FRUIT OF THE DOOMED: THE FIRST COLLECTION was launched at FV (Fruit and Vegetables) and keeping it casual on Thanon Songwat in Yaowarat (China Town) with our dear friend “O” having directed our film; we styled an ambiience and vibe that celebrated the vibrant people and bumpin open-bar party to launch this thing. Everyone in the audience was expecting a very serious and high-end production film like how seemingly and predictably all instagram brands do so today, instead our film was quirky, had no-budget, and was anything but serious, depicting a social satire between two nouveau riche and rival gangster families strategically forming an alliance through the marriage of the youngest members of their clan (whilst symbolically and gently reminding everyone in the audience that we are all going to burn in the garden of HELL for our greed and impetulance).

However, what was very serious were the clothes, we’d spent the better part of the year designing and meticulously hand sewing and rounding out the collection with traditional couture standards and pain staking finishes only carried out by fashion’s old and elite powerhouses. From the cuts, to the exotic silk fabrics, to the hand silk embroidery to King Midas’ gold accessories, it all pretty much sold out that evening where we retired it at that.