No Pun Intended

The 'Sook Sabai' collection by No Pun Intended tackles the issue of societal expectations and the overworked culture in Thai society. Designer Pattanakulkumjorn, who grew up in a conservative parental background, seeks to challenge the standards imposed on children and raise awareness of the importance of 'SLOWNESS' in life.

Drawing from personal experiences, the collection features round and slouchy silhouettes inspired by Comfort ELEMENTS in the bedroom. Mixing nightwear and street-style influences, the collection embodies the feeling of being caught in a frantic work routine and challenges the boundary between uniform and sleepwear. The use of bold colours and graphics reflects the longing for a brighter childhood.

The collection also incorporates the symbol of a rubber duck, representing the concept of being a jack of all trades to earn respect. This message serves as a reminder to the people of Thailand to prioritise their well-being and question societal structures that overlook the necessity of leisure and comfort in life.