Born and bred in the northeast of Thailand, Jirawat has always been surrounded by cottage industries for silk and woven mats for everyday use. Aware that mass production was putting the villagers out of business, he wanted to share his love of, and help preserve, his northeastern heritage through Chaksarn. He brought together local artisans weaving with sedge and added his own contemporary designs to create stylish fashion products that would appeal to the modern market. Chaksarn also exports to several Asian markets, preserving the centuries-old craft while embracing a contemporary edge. Working with weavers in six northeastern provinces, Chaksarn is able to triple the income for weavers, providing regular orders throughout the year and creating a sustainable enterprise. Passion is what helps him overcome obstacles. Jirawat emphasises fair trade, adopting a win-win strategy for all, sharing benefits and support between the designer and weavers. He is the brand’s own presenter with his uninhibited flair, often photographed against the natural landscape of the region, yet taking the products to a new level that commands attention.