely. Her message to women is simple yet profound, “Be yourself and let your inner self out.”
BOYY also prioritizes sustainability through initiatives such as BOYY UP. This program focuses on upcycling and reimagining existing materials. From using recycled nylon in collections to crafting long-lasting products, BOYY demonstrates that sustainability and luxury can coexist.
A Future Rooted in Creativity
Looking ahead, BOYY is poised for thoughtful expansion. For example, plans include opening flagship stores in new cities while maintaining its identity as a creative house. Jesse and Wannasiri remain committed to preserving BOYY’s essence as a brand driven by passion and originality. Instead of chasing trends or conforming to industry norms, they focus on what makes BOYY unique.
As BOYY continues to evolve, it serves as a reminder that true luxury lies in authenticity, creativity, and independence. By staying true to its roots, BOYY is not just redefining luxury. It is also inspiring a new generation of designers and consumers to think differently about what a fashion brand can be.
Want to see more of BOYY? Connect with the brand on Instagram, and check out their product catalog on their official website.
