Small label founders are rejecting the global fashion merry-go-round for slower, steadier, more resilient business models.
Bangkok-based designer Rok Hwang launched his label Rokh in 2016 after years at Louis Vuitton, Chloé and Celine. Now a decade in, Rokh is profitable and generates multimillions annually, yet Hwang has stepped away from wholesale and paused Paris Fashion Week shows. He recently expanded operations to Seoul, where he plans to open the brand’s first store in 2027.
Hwang is part of a wave of Asian designers shifting from the mainstream corporate cycles promoted by European conglomerates like LVMH and Kering toward slow and steady models. The Covid-19 pandemic highlighted weaknesses in wholesale networks and challenged traditional seasonal expectations.
Brands such as Recto (South Korea), A Presse (Japan) and Shone Puipia (Thailand) avoid runway shows and mass production. Their founders treat fashion as a business without chasing unsustainable growth. Cherry W Rain-Phuangfueang and Teerapat “Home” Phuangfueang of the Thai brand Nong Rak, shortlisted as a semi-finalist for the LVMH Prize this year, say their growth has been organic without major marketing investment.
Source: Financial Times Companies · Summarized by HeadlinesBriefing