We often think about the likes of Tokyo and Seoul when we think of the hot spots for fashion across Asia. As prime locations for both style and creativity, these cities have become landmarks for the fashion community, but nevertheless, despite their enormous radiance into all over the world, there are other emerging beacons of light when it comes to impactful fashion scenes in Asia. Arguably, you have outliers that are creating legacies within vibrant streetwear communities on their own, and one of which is Bangkok.

As we looked to venture out into new and exciting subcultures across Asia, we knew we had to mark this place on our map. Bangkok at its core is a bustling city full of life, diversity, and a sense of community. And although in the past it was not known for its impact on fashion, this all changed when one store started to introduce the people of Bangkok into the world of streetwear, slowly leading the city towards international relevance. This store is the legendary CARNIVAL.

Established in 2010, this retailer is the people's champion, and in their journey from small Converse retailer to a now multi-brand store offering a tasteful curation of modern streetwear and contemporary fashion, they have built an unprecedented culture and community for all the right reasons.

CARNIVAL is the type of store we have all had in our lives at some point. A touch point into that world, reminiscent to the likes of ATMOS in Japan or Solebox in Europe. CARNIVAL not only introduced fashion-heads to never before seen brands in Bangkok, but also created a community that is still growing by the day. Now it is a powerful voice in the industry, being one of the most important destinations for fashion there.

Before CARNIVAL, it was very hard to get your hands on foreign brands in Bangkok - Nike and Adidas were few and far between, and although there was a raging desire to dress in the latest streetwear there, it was so unobtainable that the community never were able to scratch this itch. This all began to change in 2010, and as each year went by CARNIVAL offered more and better brands to the people of Bangkok, and nurtured the community through activations and collaborations.

Bangkok lacked a fashion scene, and CARNIVAL started to kick it off through authentic community building. It’s this reason why we love them so much. Founded by Pint Anupong Kittikul, what separated CARNIVAL was its unique way of using social media as a major driving force. Today, this seems like a no-brainer, but in 2010 CARNIVAL was the first ones to take this initiative and run with it: high quality editorial-like imagery, collaborations and community events that got all the heads involved, and connecting with like-minded creatives, big and small.

It’s this intrinsic connection with street culture that the founders have, that made CARNIVAL what it is, and why it retains its legendary status amongst locals and gained much respect from the rest of the world. It’s this reason why we, since exploring other countries' immense subcultures and stories, knew that Pint from CARNIVAL would be one of the first people we needed to connect with and interview.

It's with great pleasure that we offer our readers an insight into the world of CARNIVAL, the story of a small store to a huge fashion hub, in this exclusive sabukaru interview with founder Pint. Let’s go.

Thank you for taking the time to talk to our network! Could you first start off by introducing yourself and the CARNIVAL Store to our network?

Hi, I’m Pint Anupong Kittikul, a founder of Carnival.

You guys started up as a small Converse store selling well-selected models in Bangkok. Can you tell us a little bit about your journey from there until now?

Thirteen years ago, Carnival started as a small Converse retail shop, where we sold only selected rare collections hunted from around the world, such as the States, Japan and Hongkong. From mouth to mouth, Carnival's reputation in exclusivity and fashion was spread widely among the market, primarily through social media. With the overwhelming customer demand, Carnival was no longer an ordinary selective sneaker shop. It becomes the first leading top-tier multi-brand hub (in Thailand) that centralizes all global brands, including Nike and Adidas, for the community to explore. After years, we are beyond grateful to receive consistent customer support and trust, resulting in us having the private label Carnival and Home and Away.

What are some of the most memorable moments you’ve had on the way?

There were a lot of memorable moments in this 14 years journey. But what is still touched in my heart is probably the drop that Converse sneakers collaborated with Thai artist, Mamafakka in the first two years of the store opening. This event became breaking news in the Thai fashion industry, and over 300 people lined up overnight in front of the store to purchase the product. We were lucky that historical moments were repeated drop by drop, leading us to have the raffle system to break down the crowd. All moments will not be memorable without the support from customers. We humbly thank you that they believe in Carnival.

What were some of the challenges you faced in building your legacy?

One of the biggest challenges I faced as a founder was the perception of global brands that viewed the Thai market as an emerging or “third world.” In other words, Thailand was not their target to distribute their top-tier products due to the belief that the Thai market is inflexible with fashion boundaries. To break that constructed mindset, Carnival requires ample proof that reflects the market potential in Thailand. Thanks to the hard work of the Carnival team, we successfully earned the trust of the global brands and became the first multi-brand store that hands all top-tier products to the customers. Over ten years, we’re still proving not only to the international brands but also to our loyal customers.

Having opened a second store just one year after opening the first, it seems like you really rode the wave like pros and never let off the gas. What were certain things you did to maintain the hype and keep your winning streak going?

Carnival is not maintaining the hype, we never try to make something hype but making something that we believe. We build up the product's story to align with the product quality and customers want. "Quality" that hands down to the customer is the key driver of Carnival hype. Because we worked, and still work very hard on this, our demand is exponentially growing, resulting in us successfully opening the second store just a year after opening the first.

We can see the focus you put on content and social media. It really sets you apart from the rest. Why did you decide to put a lot of effort into this, even before the big social media boom we find ourselves in today?

Initially, Carnival lacked the funds to promote itself in the traditional marketing channel. Along with the forecast that I see social media as the most accessible platform, I took a risk and spent all my marketing budget there.

Being rooted in sneaker culture, how have you seen the scene develop over in Thailand?

In the old days, sneaker lovers were just a niche market where they fulfilled their sneaker curiosity and knowledge through research. Right now, sneakers can be seen everywhere and for everyone with every lifestyle. It is no longer for a particular small group. Everyone is oriented in sneaker culture, either less or more.

We’re living in such a digital age right now, but CARNIVAL has really made waves in the physical retail space. How important is it for you to keep this physical experience alive, and what things do you do to maintain this energy?

Physical store is essential to Carnival as it gives physical experiences, including trying on products, browsing through collections, and interacting with Carnival sales, to customers. The unique store ambience and outstanding customer service allow customers to receive a full experience of products while shopping, which can be found nowhere online. To enhance the experiences, we continuously hold activities, pop-ups and launching events for customers to join and engage as a community.

Speaking of this digital age, what’s the scene like for physical releases? Do kids still line up outside and camp out like they used to back in the day?

Although we are in a digital age where online sales are rising daily, the hype for physical release is still going strong. Kids are still lining up outside to purchase new drops and collaboration with Carnival. Number of store customers is still growing. I, hence, view online purchasing as an additional channel for distributing products, not to replace the physical store experience.

You guys were some of the first people to bring many brands to Thailand. How have people’s interests in fashion changed in Bangkok now that they can finally get their hands on hyped brands from overseas?

Now that Thai customers can get their hands on hyped overseas brands more through Carnival, their interests in fashion are expanding and pushing the boundary. People are more eager to dress up, style it by mix and match, and explore their individuality through fashion. We’re beyond content and honoured to be the first to widen fashion diversity in Thailand.

What are some current and emerging trends in fashion in Bangkok and Thailand that you guys are noticing?

As everyone knows, fashion is like a loop where everything will eventually return to trend sooner or later. The current trend, including Y2K and old-school vintage style, is a great example that proves that theory where everything is re-introduced. Yet, sneaker culture somehow leaks in every fashion trend. Every outfit can be paired with cool sneakers. This means sneakers are lasting and ruling the fashion industry.

Which brands made the biggest impact when they hit the market in Thailand? Which became must-haves in street culture?

Apparently, the product that makes the biggest impact is not the apparel but the sneakers with the special line, like Nike Tier Zero and Adidas consortium. In history, these limited rare items will not be sold in Thailand.

You guys evolved from just selling sneakers to now becoming a one-stop shop for all things streetwear and beyond. Was this always the plan from the start?

Yes, this is the plan from the start. It was an original dream shared among three founders, including myself, to hold the top-tier multi-brand hub. But I know that it is not an easy path from the start, so we kicked it off as a sneaker shop and expanded the business scale later to a multi-brand shop, as you can see now.

We know you guys bring out some of the most unique collaborations for a store, such as Toy Story and Bleach. What are some of your favorites that you have brought to life?

Some of my favourite collaborations are probably the KFC and anime collaborations. It really surprised people how we brought the new perspective of KFC, the largest global fast food company, into the apparel with Carnival style. Also, Once Piece, Bleach and Naruto have been memorable collaborations since I grew up reading these mangas. Collaborating with these nostalgic animations is truly childhood reminiscing for me and, I believe, for others.

What are some collaborations that you would love to do next?

Collaboration with Nike is what I have been looking forward to since the start until now. It would be a dream come true if Carnival had the opportunity to work with Nike.

It’s very clear you guys are inspired by the 1990s - 2000s hip-hop and skate scene. What is it about this era that resonates with you so much?

The 1990s to 2000s is the period that has no social media. It was an era that everyone came out to hang out, skate and share creativity through dance moves. The hip-hop era has been a boom since then, and I was also significantly inspired by it. Today, I still take some elements from back then into my private label Carnival, which can be seen through graphic lines, patterns, and colors.

Tell us about the streetwear scene in Bangkok. What are the hottest brands out there right now?

Not much different with other countries, the hottest brand are still Supreme, Stussy, Off-White, Essentials, however, Thai people also support local brand that why Carnival is one of the brand that we can see people line up every week for the new drop.

You guys really opened up the doors to a lot of brands for people in Thailand and Bangkok. How have you seen the scene shift since people gained access to more brands from the rest of the world?

What about local brands? Who is doing it best and which products fly off the shelves?

Right now, Thai people have more access to almost every brand through physical stores or online. Knowing that Thailand is a year-round hot, humid country, local brands that sell summer clothes, like t-shirts, jeans, and light jackets, tend to be the best-selling products that quickly fly off the shelves.

How is the retail scene in Bangkok? Do people largely buy online, or is there still a personal relationship between stores and customers?

Online shopping has been a massive boom in the past 3-5 years due to the pandemic lockdown. So, there is no doubt that most of our sales are from a website and mobile application. However, luckily our customers at a retail store are not reducing. New customers still visit the store, checking out and trying on products.

How does CARNIVAL help to keep retail alive? Do you guys organize any in-store events or activations?

We usually have 1-2 times in-store events and activation to keep up the retail store's aliveness and maintain customer engagement.

Speaking of this, there’s a huge sense of community behind CARNIVAL. How have you managed to build this up?

As I mentioned, our marketing strategy has focused heavily on social media since the start. In the digital age these days, Carnival quickly creates a network and expands the online community among customers, where they join our page to exchange information and purchase items. A sense of community has been built online, yet it has been enhanced in real life through the monthly in-store event.

We recently interviewed Jeed, who we know you guys are good friends with. How did you end up meeting and connecting?

Around ten years ago, I met P Jeed at a streetwear event. We often bumped into each other, which is how we became good friends. He has helped me build Carnival's in-house brand by giving bits of advice, so I am grateful for our friendship.

What is unique about CARNIVAL that other stores in Bangkok, and even around the world, are doing differently?

Story Telling is always Carnival’s main focus, it was not just only the message we are trying to tell. But our story is reflected in our products and collaboration.

Are there any plans to expand out of Bangkok? Or maybe even out of Thailand?

Expanding Carnival out of Thailand is a plan that I will definitely achieve in the future. I want to expand Carnival to be not only a top-tier multi-brand store but also a medium that delivers and spreads our local culture through apparel. Our in-house brand Carnival, for example, is a concrete standpoint that establishes and reflects on the potential in the Thai fashion market to the world.

Aside from CARNIVAL, what are some spots in Bangkok that our readers need to check out for things like food, lifestyle, and culture?

I would say strolling at Talat Noi market in Charoen Krung, Shopping at Siam Sqaure, visiting temples, including Wat Arun, and stopping by at Carnival stores are something you can check it out.

Finally, what are some future plans for you guys? What do we need to keep our eyes on?

Besides a substantial upcoming collaboration that embodies subcultures and great artists, Carnival plans to embrace and support niche communities in Thailand through our community-based project. It is designed to weekly gather different groups of people to come together and elevate their passion and performance.

Carnival is more than just an ordinary multi-brand store. We are the standpoint of fashion, the medium of multi-cultures, and the community that embraces the differences in individuality. So, please keep an eye on us, not just the collaboration or events, but our brand Carnival. Thank you.

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Text and Interview: Joe Goodwin