Singha's stout entry gives Bangkok Fashion Week some extra fizz

The brewers of Singha beer made a bold statement at Bangkok International Fashion Week by tacking their lion motif onto outfits - and in the process injecting some genuine "Thainess", something not always evident in local clothes shows.

Marketing manager Piti Bhirombhakdi says the strategy is to lure beer lovers into fashion.

"Even if you don't drink beer, you might buy our clothes because they have a strong connection to what Singha beer stands for," he says.

Singha-brand clothing was an idea conceived to celebrate the company's anniversary, but it looks like a long-term undertaking now.

"We're already investing Bt70 million in Phase 2," Piti says. Another Thai outlet is in the works, as well as an overseas venture.

The design team includes Suthida Thompson, Roj Sangkasaba, Fly Now's Chamnan Pakdeesuk, Kowit Pongpandecha, who owns Krane.

Kowit says the challenge is to maintain Singha's image in the clothing items and accessories.

"Its customers have a wide variety of lifestyles, so we have sports clothing as well," he says.

The cool items include a black jacket bearing the logo and T-shirts with cans of Singha printed on them. There are also ties, hats and cotton bags with the Singha motif. "They can be easily mixed and matched," Kowit says.

While the current focus is on guys' fashions, the catwalk show featured gals wearing one-shoulder T-shirts and work shirts with tailored pants. With no skirts in sight, the message was about strong women.

But though the beer brand is boarding the fashion-for-the-masses bandwagon with its uniquely Thai logo, it has to be said that none of the clothes use Thai silk.

Despite clean lines and sharp tailoring, without the logo, these fashionable clothes could easily have come from any other brand.