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Thakoon Panichgul, of beloved fashion label Thakoon, is presenting his “see now, buy now” show on Thursday, which embraces a new style of shopping, geared towards the modern woman.

An early adopter of the “real time” trend in fashion, where you can buy the clothes you see on the runway now (avoiding the six month wait to get your hands on new designs), Panichgul’s company has cut out retailers, adhering to a direct-to-consumer model. In September, the brand debuted a user-friendly e-commerce platform and a sleek yet homey Giancarlo Valle-designed flagship store on Wooster Street in NYC. The designer has taken back control of his brand’s image. Along with a new backer, investment firm Bright Fame Fashion, Panichgul has eliminated the middleman and is creating his vision for the wearable and affordable pieces every woman is coveting.

We spoke with the Thai designer, on the eve of his Fashion Week presentation, about his work space and the things he can’t live without—green juice—as he gave us a tour around his SoHo space.


My office in three words:

Alive, controlled chaos, journey.

Current color scheme of the office:

White canvas so that we can be messy with inspiration and the design process.


work space

is inspired


The way that we work, which is a constant flow of ideas. The work comes first, and so the workspace has to support how we work.

On my current mood board for Spring ‘17:

A vintage picture of Kate Moss in a trench coat, stripes and scarf prints, drapes of cut up trenches.

For Spring ‘17, I was inspired


The idea of the quintessential spring outerwear, the trench. I want to play with reinterpreting something classic, injecting it with some feminine personality.

How I wake up and look fresh on very little


I actually need sleep, so I make sure that I get at least six hours every night. That means no red wine.


The first thing I’ll do after NYFW:

Go back to designing the next collection!

Preferred NYFW footwear for running


Adidas NMD sneakers.

What’s in my go-bag during New York Fashion


Mophie battery pack, headphones, green juices from The Juice Press.

What’s on my NYFW


A lot of green juices, almonds, grilled chicken, kale, and french fries.


for getting


Right now? Guns & Roses.

Best part of my job:

That I get to be creative.

If I weren’t a designer, I’d


A musician.

I’m 10 times more productive when:

I have at least two cups of coffee in the morning.