Well, Why Not?

Thai fashion designer Bhanu Inkawat on Thai street style, the Asian way of life – and the inspiration behind his brand Greyhound Original’s playful collaboration with Ikea.

- Asih Jenie

When Thai designer Bhanu Inkawat, founder and executive creative director of fashion brand Greyhound Original, received an e-mail from Ikea Sweden proposing a collaboration in 2017, he dismissed it as spam.

“My first thought was why would a global furniture brand like Ikea collaborate with a Thai fashion brand like us?” After three e-mails, he decided to check with Ikea Thailand and discovered that the invitation was legit.

What followed was a rigorous, two-year product development that yielded a limited, bestselling collection christened Sammankoppla. Comprising homeware and accessories inspired by Thai street style, the collection was designed to be affordable, multifunctional and adaptable.

The items retail from $1.90 (a zip pouch) to $129 (a shelving unit inspired by scaffolding). There are also rugs and bags made with woven PET waste, and a jacket for chairs – a wink to Greyhound Original’s fashion roots.

It launched here in August and was warmly received by shoppers, who cleaned out some items in just two weeks. We asked Bhanu to elaborate.

HOW DID GREYHOUND ORIGINAL TRANSLATE THAI STREET STYLE INTO IKEA FURNITURE?