Imagine a thread, spun from the heart of Thailand, imbued with the vibrant hues of its landscapes and the intricate patterns of its ancient artistry. This thread, once the catalyst for a silk revolution, now weaves its way into a new chapter: Jim Thompson's foray into American apparel. Beyond silk, this is a narrative woven from the enigmatic life of its founder. A man who disappeared into the mist-laden highlands, leaving behind a legacy that shimmers with brilliance and mystery. We're here to unravel that narrative, exploring how the very spirit of Jim Thompson, the OSS operative turned silk magnate, infuses the soul of this new collection.

This journey delves into the delicate dance between Thai tradition and modern sensibility, the challenges of bridging a tropical paradise with the diverse landscapes of the American market, and the emotional resonance these garments hold, carrying a whisper of the exotic and the unknown. Joined by Be Inthavong, the Creative Design Director, we'll explore the intricate process of this cultural exchange, his vision guiding the balance between honoring tradition and embracing contemporary style, while imbuing each design with the timeless elegance and intrigue linked to the brand's legendary founder, as we examine how Jim Thompson seeks to redefine its presence in the American fashion landscape.

Could you walk us through your creative process in designing a new apparel collection?‍

I always start with looking back. I look to see what worked, what could've been done differently, and what we could expand on. Most excitingly, I explore what “newness” can be added to elevate our design aesthetic and engage our clientele.

How do you incorporate Thai cultural aesthetics and storytelling into each piece?‍

My recent design narrative combines Jim’s Western aesthetic with local Thai design elements. For example, when working with our print team, we create geometric patterns but add a twist of “Thainess” by applying an ikat treatment to the artwork. I imagine this reflects the lens Mr. Thompson himself used during his early days, collaborating with local Thai artisans and patterns.

What challenges do you face in adapting traditional Thai designs for the US market, and how do you ensure these pieces resonate culturally while remaining commercial?

As a designer who worked most of my career in the US, seasonality is our biggest challenge. Since Thailand has warm weather year-round, our products naturally reflect that mood and tone. However, when designing for the US market, we have to adapt to the full range of seasons. For instance, it wouldn’t make sense to offer a wide range of men's ikat-printed linen shirts in Q4 when it's freezing cold in New York — even though ironically, we tend to sell a lot of short-sleeve shirts during that time! I don’t want us to be pigeonholed as an ethnic brand with a single dimension. We aim to offer products that work across seasons and aesthetics. While we may not introduce heavy sweaters, we can provide long-sleeved silk jerseys, silk-blend woven scarves, and other pieces that build on our core offerings.

What is your dream or aspiration for the impact your designs have on those who wear them? ‍

I aspire to make our customers feel happy and positive — the same feeling they experience when visiting Thailand for a vacation or special occasion. I want them to take a piece of that joy home with them when they see the Jim Thompson label, even if they’re facing a cold winter back home. 

Can you share a transformative moment in your life where clothing significantly influenced your mood or sense of identity? 

A transformative moment for me was when I was appointed to my role at Jim Thompson and moved to Bangkok. My wardrobe naturally adapted to the climate — lightweight shirts paired with soft, mostly unlined jackets, light trousers, and leather open sandals. I feel comfortable, weather-appropriate, and most importantly, stylish — even though I'm no longer walking the streets of New York or Paris.

In your experience, what aspects of Thai silk do you find resonate most with international consumers, and how does The White Lotus reflect or amplify that connection? 

Thai silk feels exotic to international customers, whether it’s a woven jacquard or a printed piece, making it almost a must-have when visiting Thailand. That connection was reinforced when The White Lotus filmed here. When I met with the series' costume and set design team, they wanted to create a world authentic to its location, so they found ways to use our products throughout the show. You'll have to watch all the episodes to spot how Jim Thompson has been featured!