FEATURING 6

Joe was born in Bangkok (Thailand). He finished his Master degree (Fashion Studies, Menswear) in London and graduated in 2000 from the London College of Fashion. In 2001, Joe met J Maskrey, a famous skin jewelery designer who was working with skin jewelery design at that time. Joe and decided to work with her for about a year to gain some hands on experience.

During, 2001 to 2002 Joe started teaching university students about fashion design in Chiangmai (Thailand). He showed and took the students around to different locations in Bangkok. Some of those places was his family’s business where they produce night wear pajamas and distribute to other countries like England and America, as well as having their own shop in Central Bangkok area and some of the leading department stores. The students got the chance to learn about all the technical parts behind the fashion industry. Which is a very important tool to understand becoming a great fashion designer.

Joe also took his students behind the scenes in Bangkok and gave them a chance to see backstage of real Fashion Shows etc. Which many of these students don’t have access in their daily life unfortunately. For Joe this was a way to educate his students as well give back to the community.After one year of teaching, Joe’s father got sick and he stopped teaching to help out with the family business. Joe helped out his family for five years. After 2 years, he knew that he wanted to start his own brand though. So, in 2007, suddenly he decided to start KRANE. This was not the first time Joe decided to start a collection. He had tried to in 2005, but never took the collection to its full potential.
Joe know the Thai market very well, in his opinion and he found much of the clothes on the market were all the same. Joe noticed the clothes looked like Avonka or in other terms, complicated designs and cuts and trying to hard. Joe decided to take a different direction. Krane” is more about practicality, wearable, neat and what you can wear in everyday's life but yet still looks very stylish.

So far the industry has embraced his uniques sense of design because of the diversity he brings in the clothes and style. His inspiration came from everything, everywhere, people, celebrities to the clothes he would like to wear, yet could never find in stores. “Krane” is for people that imaginative and everyday clothes that they can’t find anywhere else.

What does it take to be a top Designer?
Joe: Its not just about being a fashion designer, people are interested to see what you have to offer to the industry and will judge the designers work by that?. Thailand has many very good and talented designers. To but to build your brand and to outshine the others, The designer needs to be very clear and focus on his/her designs for the people to see and then
get them to buy it.
What about the “Krane” fashion show that took place at MET BAR?
I went to the fashion show! The Met Bar is best described as a posh, but concept-wise quite ordinary hotel club (Metropolitan Hotel), which is popular among models and the noveau rich. It’s difficult to get inside and if you are
not wealthy or a VIP, you need a membership card.

Joe decided to have his fashion show there because Met bar organizes an event called “Second fashion Series”. Every month Met bar hosts an event, with one very selected designer to show case his/her clothing line. The manager of Met Bar K Num introduced and approached joe for the 2nd series about their event and wanted him to take part of the Second Fashion Series event.



The preparation for the Fashion show was straight forward. The choice of models was very good in my opinion. There was a good set of male models walking down the catwalk. They all where mixed, different heights, good looks and very versatile. Excellent choice of models for the right set of clothes.

Before the show, Joe had been introduced by a friend to a popular bag designer from Denmark, Rene (www.myspace.com/+++CHU+++). Joe showcased this designer bags with “Krane”. The bags are handmade and being produced in Bangkok. Joe tells me, that there might be a potential collaboration between the two. More news to come later…

The fashion show at Met Bar was coordinated with Joe’s good friend and top Fashion Stylist, Konti from Thailand. He was glad because to have him there because it helped having another opinion.
Joe received a great response from friends and important members of the fashion industry. He has already gotton a couple of requests for his pieces.



Will Joe launch a women’s line any time soon?
At this time, Joe is only focusing on menswear, but he definitely planning to do a womenswear line in a very near future.

What type of People wear “Krane”?
People who wear “Krane” appreciate the small details in clothing and think about the way they carry themselves. Age doesn’t matter as long as he knows how to dress well mix and match his style.

Is “Krane” Affordable?
Joe believes that the tailoring is affordable and wants clients to be able to wear he brand often. People should be able to change their wardrobe once in a while without costing a leg and a foot.

What does the future hold?
This coming October 2007, Joe wants to launch his first Flagship store in Bangkok where carrying full range of merchandizes and starts his womenswear line.

Joe has also teamed up with four leading other top designers in Bangkok from different backgrounds in industry to launch another line. Together, they are currently collaborating with a major company in Thailand to launch this new menswear early next year.

Unfortunately, I can’t tell you all the name of the company! It’s still a secret, awaiting to be revealed!

Where does Joe see “Krane” 3 years from now?
He would like to get in touch with International buyers to expand his brand. “Krane” and sell all over Asia (Hong-Kong, Japan, Singapore, Australia and the Philippines) His dream is to have a flagship store for Male and female clothing in the future.

Joe finished the interview by saying… “I dont know if I will live in Thailand for ever, Life changes.. We never 'never' *SMILE*.” Joe credits his Family, his partner, dear friends, and his team who have helped him making this dream and vision possible.

I would like to thank him for letting me interview him for the hottest gossip website on the net and the unique UNIVERSAL PLAYER (me)!

KRANE
Bedtime Story Building
302-304 2nd fl., Siam Square Soi 4
Rama1, Patumwan Bangkok 10330
Thailand

Dress Code at Siam Paragon
1st fl. Bangkok

Shop Tel.: +66 (0) 2250 0181
Office Tel.: +66 (0) 2472 5680-3
Fax: +66 (0) 2472 1314
E-mail: krane@thaiproduct.co.th