creative

thinkers’ ooo Vol. 16-20 collection

thinker launched a new project named “thinkers’ ooo” since 2020. It is a column to share thinkers’ points of view to their favorite brands, some of which are not even well-known to the public. We love the products of course, but it is the brands that we are attracted to and inspired from.

“ooo” means our perspectives, imagination and self statement. Written by the designers and planners themselves, the articles include why we love the brands, how we use the products and what we learn from the stories behind the brands. Here are the first five articles we’ve published. Enjoy!

thinkers’ ooo Vol. 16-20 collection - Image 1

Vol.16

Simple Elegance in the Wardrobe of the Modern, Sophisticated Woman - Gia Studios

In our busy lives, we constantly seek to express our outer beauty. Despite being physically and mentally exhausted from work, we still bind ourselves to uncomfortable garments, denying ourselves a moment to breathe. Gia Studios challenges this notion with designs that offer comfort without sacrificing elegance, making them perfect for women leading busy lives. Founded by Vietnamese designer Lam Gia Khang, Gia Studios’ designs are deeply influenced by his native culture. The most significant influence comes from Vietnam’s history as a French colony in the 20th century. French cultural elements permeate Vietnamese food, architecture, and thought, and Gia Studios’ designs blend French elegance with Oriental sophistication, creating a unique charm. This is why I fell in love with and chose the Black Mini Croissant Bag designed by Gia Studios.

The Black Mini Croissant Bag is inspired by the French croissant, originally a structured and sharp bag design. Under Lam Gia Khang’s design, it has been transformed with comfortable and soft pleats that maintain a clean and elegant look. This bag is perfect for both formal occasions and casual outings, making it a versatile choice. The collection includes various bag styles to meet different functional needs. Gia Studios is the latest rising star in Vietnam’s fashion scene. If you are tired of mainstream fashion, start with Gia Studios and allow yourself to wear beauty and comfort, making every day better. — Ku / Brand Designer

｜Gia Studios｜

Gia Studios, a high-end Vietnamese designer brand, was founded in 2018 by designer and founder Lam Gia Khang. “Gia” means “The House” in Vietnamese, symbolizing a base where local artisans create and embody contemporary art. This philosophy is evident in many of the brand’s collections. Lam Gia Khang excels in creating sophisticated clothing with simple lines, exquisite fabrics, and unique cuts, injecting simple elegance into everyday life.

Vol.17

Redefining High Fashion and Everyday Wear - maison blanche by Yannik Zamboni

If you’re weary of fast fashion and seek to embrace avant-garde creativity that remains grounded in practicality, maison blanche is a must-see. "Maison blanche’’ means “white house” in French, a name chosen because designer Yannik Zamboni loves the feelings evoked by the color white. White appears in his clothing collections and even permeates every part of his life that can be dyed white. However, Yannik’s most astonishing work lies in his deconstructivist approach to fashion. He frequently challenges modern clothing concepts, breaking down familiar items and transforming them into new, everyday wear. Initially, his creations were highly artistic and difficult for the average person to understand and wear. His transformation began with Amazon’s reality show “Making the Cut,” which is also where I discovered him.

“Making the Cut” revolutionized mainstream reality shows focused on high fashion. Traditionally, viewers could only admire clothes they had no chance of wearing. Amazon, as a commercial giant, not only offered a prize of one million dollars but also bridged the gap between high fashion and everyday wear. Contestants had to design two outfits: one high fashion and one everyday wear. The winning everyday design of each episode would be available for purchase on Amazon, embodying Amazon’s e-commerce spirit and creating a deeper connection between viewers and designers by allowing people to wear what they love. Yannik won the third season, which allowed me to buy his final runway piece on Amazon. This approach not only deepened my appreciation for the competing designers but also made the commercial aspect of fashion feel more accessible and intertwined with daily life.

You might not initially appreciate Yannik’s work, but through the reality show, you’ll witness his evolution, his fresh take on fashion, and his societal critiques. This journey will deconstruct your preconceived notions of clothing, and you’ll gradually come to appreciate his work. — Ku / Brand Designer

｜maison blanche｜

Maison blanche believes in discussing taboo topics through conceptual fashion and creating a platform for interaction. Social and political issues, the defamation and oppression of minority groups (especially the LGBTQIA+ community), gender issues, and feminism are central themes in the brand’s collections. By defining “queer” as an anti-fashion style that expresses different, unconventional, and beyond-expected concepts, maison blanche designs skirts and dresses for men to expand behavioral norms. The brand aims to transcend specific genders and include all like-minded individuals, condemning conventional practices in the fashion industry and thus maintaining a distance from it.

Vol.18

Challenging Consumerism: Supporting Sustainable Brand Practices Beyond Clothing - Patagonia

If you’re someone who loves nature, enjoys hiking, and camping, then you’re probably familiar with the brand Patagonia. As an outdoor sports and fashion brand, Patagonia not only satisfies modern trends but also emphasizes the practicality of outdoor leisurewear, including waterproof and windproof functionality. Upon first acquaintance with Patagonia, you’ll discover that they not only seek reasonable profits in their business operations but also prioritize the concept of protecting the planet. The brand encourages consumers to make thoughtful choices before shopping, avoid overconsumption, and even hosts free clothing repair and second-hand clothing exchange events regularly in their stores. This brand operation is not a short-term marketing tactic but rather stems from founder Yvon’s steadfast belief in “defending our home environment,” becoming the brand’s core guideline, guiding all business decisions.

Last year, Patagonia’s founder Yvon Chouinard announced the donation of approximately $3 billion worth of company ownership, declaring, “the Earth is now our only shareholder.” Chouinard has never considered himself a businessman; originally, he only intended to make climbing tools for himself and his friends, but it turned into one of the world’s most well-known outdoor brands.

As a brand planner, a brand’s story and values have always been important considerations for my shopping choices. The 2-layer 70% recycled wool hat I purchased for winter mountaineering not only was manufactured in Fair Trade Certified™ factories but also embodies the brand’s profound values. Whenever I wear it outdoors, I can’t help but share the excellent ideals of this brand with my friends nearby! Let’s all contribute to the Earth together. — Ellie / Brand Planner

｜Patagonia｜

The American outdoor sports clothing brand Patagonia has been a pioneer in environmental issues since its founding 50 years ago. Founder Yvon Chouinard is an outdoor enthusiast skilled in climbing, surfing, kayaking, and skiing. Patagonia is not only popular among consumers for its quality products and reasonable prices but also renowned for its commitment to sustainable environmental protection. From corporate culture, operational management, marketing strategies to product sales, the brand accurately implements its philosophy, attempting to use the power of the enterprise to promote environmental education and supervision.

Vol.19

Creating Visual Tension in Artisanal Craftsmanship - Tom Wood

Traditional men’s accessories often feature simple designs, such as plain band rings or carved motifs, which can sometimes appear rugged or uninteresting when worn. Personally, I find that because jewelry is small in size, it occupies a low proportion of the overall outfit visually. Therefore, when selecting accessories, I aim to find pieces with more visual tension and uniqueness to serve as focal points in my attire. TOM WOOD’s signet ring collection is a prime example of the brand’s distinctive and representative products. Beyond their seemingly simple contours, these rings are adorned with gemstones, creating a visual effect that blends artificial craftsmanship with natural refinement. I chose the tiger’s eye and mother-of-pearl signet rings, both of which exhibit different hues under varying light conditions, perfectly aligning with my personal aesthetic. — Sean / Art Director

｜Tom Wood｜

Tom Wood is a brand known for its unique style and personality, specializing in creating refined, fashionable, and modern jewelry. Inspired by a love for art, nature, and minimalist beauty, the brand pursues the utmost quality and attention to detail. Each piece reflects founder Mona Jensen’s unique understanding of creativity and craftsmanship, blending traditional techniques with contemporary design. The brand’s distinctive style and design philosophy make each piece feel like a work of art, imbued with profound cultural significance.

Vol.20

Art Solo Exhibition

I’ve long admired the work of the Japanese artist Syo Tatsu, so I’m thrilled to finally have the opportunity to appreciate his art in Taiwan. His solo exhibition “Autumn Equinox” portrays the celebration of the autumn harvest, praising the bountiful season, the sun, moon, stars, and the gifts from nature. Tatsu’s artwork evokes images of ancient cave paintings, exuding spirituality and mystery. His pieces are based on earth, with pigments mixed with sand grains and mineral powders. Irregular lines and powerful strokes are carved onto the canvas, with rustic yet tension-filled brushwork, as if these artworks were born from the land itself, brimming with vitality. In addition to painting on canvas, Tatsu also collects decaying wood and pieces of stones to create art on them.

His paintings draw inspiration from continuous dreams and his close connection to nature in rural life. Daily sunlight, wind, rain, animals, and crops growing from the land make him realize the importance of respecting nature, forming the foundation of his artistic creations. Viewing these artworks at the exhibition filled me with emotions, leading me to decide to collect my first artwork - “Benevolent Rain.” “Benevolent Rain” is my favorite piece from the exhibition, depicting rainwater nourishing crops and the earth. The gentle rain allows all things to grow, reminding us to cherish everything nature gives us. — Ariel / Visual Designer

｜Syo Tatsu｜

Born in 1982 in Wakayama Prefecture, Japan, Syo Tatsu began drawing portraits on the streets of Kyoto at the age of 19, focusing on the emotional connections between people. Eighteen years later, he returned to his hometown of Wakayama with his wife, dedicating himself to life and art there. Living daily alongside nature, he records his rich worldview of the natural world through the changing seasons with his paintbrush.

Back to insights

More we thought

marketing

Warm up for rebranding - Brand Workshop and Brand Training

David Aaker, the father of modern branding, once said: “Employees are the birthplace of brand stories, not only representing a brand’s core but are powerful tools for the brand to shine in the market.” If your employees don’t know or don’t care about your brand’s spirit after rebranding, they may be unable to understand the meaning and importance of their work, and therefore cannot conceive new and eye-catching brand image promotion plans. Before officially publicizing rebranding results, a brand owner may want to launch a brand-new official website, change the Facebook profile picture, offer new product packaging, etc., but “cohesive internal consensus” is an important step before releasing the results. Employees are the best publicity ambassadors for a brand. Only by internally recognizing the achievements of a company’s rebranding can marketing and publicity be more accurate in delivering value to consumers.