Pronto Denim visit
Jul 22, 2011

Last week I had a chance to visit Pronto Denim, one of Thailand’s top denim stores. I had a chance to speak with Chnanon, the creator of the stores and came away humbled by his experiences. Pronto Denim started life as a tiny store in the heart of the Bangkok shopping district. It was barely 20 square metres – tiny even by Tokyo living standards. He set out to introduce jeans brands that were booming in Europe and other countries but were unheard of in the Thai fashion market. These denim brands include the likes of Cheap Monday, April 77, Hells Bells and Imperial brand clothing. They were also one of the first to get really focused on raw jeans and it’s fading qualities. Chnanon’s life revolved around the stores and it’s jeans, manning the shop day in and out talking to people about the brands and it’s stories. He stuck it out with the jeans and with patience and perserverance, it paid off. Now, in their 6th year, Pronto is set to expand it’s reach to over 6 stores.

Also on the visit to my surprise they had put up a little display (some would call it a shrine) of faded jeans with a Hall of Fade postcard attached to it. Thanks Pronto!

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