You were born in Thailand but also lived in Hong Kong and London. Your’e also half English. How has all of that shaped your identity?
I know this is weird—I grew up in Hong Kong and all my friends were international. They were either like me (mixed), Chinese, or Thai. Hong Kong is such a metropolitan place, I mean my dad, who is white, lived there for 40 years and never felt out of place. I’ve always was so proud of being Thai, and I always led with “I’m Thai,” instead of “I’m English.” It wasn’t to fit in, it was just something that I loved. When I came to America, was when I felt, I don’t know – one of my best friends here is half Chinese, half American. She was always so quiet about being half Chinese. So, I think where you grow up and how accepting people are of you gives you that opportunity to explore your culture. I could fully embrace Thai culture and her experience was the opposite.
In Hong Kong you had room to explore, but America is trash. A lot of the work you’re doing with Tank Air is about creating a space where women can be all that they are. How important is community in that conversation?
I think it’s really important. Brands these days have to connect on much more of a personal level with their costumers and followers. It’s so imoprtant. With social media, you’re able to do that. I have costumers dming me all the time, also because Tank Air is so small and it’s just me they have no one else to talk to. So... I speak to my costumers every single day.
In an article you did for Vogue, you say that brands are starting to imbue identity into products. That really struck me. I see a shift in the way brands are relating to the world. They’re not selling insecurity they’re selling their persona and their voice. That’s exactly what you’re doing.
I really hope so. We’re trying. It’s so nice seeing brands be less afraid to voice their beliefs. Before it was all about not-alienating your costumer but it’s really nice now that some brands are speaking up for things that they believe in and not being afraid of alienating people who don’t believe in the same things as them.
How do you balance trying to promote your business in the structure of influencer culture with all these more meaningful goals and values that Tank Air has? Does it come naturally or is it like a balancing act?
Yea that’s been the hardest thing. We’ve found that the only thing that helps us sell clothes is influencer marketing. It’s gotten to the point where influencer marketing isn’t anything to brag about. It’s so over saturated. It can make and break a brand. until now we’ve tried just to gift to people that I would really want in Tank Air.
Well by gifting you’re essentially inviting people into the Tank Air community. What do you look for in someone that you’re gifting to?
Ok so, very early in the beginning I was so desperate so I was gifting to whoever would respond to my DMs. So, there are some people who are in the Tank Air community that maybe aren’t super Tank Air but we still welcome them. Now, we try to gift more to artists, musicians, people that are pursuing something like writing or art. I mean there’s nothing wrong with influencers, it’s a full-time job. No shame. I just try to be careful with who I gift to. There are so many fast fashion brands that just copy, copy, copy.
Has that happened yet?
Oh my god, yes. I had one lady that put photos of ME wearing the silk ruched top on her website to sell a copy of it. I was like? That’s me. So yea, we try to look at who else the influencer is making content for. And if they work with fast fashion brands, I try not to gift to them.