Jan 17, 2018 | By Samuel Trotman
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Thailand denim boutique, Pronto, celebrates six years with its first-ever denim festival, The Denim Carnival.
Renowned for curating an extensive collection of premium denim, Thailand boutique Pronto invited some of the biggest names in the denim industry to take part in Bangkok’s first denim festival, The Denim Carnival. The denim-packed day took place on Sunday, October 21st at Siam Paragon event center in Bangkok.
In true denim tradition, Pronto organizers transformed the Siam Paragon yard into an Old American Country Fair. The rickety barn exterior, swinging saloon doors, and hay piles provide an authentic American fair experience. Inside, denim buffs can browse a selection of international denim brands, shop exclusive products, and meet denim gurus. Pronto’s Marketing Manager and Denim Carnival organizer, Sunny Sachdev, invited a selection of the store brands including Nudie Jeans, Cheap Monday, The Flat Head, Naked & Famous, Pure Blue Japan, Big John, Lightning Magazine, and Red Wing Shoes to join the festivities.
According to Saintkeat, there were some exceedingly interesting products up for grabs throughout the day. Brandon and Bahzad from Naked and Famous (along with their entourage of Thai models dressed in blonde wigs) released several limited edition pieces like their red-core selvedge pants, a Pronto x N&F collab jean (with vintage pornography printed on the inside), and Brandon’s selvedge origami gifts. Meanwhile, Nudie decked out their stall with an atelier repair service, Big John showcased their limited edition faded jeans, Momotaro offered custom designs, and Flat Head launched their exclusive “Gotta Roll” brand jeans.
As well as cruising the brand stalls for exclusive products and competition prizes, the crowd could also participate in American country spirit with bucking broncos rides, a Wild West shootout, and a Denim Dunk Tank. At the end of day, everyone kicked back with Chokchai steak burgers and Chang beers. A rodeo soundtrack provided by Sally the Kraken, Trix o Treat and Eddie Baytos & The Nervis Brothers complimented it all.
We spoke with the Pronto’s Sunny Sachdev to find out a more behind The Denim Carnival and what to expect next year.
Tell us about Pronto and The Denim Carnival.
The Denim Carnival marks Pronto Denim’s Sixth Anniversary. From a tiny shophouse that could barely fit five people, we’ve grown to over seven branches across Bangkok and other parts of Thailand – that is definitely a big cause for celebration.
We’ve always strived to do things differently at Pronto by creating emotions and new experiences for our customers. So, instead of holding a press conference and shoving fashion shoots and catalogues down our fans’ throats, we set out to create a festival celebrating denim. The Denim Carnival is a new phenomenon that we hope will become a household name in the Thai fashion industry – an event to be looked forward to every year.
What is the purpose of the event?
The main purpose was to reward our fans for their loyalty in our Pronto Denim stores. We invited their favorite brand designers and principles down to meet with them and talk to them about their products, show new collections, and hand out a lot of special giveaways. There was a mechanical bull, a dunk tank, and a shooting range. Fans who participated could win even more free swag such as jeans or denim origami.
We also wanted to draw in new faces who were unaware of the value of these denim masterpieces and educate them about why they are special. We created a special Denim Carnival passport aimed at mostly new customers. These passports had a short bio on each of the brands and they can get a special stamp on the pages by visiting each of the designers. These stamps can then be redeemed for prizes and games. This was to make sure that they got to see everyone’s offerings while at the same time having fun doing it.
Who attended this year?
We had designers from all around the world including representatives from The Flat Head, Pure Blue Japan, Nudie Jeans, Imperial, Cheap Monday, Lightning Magazine, Naked and Famous, and more. As for the customers, we had a lot of press, fans, and new faces alike.
We’ve been hearing great things about the burgeoning denim scene in Thailand. How do you feel it’s progressing?
The denim scene in Thailand has been growing gradually for the last few years and now seeing exponential growth as Thailand is experiencing a boom in malls and shopping. Many international brands are now coming into Thailand this year so we expect even more growth!
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