In the vibrant world of Thai fashion, few names evoke as much passion and admiration as ISSUE. More than just a clothing brand, ISSUE represents resilience and vision. It is a testament to unshakable determination. Founded by Phuphawit Kritpolnara, better known as Roj, the brand emerged from the unlikeliest of beginnings. It was born from the struggles of a young man who refused to let circumstances define his future.
Growing up as the son of a taxi driver and a street vendor, Roj faced countless obstacles on his path to success. Nevertheless, he harnessed his ambition and creativity to transform a simple vision into a billion-baht fashion empire. His story goes beyond mere success; it is about challenging conventions, overcoming adversity, and reshaping the landscape of Thai fashion in his own unique way.
A Childhood of Struggles and Hard Work
Roj’s early life was filled with hardship. Growing up in a financially struggling family and he was no stranger to early mornings and hard work. His mother sold Pa Tong Go (Chinese doughnuts) and Khao Man Gai (Hainanese chicken rice) and while his father drove a taxi and sold second-hand items. Roj helped his mother from dawn till school time and later selling lottery tips and exam cheat sheets to support the family.
Despite the challenges, he was determined to succeed. His love for drawing and art became his escape and led him to pursue a vocational degree at Thai Vijit Silpa School, which was followed by a role at Greyhound, a top Thai fashion brand. This experience laid the foundation for his entry into the fashion industry.
From Sales Assistant to Fashion Entrepreneur
Starting as a sales assistant at Greyhound, Roj gradually worked his way up, learning the ins and outs of styling and fashion design. Yet, the dream of independence never left him. Balancing his job with running a small café at Chatuchak Market, he saw an opportunity to blaze a trail in the Thai fashion industry and took a leap of faith.
With borrowed money, he opened a small store in Siam Square Soi 3, an experimental space where he curated and sold clothes without an official brand. In 1999, ISSUE was born. The brand really began to take off in 2003 when it was showcased at Elle Fashion Week, an appearance that captured the attention of fashion enthusiasts and media alike.
The Signature of ISSUE
What sets ISSUE apart? It’s not just about fashion; it’s about storytelling. Roj’s designs are influenced by his travels, cultural experiences, and spiritual insights. ISSUE embodies a bohemian and ethnic aesthetic and incorporating elements from Nepal, India, and Latin America. The brand’s loose-fitting silhouettes, which are crafted from natural fabrics with handcrafted details, resonate with those who appreciate artistry in fashion.
What sets ISSUE apart? It’s not just about fashion; it’s about storytelling. Roj’s designs are influenced by his travels, cultural experiences, and spiritual insights. ISSUE embodies a bohemian and ethnic aesthetic and incorporating elements from Nepal, India, and Latin America. The brand’s loose-fitting silhouettes with natural fabrics and handcrafted details resonate with those who appreciate artistry in fashion.
One of ISSUE’s biggest milestones was in 2003 and when it gained recognition for a show themed “Non-Violent,” which features white shirts adorned with effects that simulated gunshot wounds, which proved to be a bold statement against gun violence. This fearless approach to design cemented ISSUE’s status as a Thai fashion powerhouse.
Achieving His Biggest Dream
Beyond success in the fashion world, Roj’s ultimate goal was to provide for his family. Three years after launching ISSUE, he bought a house for his parents and siblings, ensuring they no longer had to struggle. He says that this remains his proudest moment.
Navigating Challenges and Innovation
The COVID-19 crisis tested the resilience of many businesses, including ISSUE. When physical stores were forced to close, the brand adapted quickly by shifting to online sales and social media marketing, growing its digital presence by over 100%. Roj introduced the “Survival Bucket” and “Survival Cap,” blending fashion with utility by incorporating face shields into hats, a move that not only sustained ISSUE’s business but also supported hospitals and charities through donations.
Mindfulness also plays a key role in ISSUE’s operations. Roj introduced Buddhist principles (Itthibata 4) and meditation practices in the workplace to enhance focus and well-being among employees, proving that success is not just about numbers but also about mental strength.
Celebrating 20 Years of ISSUE
In 2019, ISSUE marked its 20th anniversary with a spectacular show at GMM Live House and CentralWorld. Featuring 99 models and a star-studded lineup, the event celebrated the brand’s evolution while embracing bold new inspirations. The collection fused elements of Latin American art, surrealist influences, traditional craftsmanship, reinforcing ISSUE’s reputation for boundary-pushing fashion.
Looking ahead, Roj continues to innovate. From launching ISSUE’s mobile app for direct customer engagement to expanding into sustainable fashion, the brand remains at the forefront of Thailand’s fashion landscape. His next dream? Taking his mother around the world, a dream that stands as a testament to his unwavering gratitude and love for his family.
What’s Next for ISSUE?
Roj deeply believes that creativity has no limits. By collaborating with global brands, embracing sustainability, and continuously exploring new cultural inspirations, ISSUE is set to remain a dominant force in fashion.
As Roj often says: “Never Give Up.” This simple yet powerful mantra has guided ISSUE through two decades of success, proving that with determination and vision, anything is possible.
With its rich history and unique identity and commitment to innovation, ISSUE is not just a fashion brand, it’s a movement. And its journey is far from over!
You can get your hands on an ISSUE t-shirt for as little as 236 THB while the most expensive outfit is currently listed for 18,890 THB. (At time of this article’s writing, 1 USD was trading at an exchange rate of THB 33.36.) Start on your Thailand clothes shopping adventure by browsing ISSUE’s collection on their official website, which is www.issuethailand.online, or by following them on Instagram @issuethailand.
