Founders Of The Cult-Favourite Thai Fashion Brand, Rally Movement, On Their Design Approach

When one talks about emerging brands to keep an eye on, it’s hard not to mention Thailand as one of the countries that foster many of today’s rising labels. Moving beyond the title of “local brands”, many have successfully broken through the regional borders. Cue Rally Movement, the independent fashion label that has steadily made noise in the corners of Bangkok, and as of a few weeks ago, made its mark in Singapore.

This Bangkok-based label founded in 2017 by creative duo and couple Cake Apipan Mongkolpanichayakit and Pump Nithit Wongsawat, first began as a small-scale independent brand. Skip forward to eight years later, it has metamorphosed into something bigger than initially anticipated. The brand’s playful, wearable wardrobe essentials – think: leopard-print denim trousers with actual working pockets and effortless tailored jackets with matching shorts – turned them into a hit on social media and earned them a loyal following of celebrities and influencers alike.

But don’t mistake it as just another name on the long list of hype-driven fashion labels. Though the many viral moments the brand has helped propel it into the spotlight, it is their design philosophy that balances both the functionality and playfulness that gained the brand a foothold as one of Bangkok’s buzziest brands of the moment. Take their most viral Rally The Bag for example, a sleek bucket bag made for the city girls, with ample space for the everyday must-haves. Its most recent Mark II edition has been updated with a magnetic closure for added ease, and comes in black or denim – how is that for a city girl’s bag?

On the occasion of the brand’s debut in Singapore through luxury retailer Club21, we talked to the two founders on their approach to design and the modern, young consumers that continue to inspire them.

1. What drove the two of you to work together and start Rally Movement?

It started when we were classmates at the Faculty of Fine and Applied Arts, Chulalongkorn University. As design students, we shared the same creative energy, and Cake invited Pump to explore a project together. We believed that combining a womenswear focus with a male perspective could bring something fresh to the market, especially since Pump has always loved fashion and styling.

Back then, our intention was simple: to make clothes that carried the joy of dressing up, while still being thoughtful about functionality. That balance of playfulness and practicality became the foundation of Rally Movement’s DNA and continues to guide us today.

2. What is it like to work together as a duo?

People often assume that because we’re a couple, we think alike or always share the same tastes,  but it’s actually the opposite. We tend to view things from very different angles. Sometimes Cake looks at the big picture while Pump focuses on the finer details, and other times it’s the reverse.

That contrast is what makes our partnership work. Our differences constantly fill each other’s gaps and help us maintain a strong balance in the brand.

3. If you were to describe the brand in three words, what would they be?

Bold, Fluid, Movement

4. Where does inspiration come from for Rally Movement?

Our inspiration comes from everywhere – the places we travel to, the people we meet, and especially our customers. Their feedback often sparks new ideas, and we love bringing those insights into our designs because functionality is something we truly care about.

5. Being based in Bangkok, does it help inform the way Rally Movement is shaped?

Absolutely. Rally Movement was born in Bangkok, and the city directly informs our approach. The rhythm of the city, the fast pace, and the everyday experiences of people living here naturally influence how we design. Our products often come from trying to solve real needs of city life by combining style, comfort, and functionality for people who are always on the move. 

6. Can you share what the creative approach and process look like for each new collection?

Our creative process can start from many different places. Sometimes it begins with a material we fall in love with – something with a texture or character that inspires us to turn it into a product. Other times, it comes from the mood of a trip we’ve taken, a feeling or atmosphere we want to translate into clothing.

We work both inside-out and outside-in. There’s no single formula – it’s a fluid, intuitive process that allows each collection to evolve naturally.

7. Who is the Rally Movement woman?

She embodies the spirit of a Bond girl: confident, self-assured, and entirely her own person.

Her individuality isn’t just about the way she dresses; it’s rooted in her outlook on the world and how she chooses to live her life. She knows what she likes, she knows what she stands for, and she makes decisions with intention.

This inner strength is the DNA of Rally Movement.

8. The Gen Z consumers have become such an important part of a brand, especially in fashion. What is your take on designing for this younger generation?

We evolve with Gen Z. We’re open to new ideas in both design and content, but every change has to stay true to our core identity. That’s how we stay relevant while remaining authentically ourselves.

9. For first-time Rally Movement buyers, what would you recommend they choose and buy?

Rally The Bag would be our top recommendation. It’s the piece most people discover us through – iconic in its silhouette, instantly recognizable in its pattern, and designed with real functionality in mind. It truly represents the essence of Rally Movement.

10. What is the story behind Rally The Bag? Please share some interesting fun facts!

Rally The Bag began very naturally for us. Since we started as a clothing brand, creating a bag wasn’t originally part of the plan. We simply love bags, and we wanted to design one that truly fit our own lifestyle and character. We didn’t expect it to become a whole new product line.

A fun fact? We never imagined people would collect the same bag in every colour, material, and edition. But that’s exactly what happened — and it still surprises us today.

11. Did the virality of the bag ever surprise you at all?

Absolutely, it surprised us a lot. We never planned for the bag to go viral, and we had no way of knowing it would resonate so strongly, especially since it was our first attempt at designing a bag. We truly didn’t expect it at all.

12. You recently reached another milestone by making your debut in Singapore through Club21. What does this mean for the brand, and what can we expect next?

Our debut in Singapore with Club21 is a meaningful first step in introducing Rally Movement to the international market. We’ve always had Singaporean customers who supported us even before our launch there, but now they finally get to see and experience the products in person.

For the brand, this marks the beginning of a new chapter. Meeting new people and discovering new perspectives in Singapore has already inspired us. We’re excited to explore how different cultures connect with our designs, to learn, and to create new things together. This is just the start — there’s so much more we can’t wait to uncover.