We recently had the chance to interview Siriorn, the Creative Director behind PAINKILLER – a Menswears label based in Bangkok which honors uniqueness in their design.
1. What is the startup story behind Painkiller Atelier?
I started the brand 11 years ago as a graduate project while studying Menswear Design in Paris. When I got back to my home country, I decided to make it real.
2. Painkiller Atelier: What are three words that best define it?
Modern, Finery, Artsy
3. What are you working on lately?
I’m working on multiple products related to the brand identity.
I wanted my brand to touch the life of a man, not only his wardrobe.
4. What are some recent achievements you guys would like to share?
With the Covid19 situation, we’ve shifted our retail to online. It’s quite a love&hate situation but we did it! and It’s working!
5. What’s something that’s always running on your mind?
I think of the purpose of life all the time. When I was young I thought that everyone is meant to do something for the world.
When I started my career hoping to speak my inner-self out and inspire people. Now I think of how to help people out of my skills, I did some Design Consulting for smaller businesses and design some products that hires craftsmen from small villages.
6. As a Creative Director, how do you spend your downtime?
It’s strange that I draw while working and also draw & paint when I feel down. It’s like crying… very soothing.
7. What would you guys spend a million dollars on?
I would pay courses for my team to increase their skills and mindsets. Buy the special sewing machines and revamp the studio. Maybe keep some for Marketing campaigns lol.
8. What three pieces of advice would you all give to others when it comes to life and business?
Be passionate, Work hard but also learn to let go.
9. What’s one thing you struggle most when building your own brand?
I struggle most of everything because I was meant to design only but I have to take care of everything from Finance, Management to Marketing.
10. What have been some of your failures, and what have you learned from them?
I failed too many times to recognise any of them… I learned to never give up.
11. What’s a typical day in your life like?
Checked my weekly schedule and made today to-do-list. Have an Iced-Americano and start working. Sometimes when I felt too tense in the afternoon, I brewed Chinese tea in a traditional way to drop my stress level and then go back to work. After-work, I try to do fitness-boxing 3-4 times a week.
12. Do you have any daily routine that you stick to, in order to achieve progress in your brand building journey?
That To-do-list thing. I did the year plan, the month plan, the week plan and the daily to-do-list lol.
13. What’s one of the highlighting moment in your career? Why is it so?
I just had the 10th anniversary of the brand last year and realised how many people loved my designs. I talked to the customers and I felt loved.
14. What stops you from throwing in the towel and giving up during those frustrating days of being in this industry?
My team, during my career, I have created many careers and I would feel so guilty to give up.
15. Biggest risk ever taken?
Start the brand
16. Who has influenced you most and been your greatest inspiration?
I love Miuccia Prada for her contributions to Arts and Designs.
17. What has been your most successful form of marketing?
There’s no shortcut to that, everyone has their own way. I try to be as real as possible. My brand is not myself and vice versa, a part of me contributed to my brand, a part of team and customers too, along the road, we have built this brand together
18. How do you plan to grow your brand/business further?
I try to survive with guts feeling because nothing like this ever happened. Since my brand is called “PAINKILLER Atelier” so I try to think of creating products that ease the pain of everyday life.
19. Excluding yours, what company or business do you admire the most?
Recently I came to know people from the “Fashion Revolution”. What they questioned about the Fashion industry is such an eye-opening and I respect their devotion to making Fashion sustainable and sincere.
20. How do you achieve balance in your life?
Never happened lol… I try to meditate 3 times a week though.
21. Where do you see yourself in 5 years? 10 years?
Helping people on the larger scale.
22. What’s the first thing you guys would say to the world if all attention was on you now?
We were born human to do something great so please embrace yourself and be useful.
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