THAKOON is a fashion brand that aims to bring a designer perspective to everyday wardrobe essentials. Launched in September 2019 by celebrated Thai-American designer, Thakoon Panichgul, the brand reimagines timeless fashion for the modern consumer. Panichgul's background as a fashion editor for Harper’s Bazaar and his subsequent success as a designer, including being featured in major magazines and dressing celebrities, adds to the brand's appeal.
After taking a two-year hiatus, Panichgul recognized the need to shift the focus from loud and extravagant fashion to simple, affordable, and well-designed essentials. This led to the relaunch of THAKOON as a direct-to-consumer line, catering to those seeking functional and beautiful fashion. With a foundation laid in 2004, the brand seeks to disrupt the E-Commerce and Fashion industries by providing a new take on wardrobe staples that balance modern cool with easy sophistication.