WEBVTT 00:00:10.830 --> 00:00:13.550 Welcome to Students Incorporated. I'm your host, 00:00:13.589 --> 00:00:16.329 Mr. Jason. Join me weekly as my students and 00:00:16.329 --> 00:00:18.870 I bring you content that's informative, positive, 00:00:19.030 --> 00:00:21.809 fun, and uplifting. This podcast is created and 00:00:21.809 --> 00:00:23.949 produced with the help of students from the International 00:00:23.949 --> 00:00:28.149 Community School of Bangkok. In the heart of 00:00:28.149 --> 00:00:30.550 Bangkok's fashion district, three letters have 00:00:30.550 --> 00:00:35.130 changed the game for online brands. SOS. This 00:00:35.130 --> 00:00:38.670 SOS stands for Sense of Style. Today, we are 00:00:38.670 --> 00:00:40.950 going behind the curtain of Sense of Style, a 00:00:40.950 --> 00:00:43.750 retail concept that didn't just follow trends. 00:00:44.049 --> 00:00:46.549 It created a platform for them to live in the 00:00:46.549 --> 00:00:49.750 real world. I'm your host, Mr. Jason, and today 00:00:49.750 --> 00:00:52.289 I'm joined by Proud and Esther, my co -host. 00:00:52.869 --> 00:00:55.289 We are also going to be sitting down with the 00:00:55.289 --> 00:00:59.170 visionary founder of SOS and Fit U Academy, Kun 00:00:59.170 --> 00:01:02.409 Toi, to talk about the business of curation, 00:01:02.409 --> 00:01:04.989 the future of tie designers, and what it takes 00:01:04.989 --> 00:01:07.609 to build a brand that lasts. It's an episode 00:01:07.609 --> 00:01:10.349 packed with fashion, business strategy, and local 00:01:10.349 --> 00:01:12.810 talent. But first, let's hear our quote of the 00:01:12.810 --> 00:01:15.450 day and get some headline news. Thank you, Mr. 00:01:15.569 --> 00:01:17.590 Jason, for setting the stage. I'm so excited 00:01:17.590 --> 00:01:19.609 for this interview. Our segment, Quote of the 00:01:19.609 --> 00:01:22.269 Day, feels especially relevant today as we are 00:01:22.269 --> 00:01:24.150 talking about building a brand and fostering 00:01:24.150 --> 00:01:26.609 creativity. Our quote of the day comes from the 00:01:26.609 --> 00:01:28.829 iconic American businesswoman and entrepreneur, 00:01:29.189 --> 00:01:32.129 Estee Lauder. She famously said, I never dreamed 00:01:32.129 --> 00:01:35.340 about success. I worked for it. This quote perfectly 00:01:35.340 --> 00:01:37.560 captures the spirit of Kuntoy and the entire 00:01:37.560 --> 00:01:40.280 Sense of Style journey. It reminds us that while 00:01:40.280 --> 00:01:42.760 having a great vision is essential, like seeing 00:01:42.760 --> 00:01:44.780 the potential in emerging online tie brands, 00:01:45.140 --> 00:01:47.159 it's the action and the sheer amount of hard 00:01:47.159 --> 00:01:49.540 work that turns that vision into a massive, successful 00:01:49.540 --> 00:01:53.140 brick and mortar reality. Khun Toi didn't just 00:01:53.140 --> 00:01:55.420 dream of a better way to shop. She built the 00:01:55.420 --> 00:01:57.519 system, the stores, and the framework to make 00:01:57.519 --> 00:02:00.319 it happen. It's an inspiring lesson for any student 00:02:00.319 --> 00:02:03.099 listening right now. Success isn't magic, it's 00:02:03.099 --> 00:02:05.180 dedication. And that's our quote of the day. 00:02:05.319 --> 00:02:08.360 Now on to some headline news. Thank you for the 00:02:08.360 --> 00:02:10.599 quote of the day. Now here's some headline news 00:02:10.599 --> 00:02:13.020 from around the world, all focused on recent 00:02:13.020 --> 00:02:15.039 developments shaking up the fashion industry. 00:02:16.060 --> 00:02:19.590 Our first headline comes from Prada Group. Prada 00:02:19.590 --> 00:02:22.289 Group has officially completed the acquisition 00:02:22.289 --> 00:02:25.610 of Versace for about 1 .5 billion US dollars. 00:02:25.969 --> 00:02:29.430 The deal reunites two of Italy's most iconic 00:02:29.430 --> 00:02:32.430 fashion houses, bringing Versace's bold, glamorous 00:02:32.430 --> 00:02:34.949 heritage under the same corporate umbrella as 00:02:34.949 --> 00:02:37.330 Prada and Miu Miu. This move is being hailed 00:02:37.330 --> 00:02:40.550 as a major strategic shift aimed at strengthening 00:02:40.550 --> 00:02:43.370 Prada's global luxury portfolio. Analysts expect 00:02:43.370 --> 00:02:46.370 that under the new ownership, Versace will undergo 00:02:46.370 --> 00:02:50.080 a creative refresh and upgrade. reliant with 00:02:50.080 --> 00:02:53.439 renewed emphasis on craftsmanship, Italian production 00:02:53.439 --> 00:02:56.580 and expansion into accessories and footwear. 00:02:57.020 --> 00:03:00.759 Our next headline comes from H &M. H &M is reteaming 00:03:00.759 --> 00:03:03.879 with Stella McCartney for a new designer collection 00:03:03.879 --> 00:03:07.460 scheduled to launch in the first half of 2026. 00:03:07.680 --> 00:03:10.280 This marks nearly two decades since their first 00:03:10.280 --> 00:03:12.360 collaboration, and this time with a stronger 00:03:12.360 --> 00:03:15.439 emphasis on sustainability and responsible materials. 00:03:15.840 --> 00:03:18.319 The upcoming collection is meant to not only 00:03:18.319 --> 00:03:21.120 showcase stylish designs, but also to highlight 00:03:21.120 --> 00:03:24.300 responsible textiles, recycled materials, and 00:03:24.300 --> 00:03:26.419 more eco -conscious manufacturing processes. 00:03:26.409 --> 00:03:30.430 The collaboration reflects H &M's growing focus 00:03:30.430 --> 00:03:33.689 on sustainability, especially in response to 00:03:33.689 --> 00:03:36.550 growing consumer demand for environmentally friendly 00:03:36.550 --> 00:03:39.669 fashion. And finally, our last headline comes 00:03:39.669 --> 00:03:43.289 from Nike, Superdry, and Lecos. Major brands 00:03:43.289 --> 00:03:46.389 including Nike, Superdry, and Lecos have had 00:03:46.389 --> 00:03:49.310 adverts banned in the UK for misleading green 00:03:49.310 --> 00:03:52.490 claims, accused of greenwashing their products' 00:03:52.629 --> 00:03:56.550 environmental benefits. The ads reportedly touted 00:03:56.550 --> 00:03:59.090 sustainability without providing sufficient evidence 00:03:59.090 --> 00:04:02.569 to back up the environmental impact claims. This 00:04:02.569 --> 00:04:06.009 crackdown underscores rising scrutiny on sustainability, 00:04:06.270 --> 00:04:08.729 marketing, and fashion. Regulators are demanding 00:04:08.729 --> 00:04:11.370 greater transparency and accountability from 00:04:11.370 --> 00:04:13.870 brands about their environmental practices. The 00:04:13.870 --> 00:04:17.230 industry could be entering a new era where marketing 00:04:17.230 --> 00:04:20.050 claims are more strictly regulated and brands 00:04:20.050 --> 00:04:23.050 must prove their clear proof of their green credentials. 00:04:24.810 --> 00:04:26.649 Thank you for the quote in the headline news. 00:04:26.790 --> 00:04:29.610 If you have ever walked through Siam Square lately, 00:04:29.810 --> 00:04:33.110 maybe you have seen the letters SOS. Sense of 00:04:33.110 --> 00:04:35.870 Style has revolutionized how we shop for local 00:04:35.870 --> 00:04:38.829 Thai brands, turning online Instagram hits into 00:04:38.829 --> 00:04:41.829 brick and mortar reality. But building a multi 00:04:41.829 --> 00:04:44.970 -brand shop doesn't happen by accident. Today 00:04:44.970 --> 00:04:47.370 we are joined by the woman behind the brand and 00:04:47.370 --> 00:04:50.649 also the founder of Fit U Academy. an entrepreneurial 00:04:50.649 --> 00:04:54.029 ecosystem and coaching initiative. Khun Toy, 00:04:54.230 --> 00:04:57.370 so welcome to the show. Proud, go ahead and get 00:04:57.370 --> 00:04:59.810 us started. Welcome to the show, Khun Toy. So 00:04:59.810 --> 00:05:02.389 first question, could you please introduce yourself 00:05:02.389 --> 00:05:04.129 and tell us a little bit about your background 00:05:04.129 --> 00:05:06.329 and what you do? Hello, everyone. Thank you for 00:05:06.329 --> 00:05:09.529 having me here. So feeling so grateful having 00:05:09.529 --> 00:05:13.250 a chance to share my journey to you guys. So 00:05:13.250 --> 00:05:17.209 my name is Toy. For now, I am 31 and I'm a business 00:05:17.209 --> 00:05:20.319 owner. My first business is SOS Zen Love Style. 00:05:20.560 --> 00:05:22.779 I'm a co -founder of SOS Zen Love Style. Not 00:05:22.779 --> 00:05:26.819 only me, but there's a lot of founders. And my 00:05:26.819 --> 00:05:29.980 another business is Fit You Academy. So it's 00:05:29.980 --> 00:05:34.339 a kind of ecosystem for transformation because 00:05:34.339 --> 00:05:38.360 I do believe that every people in this world 00:05:38.360 --> 00:05:42.699 were made with a gift. So it's my mission to 00:05:42.699 --> 00:05:45.459 help them find their gift and shine the brightest 00:05:45.459 --> 00:05:48.670 with purpose. Starting with our very first question 00:05:48.670 --> 00:05:51.829 about SOS, what inspired the creation of Sense 00:05:51.829 --> 00:05:54.430 of Style and how did the brand begin and what 00:05:54.430 --> 00:05:57.189 vision were you trying to bring to life? Okay, 00:05:57.209 --> 00:06:03.310 so back to like 10 years ago. So actually, first 00:06:03.310 --> 00:06:07.269 group that started SOS, it's my partners. Four 00:06:07.269 --> 00:06:11.029 of them started when I was in last year of university. 00:06:11.290 --> 00:06:15.110 So they started SOS and then at that time, I 00:06:15.110 --> 00:06:19.410 was... taking my final exam and then they reached 00:06:19.410 --> 00:06:21.990 out to me because i know one of one of the founder 00:06:21.990 --> 00:06:24.509 and then she reached out to me and asked me like 00:06:24.509 --> 00:06:26.889 do i want to join because at that time because 00:06:26.889 --> 00:06:30.410 i studied accounting yeah do you know like accounting 00:06:30.410 --> 00:06:33.689 that actually the direct part is kind of cpa 00:06:33.689 --> 00:06:37.589 auditor and then i had a chance to go to internship 00:06:37.589 --> 00:06:40.810 and i was like uh this is not this is not me 00:06:40.810 --> 00:06:44.829 i was not made for this And then at that time, 00:06:44.829 --> 00:06:47.850 I went to SOS, like when they start like first 00:06:47.850 --> 00:06:50.589 year. And then I asked them, do you have any 00:06:50.589 --> 00:06:52.769 job for me? Because I just don't like auditor. 00:06:52.810 --> 00:06:58.610 At that time, in Thailand, didn't have this much 00:06:58.610 --> 00:07:00.670 opportunities just like you guys. Like I don't 00:07:00.670 --> 00:07:02.610 have opportunities like you guys. I just like, 00:07:02.689 --> 00:07:06.629 if I don't do audit, so maybe I will go to be 00:07:06.629 --> 00:07:09.970 kind of air hostess. Or maybe I will be in Dubai 00:07:09.970 --> 00:07:12.810 right now. But maybe... God direct me to this 00:07:12.810 --> 00:07:16.769 path so yeah so I say yes to my co -founders 00:07:16.769 --> 00:07:19.889 and then that's the beginning stage of how I 00:07:19.889 --> 00:07:22.670 start my business and going to business owner 00:07:22.670 --> 00:07:26.310 path since since that time until now for 10 years 00:07:26.310 --> 00:07:31.209 yeah so so to answer your questions the vision 00:07:31.209 --> 00:07:33.689 of SOS I think it's quite clear since day one 00:07:33.689 --> 00:07:37.490 like we have we don't want to be only give rental 00:07:37.490 --> 00:07:40.769 for other people. We don't want to be only space 00:07:40.769 --> 00:07:43.550 and give rental, but we want to be some place 00:07:43.550 --> 00:07:47.750 that can help brands and customers meet in our 00:07:47.750 --> 00:07:51.069 place and grow together. These are kind of mindset 00:07:51.069 --> 00:07:54.610 I was planted since day one until now. Wow, that 00:07:54.610 --> 00:07:57.569 sounds really amazing. Could I ask you, Pithoi, 00:07:57.769 --> 00:08:01.129 how would you want to describe SOS brand's identity 00:08:01.129 --> 00:08:03.610 and what makes it stand out in Thailand's fashion 00:08:03.610 --> 00:08:07.920 landscape? Okay, I would say, Simple luxury and 00:08:07.920 --> 00:08:13.459 variety and selected. Yeah, so three words. There's 00:08:13.459 --> 00:08:15.920 a lot of people asking me these questions and 00:08:15.920 --> 00:08:18.879 every time I would say the same. It's like, I 00:08:18.879 --> 00:08:21.579 think all the founders' mindset is all aligned 00:08:21.579 --> 00:08:25.300 to all of the, because our customers will be 00:08:25.300 --> 00:08:28.480 all the brands that brand our space and all the 00:08:28.480 --> 00:08:32.980 end customers that come to buy in our shop. Most 00:08:32.980 --> 00:08:35.740 of the time, we always think about our customers, 00:08:35.899 --> 00:08:39.559 the brand and end customers. And I think we want 00:08:39.559 --> 00:08:44.019 them to, when they come to our store, we want 00:08:44.019 --> 00:08:46.919 them to be like all -in -one. Yeah, all -in -one, 00:08:46.919 --> 00:08:50.299 like from head to toe. Yeah, and variety of products 00:08:50.299 --> 00:08:53.639 and also have value -added service. Because some 00:08:53.639 --> 00:08:56.120 of the customers, when they come to the store, 00:08:56.279 --> 00:08:58.220 they were just like, no idea. They just want 00:08:58.220 --> 00:09:01.129 to browsing around and if they have... have like 00:09:01.129 --> 00:09:04.409 staff to come and educate or come and like kind 00:09:04.409 --> 00:09:07.929 of personal shopper so like oh i think this one 00:09:07.929 --> 00:09:10.250 this style match you this kind of things so i 00:09:10.250 --> 00:09:13.090 think this turns to be like kind of unique selling 00:09:13.090 --> 00:09:16.850 point for us like variety and great service so 00:09:16.850 --> 00:09:20.070 as you mentioned also every time me and my friends 00:09:20.070 --> 00:09:22.970 went to sam we would always stop by sos because 00:09:22.970 --> 00:09:26.090 like there's tons of varieties of clothes for 00:09:26.090 --> 00:09:29.289 us like even pants and like sweaters and all 00:09:29.289 --> 00:09:31.370 the things that you want to find so one might 00:09:31.370 --> 00:09:34.210 wonder who is the sos woman what kind of customer 00:09:34.210 --> 00:09:37.250 naturally gravitates towards your band okay i 00:09:37.250 --> 00:09:40.289 would say what kind of sos woman is like kind 00:09:40.289 --> 00:09:46.250 of simple luxury and classy yeah i would say 00:09:46.250 --> 00:09:51.309 and more to feminine because actually our stores 00:09:51.309 --> 00:09:54.909 were very well known of like special occasion 00:09:54.909 --> 00:09:59.250 dress yeah so the perception of our customers 00:09:59.250 --> 00:10:03.629 when they look at SOS they would say I want to 00:10:03.629 --> 00:10:06.789 come and find some special dress here yeah so 00:10:06.789 --> 00:10:11.009 so that's how I describe SOS woman I've actually 00:10:11.009 --> 00:10:14.009 have an experience going to SOS for like our 00:10:14.009 --> 00:10:17.129 ICS banquet I was looking for a dress and then 00:10:17.129 --> 00:10:19.909 I happened to pass by Mecca Bangna and I went 00:10:19.909 --> 00:10:22.309 in and I saw the SOS dress and it looks so pretty 00:10:22.309 --> 00:10:25.519 so like I can agree with what you just said. 00:10:25.740 --> 00:10:29.419 And this makes me wonder, how does Thai culture 00:10:29.419 --> 00:10:32.700 or lifestyle influence your designs and brand 00:10:32.700 --> 00:10:35.759 directions? First of all, I think because in 00:10:35.759 --> 00:10:41.120 Thailand, there's a high season of wedding will 00:10:41.120 --> 00:10:44.460 be beginning of the year and the end of the year. 00:10:44.620 --> 00:10:48.659 So every time when it's like first quarter and 00:10:48.659 --> 00:10:52.700 last quarter of the year, we will like... the 00:10:52.700 --> 00:10:56.139 all of the dress will be like very but best -selling 00:10:56.139 --> 00:10:59.200 thing like people come and grab dress to a special 00:10:59.200 --> 00:11:02.820 occasion apart from like special dress in like 00:11:02.820 --> 00:11:06.500 occasion i would say during low season like for 00:11:06.500 --> 00:11:09.919 summer like second quarter or third quarter it's 00:11:09.919 --> 00:11:13.740 gonna be trend more trendy about casual casual 00:11:13.740 --> 00:11:20.039 thing like jeans shirts blazers tees yeah so 00:11:21.019 --> 00:11:23.179 And then back to our unique selling point because 00:11:23.179 --> 00:11:26.860 we have a variety of products. So wherever you 00:11:26.860 --> 00:11:29.860 go, whenever you occasion you have, we have it 00:11:29.860 --> 00:11:33.340 all. This reminds me that SOS creates many rising 00:11:33.340 --> 00:11:36.620 Thai designers. So what criteria do you use when 00:11:36.620 --> 00:11:38.580 selecting which brands to bring into the store? 00:11:38.919 --> 00:11:43.779 Okay. So first of all, the brand should have 00:11:43.779 --> 00:11:47.580 strong identity, strong branding. We look... 00:11:47.870 --> 00:11:51.049 forward to working with them in long term so 00:11:51.049 --> 00:11:55.149 the very beginning or the very important thing 00:11:55.149 --> 00:12:00.110 is to look for the brand that really have strong 00:12:00.110 --> 00:12:03.970 identity strong of like what values they bring 00:12:03.970 --> 00:12:08.269 what emotion they try to create and second thing 00:12:08.269 --> 00:12:13.110 is how passionate the founders are because 10 00:12:13.110 --> 00:12:18.059 years of my journey I found lots of I know lots 00:12:18.059 --> 00:12:21.419 of insights and I found out lots of things like 00:12:21.419 --> 00:12:24.399 some founders, they were so passionate at first 00:12:24.399 --> 00:12:27.039 and then they lost their passion or maybe they 00:12:27.039 --> 00:12:30.159 fight with their co -founders or their partners. 00:12:30.320 --> 00:12:33.440 So I think one of the things that make them last, 00:12:33.580 --> 00:12:36.139 make their business last long is their passion 00:12:36.139 --> 00:12:41.059 in creating and sending values and emotion to 00:12:41.059 --> 00:12:44.080 the right target. Yeah, so I would say this. 00:12:44.490 --> 00:12:46.850 These are two important things we're looking 00:12:46.850 --> 00:12:49.929 for in the brands. Wow, that sounds really great. 00:12:50.330 --> 00:12:54.309 Furthermore, P 'Toy, how does SOS support and 00:12:54.309 --> 00:12:57.690 evaluate new designers and brands once they join 00:12:57.690 --> 00:13:01.610 your ecosystem? Okay, me and my team, I will 00:13:01.610 --> 00:13:05.090 let them educate our customers that actually 00:13:05.090 --> 00:13:08.940 each brand will have... different customers and 00:13:08.940 --> 00:13:12.220 different styles. So we will give them insights. 00:13:12.259 --> 00:13:15.539 For example, Make a Bangla Target is quite different 00:13:15.539 --> 00:13:19.159 from Sayam Target. But there will be some mutual 00:13:19.159 --> 00:13:22.940 interest. So these are our insights that we have. 00:13:23.200 --> 00:13:27.620 And we will educate to our customers, to the 00:13:27.620 --> 00:13:31.000 brands, that if you want to join this branch, 00:13:31.450 --> 00:13:34.289 This kind of insight is what we want you to prepare 00:13:34.289 --> 00:13:36.909 your things for. Because we want them to grow 00:13:36.909 --> 00:13:41.289 with us also. So these are the first things that 00:13:41.289 --> 00:13:44.549 we want to support them. And along the way, we 00:13:44.549 --> 00:13:49.710 also have feedback. Each store will have a store 00:13:49.710 --> 00:13:53.899 manager. Every week, store manager and the sale 00:13:53.899 --> 00:13:57.120 team will call and feedback to brand owner that 00:13:57.120 --> 00:14:00.220 this kind, I think this week, this season, this 00:14:00.220 --> 00:14:02.600 item will very like best selling. Can you add 00:14:02.600 --> 00:14:05.840 more stocks? Yeah. So I think these are supports 00:14:05.840 --> 00:14:10.919 that we give to all of our customers. I have 00:14:10.919 --> 00:14:13.740 another question for you. Yes, please. So you 00:14:13.740 --> 00:14:17.139 went to school for accounting. Yeah. And then 00:14:17.139 --> 00:14:20.700 is that the reason why? your partners ask you 00:14:20.700 --> 00:14:22.659 to join them? Is it because they wanted you to 00:14:22.659 --> 00:14:24.559 work on the accounting side of the business? 00:14:25.639 --> 00:14:31.340 No way. I think one thing that I got from accounting 00:14:31.340 --> 00:14:35.519 is not hard skill, but I think it's a soft skill. 00:14:35.700 --> 00:14:40.799 Like it's a skill of detail -oriented and perseverance. 00:14:41.340 --> 00:14:44.600 Yeah, that kind of thing. Patient. Yeah, so I 00:14:44.600 --> 00:14:48.059 think this skill is more valuable than only hard 00:14:48.059 --> 00:14:52.669 skill that i in in auditor term yeah so i think 00:14:52.669 --> 00:14:56.529 this kind of skills and also one of the founders 00:14:56.529 --> 00:15:00.029 told me that she want me to join because she 00:15:00.029 --> 00:15:04.169 saw that i had a good grades because i graduate 00:15:04.169 --> 00:15:07.110 with first class honor i love to learn and then 00:15:07.110 --> 00:15:10.110 and then she said she told me she said she saw 00:15:10.110 --> 00:15:13.049 me have a good grade and maybe because i am kind 00:15:13.049 --> 00:15:17.669 of responsible people and i know lots of like 00:15:17.669 --> 00:15:21.629 influencers at that time because i used to play 00:15:21.629 --> 00:15:24.570 dramas or work in this kind of entertainment 00:15:24.570 --> 00:15:27.769 thing so this is what she told me before she 00:15:27.769 --> 00:15:30.750 invited me All right, so thank you. It is fascinating 00:15:30.750 --> 00:15:34.409 to hear how SOS acts as an incubator for Thai 00:15:34.409 --> 00:15:37.669 talent, not just a store. So we're going to pause 00:15:37.669 --> 00:15:39.769 right there. When we come back, we want to look 00:15:39.769 --> 00:15:42.049 at the bigger picture. We'll discuss how the 00:15:42.049 --> 00:15:44.669 Thai fashion industry has changed over the last 00:15:44.669 --> 00:15:50.490 decade and ask Kuntoy for her advice on how new 00:15:50.490 --> 00:15:53.049 brands can survive in this competitive market. 00:15:53.169 --> 00:15:55.809 So we'll be right back after this PSA announcement. 00:16:02.220 --> 00:16:05.299 Quick reminder before we dive back into the conversation, 00:16:05.559 --> 00:16:09.120 as we discuss the sense of style, it's easy to 00:16:09.120 --> 00:16:11.720 get caught up in the latest trends. But before 00:16:11.720 --> 00:16:14.600 you hit that buy button, take a moment to ask 00:16:14.600 --> 00:16:17.279 three key questions about your new piece of clothing. 00:16:17.980 --> 00:16:22.679 One, do I need this? Two, do I love it? And three, 00:16:22.860 --> 00:16:26.419 who made this and how? Choosing clothes that 00:16:26.419 --> 00:16:28.879 are made responsibly, whether that means high 00:16:28.879 --> 00:16:32.460 quality pieces that last, or items sourced from 00:16:32.460 --> 00:16:35.460 ethical companies, is the most stylish choice 00:16:35.460 --> 00:16:39.419 you can make. Great style is also conscious style. 00:16:39.799 --> 00:16:42.039 Now let's get back to the main discussion in 00:16:42.039 --> 00:16:48.759 part two. And we are back with our second part. 00:16:48.899 --> 00:16:51.519 Before the break, we discussed how SOS identifies 00:16:51.519 --> 00:16:54.580 and elevates new talent. Now we want to look 00:16:54.580 --> 00:16:57.360 at the bigger picture. Kuntoy has been navigating 00:16:57.360 --> 00:17:00.159 this fast -paced industry for a decade, and we 00:17:00.159 --> 00:17:01.980 want to tap into that experience to understand 00:17:01.980 --> 00:17:05.039 where Thai fashion is heading. But first, we 00:17:05.039 --> 00:17:08.160 want to also understand what Fit U Academy is. 00:17:08.259 --> 00:17:10.740 So Proud, go ahead and get this segment started 00:17:10.740 --> 00:17:13.400 for us. Let's quickly talk about the Fit U Academy 00:17:13.400 --> 00:17:15.680 before we jump back into the fashion industry. 00:17:16.440 --> 00:17:18.500 Could you describe what FITU Academy does and 00:17:18.500 --> 00:17:21.460 why you started it? FITU Academy is a place that 00:17:21.460 --> 00:17:24.039 believes that real transformation comes from 00:17:24.039 --> 00:17:29.599 within. So purpose of FITU Academy is I want 00:17:29.599 --> 00:17:32.920 to lead people and organizations and align them 00:17:32.920 --> 00:17:35.460 to their purpose so they can grow with peace, 00:17:35.559 --> 00:17:39.039 clarity, and impact. So why FITU Academy starts 00:17:39.039 --> 00:17:42.470 is actually... from my pain point because actually 00:17:42.470 --> 00:17:45.750 i as i as i told you guys i didn't have this 00:17:45.750 --> 00:17:49.569 kind of chance as you guys these days so i spent 00:17:49.569 --> 00:17:53.089 30 years of myself finding what i love what i'm 00:17:53.089 --> 00:17:57.849 good at and i had a lot of like desperate moment 00:17:57.849 --> 00:18:04.119 and and the worst point in my life is once When 00:18:04.119 --> 00:18:07.359 I was in university, I had an accident. It's 00:18:07.359 --> 00:18:11.319 an accident that my car turned upside down. And 00:18:11.319 --> 00:18:15.039 I was the only driver in the car. And I forgot 00:18:15.039 --> 00:18:19.160 everything. I just remembered when I was in hospital. 00:18:19.640 --> 00:18:23.599 My last memory is like I drive and then I woke 00:18:23.599 --> 00:18:27.680 up in the hospital with lots of friends around 00:18:27.680 --> 00:18:32.400 my bed. And I lost two front teeth. And my backbone 00:18:32.400 --> 00:18:36.509 cracked. And I have to sleep on my bed in the 00:18:36.509 --> 00:18:39.869 hospital for one month. And I have to take examination 00:18:39.869 --> 00:18:43.970 for final exam on bed. Yeah, but thanks God, 00:18:44.049 --> 00:18:50.630 I still survive. I survive. Yeah, so all things, 00:18:50.650 --> 00:18:53.690 all experience I learned in all 30 years. I think 00:18:53.690 --> 00:18:58.410 I experienced lots of career. I sailed lots of 00:18:58.410 --> 00:19:02.230 things. I had accident. I had crisis in my life. 00:19:03.460 --> 00:19:07.480 So, and one day when I was like 30 years old, 00:19:07.519 --> 00:19:11.980 just like last year, I had a chance to do my 00:19:11.980 --> 00:19:14.779 ikigai. Have you heard of ikigai before? Have 00:19:14.779 --> 00:19:17.660 you heard of ikigai before, Mr. Jason? It's a 00:19:17.660 --> 00:19:20.539 kind of Japanese philosophy talking about the 00:19:20.539 --> 00:19:22.680 purpose in your life, why you want to wake up 00:19:22.680 --> 00:19:27.400 every morning. So last year, I found my ikigai. 00:19:27.950 --> 00:19:31.869 So I am here in this world to inspire people 00:19:31.869 --> 00:19:34.869 and align them to their purpose because actually 00:19:34.869 --> 00:19:37.710 I have experience from finding my own purpose 00:19:37.710 --> 00:19:42.549 for 30 years. Yeah, so this is quite my passion 00:19:42.549 --> 00:19:46.569 and what I'm good at. So I want to create Video 00:19:46.569 --> 00:19:49.670 Academy and help people to find their calling 00:19:49.670 --> 00:19:52.690 and shine brightest with purpose. I would say 00:19:52.690 --> 00:19:54.809 having guidance can really lead us into like 00:19:54.809 --> 00:19:57.420 taking a bigger opportunity and... having more 00:19:57.420 --> 00:20:00.500 success in life absolutely yeah i really love 00:20:00.500 --> 00:20:03.500 this pit you academy you know and then back into 00:20:03.500 --> 00:20:06.099 our fashion industry question after 10 years 00:20:06.099 --> 00:20:08.880 in the fashion industry what major shifts have 00:20:08.880 --> 00:20:11.859 you seen and like how has sos adapted to stay 00:20:11.859 --> 00:20:17.119 ahead okay there's a lot of challenges but the 00:20:17.119 --> 00:20:20.160 most important thing i would say it's the disruption 00:20:20.160 --> 00:20:24.319 of e -commerce and shopping mall Because actually 00:20:24.319 --> 00:20:27.680 it's 10 years ago, SOS started when there's no 00:20:27.680 --> 00:20:32.000 Shopee, Lazada, TikTok, no. Only offline store 00:20:32.000 --> 00:20:37.200 and some few Thai online brands. So at that time, 00:20:37.220 --> 00:20:39.420 people come to our stores because they want to 00:20:39.420 --> 00:20:45.420 try. Yeah, and I think first three to five years, 00:20:45.579 --> 00:20:49.539 our growth is so high, like very high. Yeah, 00:20:49.619 --> 00:20:54.049 so because of the disruption, Not only e -commerce, 00:20:54.210 --> 00:20:57.890 but also shopping mall. For now, lots of big 00:20:57.890 --> 00:21:01.369 shopping mall. They also have spaces for local 00:21:01.369 --> 00:21:05.309 Thai brands. And I would say 90 % of all the 00:21:05.309 --> 00:21:08.750 brands located in shopping mall, they were all 00:21:08.750 --> 00:21:14.289 used to be in my store. Yeah, so because these 00:21:14.289 --> 00:21:17.210 challenges happen, that what make us reflect 00:21:17.210 --> 00:21:20.869 like... our strength and our value. So I would 00:21:20.869 --> 00:21:25.250 come back to actually we still survive because 00:21:25.250 --> 00:21:29.029 I think our purpose and our core value is clear. 00:21:29.720 --> 00:21:32.640 Because even there's a disruption of lots of 00:21:32.640 --> 00:21:35.839 things, but we are placed it. We are placed it 00:21:35.839 --> 00:21:38.940 that we want to grow brands. Like it's a kind 00:21:38.940 --> 00:21:41.559 of relationship that I water you, you water me 00:21:41.559 --> 00:21:44.240 and we grow. I think these values were clear 00:21:44.240 --> 00:21:48.920 since day one. So I think these things is the 00:21:48.920 --> 00:21:52.319 core behind that make us still survive. That's 00:21:52.319 --> 00:21:55.859 really nice. Since many Thai brands have creativity 00:21:55.859 --> 00:21:59.000 but struggle with business side, from a professional 00:21:59.000 --> 00:22:01.579 perspective view, what advice would you give 00:22:01.579 --> 00:22:05.480 to designers who want to grow sustainably? I 00:22:05.480 --> 00:22:07.579 think first of all, they have to have clear purpose 00:22:07.579 --> 00:22:10.819 of why they start their business, what values, 00:22:10.880 --> 00:22:14.240 what emotion they want to create, what is their... 00:22:14.559 --> 00:22:16.920 unique selling point because actually fashion 00:22:16.920 --> 00:22:19.480 industry is kind of a great ocean. Everyone can 00:22:19.480 --> 00:22:23.940 entry this battle like so easily. So they have 00:22:23.940 --> 00:22:27.599 to have like very unique selling point and all 00:22:27.599 --> 00:22:30.339 the partners or all the co -founders should have 00:22:30.339 --> 00:22:34.440 aligned vision. So there's one of the core thing 00:22:34.440 --> 00:22:38.019 that make their business last long. So in your 00:22:38.019 --> 00:22:40.440 opinion, what do you hope people feel or think 00:22:40.440 --> 00:22:45.059 when they wear SOS clothing? Confident. Especially 00:22:45.059 --> 00:22:48.619 confident in their own skin. Yeah, just confident 00:22:48.619 --> 00:22:52.599 in how natural beauty they are. Yeah, because 00:22:52.599 --> 00:22:55.920 we have a variety of products, so each style 00:22:55.920 --> 00:22:58.420 will match different interests and different 00:22:58.420 --> 00:23:05.900 types. Yeah, confidence. And in many years of 00:23:05.900 --> 00:23:08.819 experience, what do you believe helps a fashion 00:23:08.819 --> 00:23:12.059 brand survive beyond trends and truly growing 00:23:12.059 --> 00:23:14.759 as a business itself? I would say the same thing. 00:23:14.839 --> 00:23:18.380 The founders have to have clear purpose of why 00:23:18.380 --> 00:23:21.740 they start, who they serve. And founders must 00:23:21.740 --> 00:23:25.960 have passion. towards what they are doing because 00:23:25.960 --> 00:23:28.640 I think having passion towards something, it 00:23:28.640 --> 00:23:32.019 will make you stay even you face struggles or 00:23:32.019 --> 00:23:34.380 obstacles, but you will remain in the battle 00:23:34.380 --> 00:23:37.380 because you love it. Lastly, how important is 00:23:37.380 --> 00:23:40.220 community for emerging brands and how does SOS 00:23:40.220 --> 00:23:46.000 help cultivate that? Actually, it's my role right 00:23:46.000 --> 00:23:49.059 now. It's my project right now that I'm trying 00:23:49.059 --> 00:23:52.940 to... create a co -create communities and actually 00:23:52.940 --> 00:23:56.700 it's aligned with marketing in 2026 so as you 00:23:56.700 --> 00:23:59.200 as you can see lots of brand this day they go 00:23:59.200 --> 00:24:01.039 together like let's create something together 00:24:01.039 --> 00:24:03.619 let's be a community instead of let's competing 00:24:03.619 --> 00:24:07.819 let's be community yeah so for now actually i 00:24:07.819 --> 00:24:10.700 work i still work with my team that i want to 00:24:10.700 --> 00:24:16.740 create kind of journey like 30s 360 like view 00:24:16.740 --> 00:24:20.289 of like SOS Women journey not only fashion but 00:24:20.289 --> 00:24:25.509 also maybe dining beauty wellness yeah so for 00:24:25.509 --> 00:24:28.029 now I'm trying to create this kind of experience 00:24:28.029 --> 00:24:31.630 in my CRM like customer relationship management 00:24:31.630 --> 00:24:35.470 and also kind of awareness through co -promotion 00:24:35.470 --> 00:24:39.500 actually we just had we will have collaboration 00:24:39.500 --> 00:24:42.700 promotion and also yeah and also CRM together 00:24:42.700 --> 00:24:47.480 this month yeah yeah yeah so so we co -create 00:24:47.480 --> 00:24:50.359 so I really do believe in power of co -create 00:24:50.359 --> 00:24:59.819 something together as we end this episode we 00:24:59.819 --> 00:25:02.240 want to give a big thank you to Kuntoy for sharing 00:25:02.240 --> 00:25:04.759 her incredible journey and insights into the 00:25:04.759 --> 00:25:07.859 world of sense of style Her vision and dedication 00:25:07.859 --> 00:25:11.140 to supporting emerging Thai designers is truly 00:25:11.140 --> 00:25:13.940 inspiring. My biggest takeaway today was how 00:25:13.940 --> 00:25:17.720 SOS isn't just a store, but an incubator, a place 00:25:17.720 --> 00:25:20.599 for creativity and where it meets the business 00:25:20.599 --> 00:25:23.539 structure needed to survive. Whether you are 00:25:23.539 --> 00:25:25.940 a designer or a shopper, it's clear that the 00:25:25.940 --> 00:25:29.019 future of Thai fashion is about community and 00:25:29.019 --> 00:25:32.460 curation. If you enjoyed today's episode, please 00:25:32.460 --> 00:25:35.589 make sure to subscribe to our show. on your favorite 00:25:35.589 --> 00:25:38.349 platform and leave us a review. We drop a new 00:25:38.349 --> 00:25:40.589 episode every week. We'd love to hear from you 00:25:40.589 --> 00:25:43.470 as well. And as always, this podcast would not 00:25:43.470 --> 00:25:45.750 be possible without the hard work and support 00:25:45.750 --> 00:25:48.109 of our international student production team. 00:25:48.309 --> 00:25:51.130 All music and sound effects are courtesy of Pixabay 00:25:51.130 --> 00:25:54.589 .com, a vibrant community of creatives sharing 00:25:54.589 --> 00:25:58.230 copyright -free images, videos, and music. And 00:25:58.230 --> 00:26:01.049 we are signing off until next time. We are Students 00:26:01.049 --> 00:26:06.319 Incorporated, because your voice matters. Ooh.