“At PIPATCHARA, we call ourselves ‘fashion for community.’”

Transforming waste into craft is truly an art in itself. As we appreciate these remarkable creations, we must acknowledge the artisans behind them — PIPATCHARA.

Founded in 2018 by Bangkok-based sisters Pipatchara “Petch” and Jittrinee “Tubtim” Kaeojinda, this innovative fashion label has redefined style through a unique commitment to sustainability. The brand quickly garnered attention in the Thai fashion industry, making a significant impact with the launch of its inaugural collection.

Starting their fashion journey with a passion for macramé, Pipatchara has incorporated this signature element to create hand-knotted patterns using recycled materials, and their “Thea” basket bags exemplify this creativity. The brand gained significant attention when Lalisa Manobal wore a stunning custom-made outfit at the 2024 F1 Monaco Grand Prix. This two-piece ensemble, composed of 1,800 pieces of recycled plastic waste — including gold bottle caps and plastic containers — embodied the label’s avant-garde vision and environmental consciousness.

Pipatchara’s unique creations not only make bold fashion statements but also challenge the conventional notions of what fashion is, prompting deeper reflections on its significance and impact in today’s world.

The brand not only transforms waste into creative products but also supports artisanal craftsmanship and generates income for local communities. When PIPATCHARA introduced the macramé knotting technique, they collaborated with artisans from various Thai communities to create eco-conscious and aesthetically pleasing products. Additionally, they began focusing on using recycled plastic waste, such as marine debris, plastic bottle caps, food containers, and more.

PIPATCHARA has received acclaim from fashion aficionados and has made a significant impression at prestigious events such as Dubai Fashion Week and London Fashion Week. As the brand continues to craft distinctive pieces for women and explore innovative creative avenues, it's also expanding its focus to include men’s fashion.

Following a series of successful collaborations with notable brands such as Thai Airways, Nestlé, Swarovski, Shokubutsu, and Kimpton Maa-Lai Bangkok, PIPATCHARA has recently partnered with Grey Goose to host an exclusive event titled “On the Guestlist.” This collaboration also marks the launch of limited-edition, sustainable, unisex bags crafted from 100% recycled fishnets and canvas.

The Beat Asia spoke with Pipatchara “Petch” Kaeojinda to discuss the brand’s target audience, how it has achieved significant international presence, her perspective on sustainability, and her approach to working with local artisans in creating collaborative pieces.

From Passion to Purpose

PIPATCHARA's endeavor to establish a community-driven fashion brand is led by Kaeojinda sisters Petch and Tubtim. Although the duo possesses distinct passions, both are fundamentally rooted in art and craftsmanship. Their core mission is to intertwine high-end fashion with sustainability, empower their community, and highlight intricate artisanal craftsmanship.

”We started in 2018 as a ‘fashion for community,’ [because] we want the community to be involved in our creations. My sister has worked closely with the community and is deeply committed to sustainability, like she has that ‘kind of heart,’ and she's really into it,” Petch explained.

While Tubtim specializes in sustainability, Petch serves as the Head Creative Director and Co-Founder of PIPATCHARA, embodying the brand's creative vision. Prior to establishing her label, Petch earned her degrees in Fashion Design from the Academy of Art in San Francisco and was honored with a prestigious accolade from École de la Chambre Syndicale de la Couture Parisienne. Following her graduation, she gained experience at renowned fashion houses such as Ralph Lauren in New York, Chloé, Anessa Bruno, and Givenchy in Paris. Upon returning to Bangkok, she took on a designer role at Jaspal. Petch's journey has been a remarkable one, from learning the local language in Paris to acquiring hands-on skills.

“I feel like everything is about the learning point. For me, I felt so fortunate to work at those big houses because it was my goal since I was a kid,” she reflected.

Dreaming big and making her dreams a reality has always been Petch's strategy, a focus she maintained for 10 to 12 years.

“I worked really hard. It wasn't easy at all, but I dedicated everything I had to secure an internship at Ralph Lauren. They offered a scholarship to study in Paris, and I seized that opportunity. The path to achieving my goals has been long and challenging, but it’s been worth it.”

"I brought that hard work and experience into my company. I genuinely felt like I was starting from scratch, but I wasn't afraid of it. I never expected that PIPATCHARA would grow this quickly," she shared.

With a deep passion for craftsmanship and a commitment to community collaboration (such as all the weavers and teachers involved), PIPATCHARA reflects Petch's dedication and expertise.

From Bottles to Bags: The Transformative Journey

PIPATCHARA’s first creation, the macramé strap Sama Box bag, had set a high standard for niche products. Customers were eager to purchase something different, rather than items that were already widely available. The most valuable aspect of this journey has been the feedback from customers and how PIPATCHARA adapted its collection based on their input, especially during the first two to three years.

“They want to buy something unique that you can’t find anywhere else. People often ask, ‘Where is it from?’ These were my original customers who genuinely appreciated our brand, and their feedback helped us grow and develop our offerings," shared Petch.

Petch beautifully articulated that the true architects of the brand's expanding presence are its customers and the audience they engage.

“I feel that our customers are becoming more prominent as their voices reach a wider audience. When they talk about us, it creates a ripple effect,” she explained. “The reason we’ve become a brand that people discuss is not merely because a particular piece is outstanding. Instead, what really matters is that conversations about our brand are spreading through word of mouth. As a result, people have started to explore PIPATCHARA and engage in discussions about the brand.”

Crafting Sustainability: The Role of Thoughtful Design in Pipatchara's Success

Petch highlights that PIPATCHARA's commitment to sustainability has been ingrained from the very inception of the brand.

"I love leather; I can't work a day without it. However, I told my sister that leather is not a sustainable material. A certain percentage of chemicals is needed to process it; otherwise, it won't be true leather. My sister explained that the way we engage with the community is how we grow. Sustainability isn’t just about the materials used; it’s also about the long-term relationships we build with individuals and communities," expressed Petch.

When it comes to sustainability, PIPATCHARA emphasizes the meticulous processes involved in crafting each piece.

“The way we engage with our customers and the community remains consistent. If you see each collection, it features art and craftsmanship because we go up north to teach local artisans how to create these pieces. My sister describes our approach to sustainability as building a community that we collaborate with every season. We’ve been doing this for about eight years, and it’s something we’re very proud of. Not easy though, but something we're proud of.”

Petch shared that collaboration on the Thai Airways project serves as a prime example of their innovative approach to ideas and concepts.

“We had this plastic cap that we didn't know how to use, and I was determined to figure it out. It was my passion to do something meaningful because it was something I wanted to touch, see, and feel every day.”

When individuals consult Pipatchara about the potential for recycling certain materials, the initial step involves a thorough evaluation of those materials.

“I consider the brand and think about the value it will provide afterward. I believe that when you collaborate with a local brand, it's essential to create value or contribute positively to the partnership. Otherwise, it’s just business. Working with local brands allows us to expand our impact and create goodness not only for ourselves but also for their brands.”

“My sister insists that we avoid using new plastic or defective pieces from the factory. Instead, we should utilize materials that have already been discarded, particularly household waste. In our first month, we were able to create only 30 pieces, as that's all the trash we could find, especially in attractive colors like purple or pink.”

Pipatchara has numerous avenues for acquiring materials, yet they opt to source waste rather than engage with flawed items.

“Another example is our collaboration with Shokubotsu, where we set up a machine for people to return bottles. This way, we can recycle the materials. However, because we rely on trash, we can't produce a full collection as we don't have enough trash — supply is limited.”

At the end of the process, we typically produce about eight bags, while the rest consists of dresses. It may sound unusual, but this part of the operation can be quite challenging because, honestly, we sometimes struggle to gather enough materials. As a result, customers either have to wait for their orders or we implement a pre-order system.

On the global front, PIPATCHARA has been displaying its innovative designs at prominent fashion events in cities such as Paris, New York, London, and Dubai, thereby elevating the profile of Thai sustainable fashion on the world stage. Petch mentioned that they are seeking a market or audience that genuinely appreciates the story behind the brand and its concept. The ultimate goal is not merely to generate profit but to engage people in understanding what the brand represents and what it aims to achieve.

In June 2025, PIPATCHARA hosted a fashion show at the Sea Life Aquarium in Siam Paragon, partnering with UBE Group (Thailand) for their "AQUA-R-US" collection. This project was dedicated to transforming discarded fishing nets into sustainable, eco-friendly fashion, aiming to repurpose marine waste into high-quality nylon and create elegant apparel and accessories.

When PIPATCHARA decided to use leftover fishing nets to add value to them, Grey Goose expressed interest in collaborating.

“We have been in discussions with Grey Goose Moments for about eight to nine months. We talked extensively about the project. It needed to be unisex and versatile. This was the first time we ventured into men’s fashion. Imagine transforming fishing nets that people no longer wanted into something viable, rather than just perceived as trash. This is precisely what Grey Goose was looking for in our collaboration.”

When asked about the standout pieces from the collection, Petch highlighted one of her favorites, the Infinitude bag, an innovative creation that transforms recycled materials into wearable art.

“I love that people appreciate the plastic version of the Infinitude bag. I truly value those who love it and the discussions it has sparked. I also adore the pieces that incorporate jade.”

Working with the community is essential for Pipatchara, and thus, they continue offering their macramé collection. Some community members find it easier to work with rope rather than plastic, leading to a distinct approach in their craftsmanship. This year, they have introduced more pieces to further support and sustain these vital community ties.

When discussing PIPATCHARA's sustainability values — such as durability and thoughtful design — Petch emphasizes the crucial influence customers had in shaping the brand's identity. For instance, enthusiasts have engaged with their artwork crafted from Yakult probiotic bottles, contributing to the Infinitude piece, as well as the Singha bottles utilized in the Transformation Bag.

“I believe the experience allows customers to learn a great deal about each piece. It's not just about me presenting them; it's about the customers connecting with the items they carry. And that's the essence of it. That was my main focus when considering the marketing strategies for PIPATCHARA.”

To learn more or shop for PIPATCHARA's collections, visit their website. You can also follow them on Facebook and Instagram for updates.

This interview has been edited for length and clarity.

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