THAI

SOUL
YOU DONT HAVE A SOUL
YOU ARE A SOUL
YOU HAVE A BODY.

HOW MIGHT WE WEAR

THAI STYLE CLOTHING FOR
EVERYDAY LOOK?

15 NOVEMBER 2016
INSTRUCTOR // MR.MASSIMO INGEGNO
DBT416 PLANET AND SOCIETY

TEAM MEMBERS //

"

NAPAT NANTATERM

5716440184

SIRAPAT SUTTAYAMULLY

5716440564

THANAKORN AKARAVISUT

5716440697

THARANEE MEKTANANON

5716440747

VIPAWIN HONGSRICHINDA

5716440770

LATTAPOL RUNGSITTIKUL

5716440911

PHANDLERT CHUPRAJAK

5716441000

THAMMANOON AMORNCHAIYAPITAK 5716441034

EXECUTIVE
SUMMARY
Our vision depicts the fusion of Western and Thai culture, in the form of
fashionable clothing. We believe our vision is a good response towards
the dressing culture of Thai people. The problem that was found is that
the new generations tend to be ignorant of the traditional Thai clothing
as Westernisation reached in.

"

The purpose of the project focuses on achieving SDG11 or Sustainable

Development Goal 11 which is sustainable cities and communities with
the challenge of How Might We Wear Thai Style Clothing For Everyday
Look? Beautiful looking traditional Thai patterns deserve to be
maintained and adapted ingeniously to the modern world. The aim of
the project is to promote traditional Thai clothing by creating a digital
platform where people can design their own (Thai) patterns and turn
them into a fantastic looking outfit. It is expected to raise awareness of
the importance of Thai style clothing for people in the next generations.

CONTENTS
// Design problem and objective
// Entry point and Expected project outcome
// Background Information
// System thinking and Stakeholder
// Social research
// Expert and Users interview
// Target group and Challenges
// Case study
// Solution
// ThaiSoul
// Prototype
// Feedbacks
// Partnership
// Limitation
// Project timeline
// Team canvas
// Workplace thinking style

DESIGN
PROBLEM
AND
OBJECTIVE
Nowadays, we receive a lot of western
cultures such as Food, Music, Art, Language
and especially Cloths. According to the
climate change, western cloths come to be
international dress cloths by the simple and
polite design. This makes Thai cloths are
faded away. Moreover, Thai Cloths are quite
hard to produce due to most of Thai cloths
are handmade. So, its hard to manufacture
by machine and the cost of produce is quite
high. All of the factors, making new Thai
generation are not interested in developing
about Thai clothing. Finally, If we still ignore
the Thai cloths, It will be disappeared in the
future and our next generation will not know
How Thai cloths look like.

Adaptation of traditional Thai clothing is the

main objective. It will be suited for everyone
in the world. This cultural heritage should be
kept and remained for the next generations.
In addition, the people in the next generation
may have an interest in Thai style clothing as
it has adapted to suit with the modern world.

ENTRY
POINT
// INTRODUCTION

"

As time passed by, Westernisation started to have an

influence to many cultures in many countries and
Thailand was one of them. It has influenced several
things including education, marriage, sexual status,
eating culture, language and clothing.

"

How we dressed up has changed over time from

wrapping the chest with a piece of cloth or chongkraben** to wearing shirts, t-shirts, jeans and even
jackets. This may result in the disappearance of
traditional Thai clothing.

"

This report is showing one of the ways to improve and

adapt Thai style apparel to match with the modern
society as well as to maintain the existence of the
traditional Thai clothing.

EXPECTED
PROJECT
OUTCOME
// It is expected that the outcome of the
project will be that Thai people will cherish
the beautiful, unique, and the original
culture

BACKGROUND
INFORMATION
//

"

From Thai people perspective, Traditional Thai cloths

should be preserve by every people from different
generations because Thai cloths represent Thailand cultures
or nature of Thais. Normally, Thai people only wear Thai
cloths when they go to the social events to represent
Thailand cultures and those who wear are only older
people. But, why they don't wear Thai style clothing for
everyday look?

"
"

Traditional Thai cloths is something we didn't change since

it was created because Thai people value them as a high
valuable cloths for Thais. By the old pattern or old design,
Making Thai cloths are quite hard to wear on everyday look.
Mostly Thai cloths pattern have 2 parts which are Sarong &
Breast cloth. Sarong is a large tube of fabric, often wrapped
around the waist and worn by men & the colour is quite
bright by the Thai style dyeing. Breast cloth is cutting
pattern of fabric, especially worn by women, It has long
length to cover woman body down to ankle. Both of them
are hard to wear on modern age by physical problems
"long length tube down to ankle make it hard for the
physical activity" & "The fabric is quite thick due to the hot
weather". Besides, "Aspect of Thai people" is another
problem to wear Thai cloths. Thai people always afraid
when they act or do something different from others
because nowadays there are few people wear it (living in
rural areas) and it will make them feel like, they're obsolete
people. So, our group try to make Thai precious cloths are
easier to wear by every Thais and changing about Thai
people perspective to have better attitude about it.

"

//

SYSTEM THINKING

SYSTEM THINKING
Thai people

Lack of development of
traditional costumes.

Affects economy

Lack of support.

Thai people tend to promote

the cultures to foreigners than
those in the country

INTERNAL

CULTURAL
HERITAGE

EXTERNAL

Difficulties in wearing
Thai Traditional costumes.

The style of Thai

costumes is not
trendy.

Western cultures
reached in.

Change of weather
overtime.
Difficult and time
consuming to make
costumes.

Government

Economy

Role of western
clothing.
New
Generation

Too expensive and too

hard to find resource to
produce.

Trend

STAKEHOLDER
// PRIMARY STAKEHOLDER

"
"
"

- Cultures have been linked with Thai people for a long time
and not only cultures shape people how they dress, but
also people shape cultures too. So, All of Thai people are
stakeholder, Thai people dont care enough.

// SECONDARY STAKEHOLDER

- The climate of Thailand is not support people to dress Thai

cloths

- The western culture play roles in international cloths, So,

people have to dress in western cloth due to the
politeness.

SOCIAL
RESEARCH
From our interview & observation, Mostly Thai people tend to express their
mind in the same direction. Due to the background information, the design of it
& aspect about Traditional Thai cloths make it hard to wear on everyday life.
They told us about many negative result when they wear Thai cloths. Such as
"Everyone will look at them due to they wear different from others", "It's hard
to walk, run, walk up the ladder by the design", "It's very hot while they wear
it". Most of the comments are about the inappropriate design & physical
appearance. But they suggest us to develop Thai cloths to have more better
design for make it suitable for Thai people. Such as They suggest us to cooperate with Thai designer & Thai cloth brands for making Thai cloths suitable
for every Thais. And making influencers (actors or famous people) are be able to
wear to change people aspects because Thai people usually act or wear like an
influencers (influencers have a huge impact to Thai society). All of above are the
comments and suggestion from many people to improve our biggest issue and
preserve Traditional Thai cloths.

SOCIAL
RESEARCH
// PANTIP WEBSITE
Thai people's opinions towards traditional
Thai costumes.

Comment 2
Thai people have to wear it on red carpet
only to represent Thailand cultures. But If
you guys wear on the streets, people will
recognize you as a freaky.

Comment 16
Need to self-sacrificing to wear today but
the result maybe in next 10 years. We have
to bear with people bias to make it
happened. To make it can be wear in
everyday look.

Comment 31
Thai cloths don't have to made from Thai
traditional fabric. We can make it from
cotton, linen to adapt with Thai weather.

Comment 40
From my aspect, I thinks the ancient Thai
weather is quite cooler than today. At that
age, There are many trees more than the
skyscrapers. Cool weather make it suitable
to wear Traditional Thai cloths.

EXPERT AND USERS

INTERVIEW
// ADVISE FROM EXPERT
What do you think about thai cloth and
how to develop it?
: Thai traditional clothing are very
unique. In every part of Thailand they
have their own styles , So this is strength
of thai cloth. About development Thai
cloth should redesign to make it more
suitable and easy to wear in daily.
Moreover Thai clothing should promote
more to encourage new generation
interest to Thai cloth.

"
"

// FOGUS GROUP
Thai clothing should focus on 2 groups
which is foreigner and Thai young
generation.

"

How do you think about Thai

contemporary cloth?
: Thai contemporary cloth is easier to
make people interest than the original
one. But contemporary is not the key to
improve the traditional culture because
if you want to improve the traditional
you should make people interest it as a
traditional one.

USERS INTERVIEW
1. What do you think about traditional Thai
costume?
:It make other people Like, Im like an
unfashionable person.
:Thai traditional costume is very formal.
:Its beautiful because of its unique and
boutique pattern according to the process of
Thai traditional weaving.
:Its a heritage for Thai people and I think its
have to preserve.
:Its a tool for represent Thai cultures.

4. Could traditional Thai costumes be able to

develop or adapt with everyday life?
:Maybe, develop about the pattern and
arrangement of the pattern.
:Using better tone of colours to go along with
modern style.
:Matching with the modernised cloths.
:Start to convince people to have better
attitude about traditional Thai costume.
:Using nylon or linen instead of sotton for
making it suitable with Thai weather.

2. Why dont you wear traditional Thai

costume?
:I think, traditional Thai costume is a costume
for ancient people. Its hard to wear on daily
life.
:Thai costumes look too formal to wear in work
places.
:Its uncomfortable to wear during the day.
:Thai society normally feels strange with
people who didnt act like them.
:Its hard to match with others piece of cloths
due to an old pattern design.

5. Will you think traditional Thai costume

disappear by the time?
:If we cant con vince people to preserve Thai
costume, it will surely disappear.
:We shouldnt stop to develop or educate
about Thai costume. Absolutely disappear.
:Yes, because nowadays people think that Thai
costume is an un-fashion cloths. By the time, It
will disappear.
:No, because Thai people usually wear it on
Thai occasions.
:No, it will remain by the old people still love it
and It became our identity cloths.

"
"

"
"

3. What do you feel, when you wear traditional

Thai costume?
:Feel like an old people.
:Have to act very polite due to Thai people
usually respected their costume.
:Proud to be Thai.
:Feel like a conservative people.
:Uncomfortable because of the fabric is quite
thick.

"

"
"

TARGET GROUP
Our target group between 20-30 years old. We choose
20-30 years because its a new generation of people
who tend to open-minded and having potential to
adapt and develop Thai cloths.

CHALLENGES
// INTANGIBLE

"

People mind, style, trends always change by the

time. So, Its quite hard challenges for us because
our generation get used to wear western cloth
style.

"
// TANGIBLE
"

- Lack of development Thai cloth, Thai people dont

care about Thai cultures Roles of western cloth
culture.

WAZIGEN
SHIZUKUYA
// CASE STUDY
Hakama, yukata and kimono are the traditional
clothing of Japan, but this brand thinks that
there are no reason that they will not develop
them further.

"

"Wazigen Shizukuya" established in 2005 with

the goal of combining original & innovative
styles with traditional Japanese mens clothing
for the modern world. Whether it is a casual
weekend outfit, something to wear to work or
clothes for a formal occasion, Shizukuya has
many collection for you to wear in everyday
looks.
Wazigen Shizukuya's purpose is to pair
sophistication with traditional clothing in a fine,
stylish design, modern materials to make it
more comfortable and flexible. For those who
know nothing about traditional Japanese
clothing. They didn't aim to make Japanese
people to notice their clothes but they aim to
make people around the world noticed that
Traditional Japanese clothes can be wear in
every occasion.

1st one - Hotaru. This is

the manliest of the mantles
and would look dashing
with Japanese wear or a
Western suit.

WAZIGEN
SHIZUKUYA
2nd one - Kaiko. The
colors and weave create
the impression of a
silkworm emerging from
its cocoon.

3rd one - Tayori. This sytle is simple, refined and elegant and all wrapped in a
garment light enough to feel the wind and the sun.

FABRIC
PRINTING
THAILAND
// CASE STUDY

They start business since 1990 and their

company maintains an entire focus on
textiles and textile products. They are
highly expert in textile dyeing and
printing processes. Until 2006, they
began to start digital fabric printing
business which was considered
relatively new to the fabric industry,
they are very confident that this printing
system will play an important role in
textiles printing in the future.
This website was designed very well
due to they had many platform to
facilitate for the customers into an order
such as select fabric platform, pattern
platform, or payment & shipping. But
the select fabric platform is very
interesting.

FABRIC PRINTING
THAILAND
// CASE STUDY

// 1st step, you can choose the type of fibers used in the production of
the yarn woven into clothes. "
-Cotton,"
- Linen,"
- Silk,"
- Synthetic fibers."

"

// 2nd step, Choose the weight of the fabric you want, And they tell
the weight which every piece of clothes needed. "
- Shirt - 4.4 ounces/square yard or about 147 grams/square meter,"
- Pants - 7.0 ounces/square yard or about 237 grams/square meter,"
- Denim pants (jeans) 11 ounces/square yard or about 373 grams/
square meter,"
- Canvas cloth for sneakers, bags 13 ounces/square yard or about
440 grams/square meter,"

"

// 3rd step, Last step choose the type of farbric weave or pattern for
manufacturing a fabric."
- Plain 1/1 is a weave in which each warp thread passes alternately
under and over each weft thread Fabric with plain weave are
normally: Poplin: a strong fabric in plain weave with fine ribbing"
- Twill: a weave which produces parallel diagonal lines or ribs"
- Satin is a 4/1 weave, which creates smooth and lustrous surface"
- Canvas: is a thick and heavy plain-weave fabric with a crossed
appearance"

Conclusion, This website was very concernly designed for

every customers can use it without confusing and too difficult
to use. So it might be the best website to create their own silk
and it can be used to be our digital case study.

SOLUTIONS
// Create webpage which customers can customise
their own clothes with Thai style patterns. Our
purpose is that everyone can design their own
clothes add Thai patterns to make it unique and
suitable with their own styles to change Thai
people perspective about Thai cloths and making It
can be reach by every foreigner.

"

// Create our own Thai style brand, to sell the

product to cloths market.

"

// Promote to convince Thai people to be proud of

Thai costumes by using famous people and etc.

"

// Exhibit an event about traditional Thai.

MAIN
SOLUTION
// Create webpage which customers can
customise their own clothes with Thai style
patterns. Our purpose is that everyone can
design their own clothes add Thai patterns
to make it unique and suitable with their
own styles to change Thai people
perspective about Thai cloths and making It
can be reach by every foreigner.

THAI
SOUL
We wanted to create a website
that allows people to design their
own outfit by focusing on Thai
style patterns because sometimes
designers do not want to take a
risk, as a result, traditional thai
patterns are lack of development.
In this channel, the website creates
an opportunity for people to
customise and design and they
could gain benefits from their
creativity.

P R O
T O
T Y P E

1
FIRST
PROTOTYPE

The first prototype we create website which

everyone can create their own cloths. We
separate into four parts which are style, fabric,
color and pattern. This prototype we make it
easy to use but it have a limited of pattern , so
we develop to prototype

2
FINAL
PROTOTYPE
Second prototype we allow our
customer to upload their own
pattern to make them can create
their own clothes with unique
pattern. Moreover we add "Collect"
which make our customer can sell
their design and collect money from
their design.

FINAL
PROTOTYPE

FEEDBACKS
Its like Im supporting Thai
people in different ways.
and encouraging them to
have extra income.

I would love to customise

my own clothes because
my outfit would be
very unique with thai style.

It gives us opportunity to
wear more of Traditional
Thai clothing.

It is Thai contemporary
style, I dont think it shows
much about tradition Thai
clothing and culture.

Very good, it represents Thai

costumes and culture to
worldwide. Maybe, Foreigners
will have better attitude about
Thailand.

PARTNERSHIP
// GREYHOUND

Greyhound one of Thai brand which is very successful among

many countries such as Thailand, Korea, Japan, Switzerland etc.
According to, the designers can successfully design their products
to be unique design & shows the identity of the brand.
Moreover, Greyhound has many designs. But, sometimes by too
many design its hard to match with customers need. Due to the
many of design, Its quite hard to sale all of the products.

"

For our website part, It will help Greyhounds customers can

customize their cloths. For example, first they are able to choose
design. Second choose the pattern. This will make Greyhound can
serve the customer needs. In addition, They can create new design
which could be survey to know customers satisfaction before real
producing for reducing the producing costs. With many branches
around global, Many people from different countries can be a part
of customise concept for Its easy to promote new design by
internet.

LIMITATIONS
// Be able to customise, but not be able to try it
on. It can only be seen on the website.

"

// Factories usually take time to make a

complicated customise orders.

"

// Customised product will have a higher cost due

to factory must specify every piece of product.

"

// Due to limited of the stock, customise

producing requires to stock every piece of
supplies.

"

// Hard to control customer satisfaction about

product due to the products do not pass any
design checking processes because it is
customised by customers.

REFERENCE
http://www.fabricprintingthailand.com
http://www.shizukuya.com
http://www.shizukuya.com/collection/
10th_anniversary/#10th
http://www.fabricprintingthailand.com/how-to-selectfabric.php
http://www.shizukuya.com/collection/
10th_anniversary/#10th

PROJECT
TIMELINE
PROJECT TIMELINE
Sep 20,2016

Start the project, selecting the topic.

Sep 24,2016

Research and brainstorm.

Sep 28,2016

- Presentation.
- Meeting and discuss problem after presentation.

Oct 11,2016

Discuss problem with UNDP about how to improve cultural heritage.

Oct 14,2016

Meeting, separating work and doing system thinking.

Oct 18,2016

Discuss problem of system thinking and doing stakeholder.

Oct 25,2016

Creating how might we and brainstorm about solution

Oct 28,2016

Meeting, separating work and discuss all project.

Oct 31,2016

Meeting and work checking.

Nov 1,2016

Get feedback from lecturer.

Nov 2-6,2016

Summary overall the project.

Nov 8-15
,2016

- Creating and testing prototype.

- Doing more research and submit our research.

Nov 16-20
,2016

- After testing prototype and get feedback.

Nov 21-30
,2016

Present the final prototype and doing all final project report.

Dec 1-15
,2016

- Meeting and discuss and redesign prototype.

Submit final project report.

TEAM CANVAS

Patton: Leader/Explorer/
Expert/Planner/Connector/
Coach
Khanoon: Expert/Energizer/
Coach
Joe: Planner/Optimizer
Ford: Explorer/Producer
Belle: Planner/Optimizer
Toey: Energizer/Producer
Peat: Energizer/Connector
New: Explorer/Connector

To achieve and have more

understanding about cultural
heritage.
To improve and develop Thai
culture, art and clothing.
To make people realise about
the value of Thai
culture(clothing).

Family :D

Easy going and fun

Talking and listening to each other
Creating good looking presentation :)
Good speaker

To enhance culture of Thailand by

creating a work piece to attract
peoples (both locals and
foreigners) cultural interests by
using traditional Thai clothing.

To develop traditional Thai

clothing and for it to be accepted
to both locals and foreigners

Group 10

Trust
Loyalty
National pride.
Humor

Oct 2016

Daily meetings
Communicate through
Line application

Being open
Listen to each other

Disorganised
Playing too much
Too active (Hyper)
Can not concentrate on things like work too long.

WORKPLACE
THINKING STYLE

WORKPLACE
THINKING STYLE
EXPLORER
BIG
PICTURE

-
-
-

PATTON
NEW
FORD

PLANNER
-
-
-

ENERGIZER

PATTON
BELLE
JOE

-
-
-

10
CONNECTOR

PEAT
KHANOON
TOEY

-
-
-

PATTON
NEW
PEAT

ORIENTATION

EXPERT
DETAILS

-
-

KHANOON
PATTON

IDEAS

OPTIMIZER
-
-

PRODUCER

JOE
BELLE

-
-

PROCESS

TOEY
FORD

ACTION
FOCUS

COACH
-

PATTON

KHANOON

RELATIONSHIPS