First COTTON USA Pop-Up Store Hits Thailand

First COTTON USA Pop-Up Store Hits Thailand

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COTTON USA opened its first pop-up store, a short-term sales space featuring U.S. cotton apparel, at CentralWorld in Bangkok, Thailand, the sixth largest shopping complex in the world. The pop-up store will spotlight women’s wear and men’s wear collections from two COTTON USA licensees, Blue Corner and Khaki Bros, and stay open until June 15, 2016.

“The pop-up store will bring us closer to the consumers and inspire them to wear 100% cotton,” COTTON USA ASEAN Representative Kraipob Pangsapa said.

ASV designed the women’s wear collection, “Blue Corner x ASV x COTTON USA,” under the creative direction of Moo Polpat Asavaprapha, a renowned designer in Thailand.

“It was inspired by 'Love Story,' a 1970s film that captured the air of love and joy that filled university life and the Ivy League in the U.S.,” he said. “This collection also exudes the attitude of ASV, blending masculinity with femininity in a perfect fashion. As the highlight of this collection, these clothes are uniquely embellished by a lace fabric woven from 100% cotton in a stripe pattern of trophy motif.”

ASV signature colors and patterns—including white, red and blue— are used with stripes to create a preppy style. The key pieces include dress coats, jackets, dresses, striped and lace shirts, striped T-shirts, flare pants, culottes, shorts and A-line skirts.

Alek Teeradetch Metawarayut, a famous actor, co-designed the men’s wear collection, “Khaki Bros. x Alek T. x COTTON USA.”

“This collection celebrates the ‘simple life’ of city dwellers,” he said. “This design concept was inspired by the trend of urban men in favor of bicycling and vintage fashion, and a sense of modernity is also present. It also keeps the wearers cool and comfortable with great breathability, which makes these clothes ideal for the hot climate of Thailand.”

The collection comes in laid-back colors such as navy blue, olive green, brown and grey. Khaki Bros used reflective tape as a practical decorative element on various parts of the clothes, such as the back side of the shirt collars, the borderline of pants’ back pockets and hemming, and the T-shirt print design.

COTTON USA introduced both apparel collections through fashion shows at the recent Cotton Day in Thailand, igniting media and consumer interest.