BOYY Brings Audacious and Interactive Fashion to New Flagship Store in Bangkok

Wannasiri Kongman left the bustling streets of Bangkok in 1999 for New York City with two things: a brand new degree in journalism and an itch for fashion desperately waiting to be scratched. After five years, in the Big Apple, she met Jesse Dorsey, an equally passionate creative from Montreal who, for about a decade, had been focused on musical endeavors. In 2006, the two became partners and BOYY was born.

Since its inception, the luxury accessories brand has been taking risks and delivering defiance to the global fashion scene by intermingling classic handbags with the avant-garde. Expanding its global influence, BOYY added a flagship store in Bangkok to its lineup of boutiques. 

BOYY’s Origins

Dating back to the Sukhothai era of the 13th Century, nicknames have been prevalent in Thai society. What originated as a way of designating the number of children in a family later turned into a consideration of one’s physical attributes during the Ayutthaya and Rattanakosin periods. Today, the Thai custom of adopting nicknames has evolved into more contemporary “given names” that represent individuals’ personalities. 

For Wannasiri Kongman, her given name sparked the invention of BOYY. As a child, Kongman earned her the nickname “Boy.” The additional “Y” in the name represents her alliance with Dorsey. 

Space No.4 by FOS

From Via Bagutti in Milan to Central Embassy in Bangkok, the BOYY co-founders and Danish artist Thomas Poulsen, also known as FOS, have worked harmoniously to create boutiques as conceptual as the brand’s bags. FOS collaborated once again with Kongman and Dorsey, who happen to be husband and wife, on their latest opening in Thailand. 

FOS explained, “It’s a collaboration between an artist and a brand. One might question why an artist would engage in such a highly commercial space. I’m fascinated by how objects change values within different frameworks. Jesse and Wannasiri provide me with an intriguing platform — one that accommodates both artistic sensibility and a commercial setting — in which I can develop a specific design language in collaboration with BOYY.”

Rapidly growing as one of the world’s leading fashion and entertainment hubs, Thailand was the perfect place for BOYY’s “Space No. 4.” Within the heart of Bangkok’s Central Embassy — a luxury mall with its own architectural finesse — BOYY’s flagship store offers more than just clothes and shoes, it offers a nuanced narrative.

“‘In classic luxury stores, the playbook often involves using conventional, opulent materials like marble and brass. In BOYY’s spaces, a more nuanced approach is embraced. It’s about redefining and reintroducing the essence of luxury to our audience today,” shared Dorsey. 

The shop features industrial details: beige concrete columns, black and tan carpeting, and grey-brick curtaining. Bags, shoes, and wallets are meticulously color-coordinated and fit into each column’s whimsical display. 

The Copenhagen-based artist FOS ensured interactivity with the maze-like design of the boutique, incorporating BOYY’s rejection of the traditional restraints of the fashion world. The unpredictability of both brand and store allows customers to consume art and products in an unconventional retail landscape. 

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