Bhukram

After spending a decade studying and working in Bangkok, Pilan, the founder of Bhukram, returned to her hometown of Phu Phan in Sakon Nakhon, Northeast Thailand. Witnessing the negative impact of urbanization—people leaving rural areas for city jobs and environmental degradation—Pilan recognized the value of traditional lifestyle and nature that many overlooked. Determined to revitalize Phu Phan, she founded the brand Bhukram.

The concept behind Bhukram is simple yet profound. Firstly, Pilan aims to instill self-awareness and self-esteem in the local community. Secondly, she advocates for the appreciation and preservation of nature, emphasizing our connection to the natural world. Lastly, Pilan utilizes garments as a medium to educate locals about their heritage and environment while sharing the beauty of Phu Phan with the world. Each garment is truly unique, as the local embroiderers—women born and raised in Phu Phan—play a role in designing the patterns. To Pilan, these women are not just laborers, but storytellers who embroider their love and hope into each piece, hoping the wearer will understand their message.

During a conversation about bringing Bhukram to Europe, Pilan once said to me, 'The world is one whole unit; if we want to move forward, we must move together.' This statement resonated deeply with me, reflecting the ethos of the Bhukram founder. What's not to love about this small yet powerful community? By supporting Bhukram, you not only receive a beautifully crafted garment but also a story from a distant corner of the world—a story created with love and care, one you can proudly wear and share. That's the story of Bhukram.

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