Thakoon Panichgul with Lily Aldridge

"We are busier. We want clothes that are practical. We want clothes that are well-designed and beautiful and special, but we want them to work for our everyday. We want to be able to afford them, too.”

- Thakoon Panichgul 

Simple, well-designed clothes that transcend seasons. Where modern cool meets easy sophistication, THAKOON is made for those who believe good fashion shouldn’t be so hard. Launched in September 2019 by celebrated Thai-American designer, Thakoon Panichgul, this line of timeless essentials reimagines the everyday wardrobe.

Panichgul started his career as a fashion editor for Harper’s Bazaar, covering runway designers and chasing style news. Wanting to try his hand at designing, he enrolled at Parsons School of Design in New York City. In 2004, Panichgul created his first ready-to-wear collection centered on pieces that were, at once, beautiful and easy to wear. An overnight success, he was championed by both the press and those in the public eye, appeared in countless spreads of major magazines, and became the go-to designer for many celebrities.

Recently, he made a surprising move: he took a two-year break. During that time, he realized that loud and flashy fashion noises were drowning out good, simple, and affordable designs. It led him to relaunch his brand as a direct-to-consumer line of functional, beautiful, and well-designed wardrobe essentials.