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The journey of Son Chunsuparerk who builds brands rooted in strategy, adaptability and long-term value with SUITCUBE.
In this feature we spotlight an entrepreneur who does more than build brands. They spot problems, flip them into opportunities and create brands that actually make sense for today’s world.
This story centres on a Thai businessman who sees branding as strategy, not just visual appeal. From rethinking how men shop for suits to introducing more responsible choices in the luxury space, his ventures share one mindset: find the gap, upgrade the experience and create value that lasts.
This is a story that inspires: it evokes a journey of seeing opportunities where others see limits and building something meaningful step by step.
Where an Idea Takes Form
Around a decade ago, the idea for SUITCUBE grew out of personal frustration. While searching for a suit for his own wedding, Son entered a market crowded with exaggerated promotions and unclear pricing. What seemed like a reasonable budget stretched far beyond expectation before he found a suit that truly felt right.
That moment revealed a clear gap. Suits at accessible prices often meant compromised quality, while well-made pieces were positioned at levels many could not justify. He realised he could not be alone in facing this trade-off. There had to be others who wanted a suit that balanced craftsmanship, style and fair pricing.
From that realisation SUITCUBE began to take shape. The concept centred on pairing quality with thoughtful service. In 2015, Son launched online with the idea of Suit in the Box, delivering suits directly to customers across the country. The inspiration came from his time studying in the United States, where e-commerce was expanding rapidly.
The early days required patience. Many customers were hesitant and sceptical of purchasing suits online. Rather than step back, Son adapted. He opened a modest 3-by-3 metre room as his first showroom, giving customers the chance to see and try the suits in person. That small space became the starting point of steady growth, laying the foundation for SUITCUBE’s expansion into multiple branches nationwide.
Built on Customer Insight
SUITCUBE offers three cuts, each available in eight sizes, created to accommodate a wide range of body types. As demand grew for something more personal, Son moved beyond ready-to-wear and introduced made-to-measure services. He went a step further by building his own factory, ensuring consistent standards across every branch. That decision strengthened quality control, improved efficiency and opened the door for sustainable growth.
When Covid changed shopping behaviour, home measurement services were tested but proved costly and difficult to scale. Son responded with SUITCUBE AI. Customers enter six simple details online: weight, height, gender, age, trouser waist and shoe size. The system then calculates body proportions using years of customer data. The result is tech-powered tailoring that keeps the process simple, efficient and accessible, exactly how modern retail should feel.
Business Under Pressure and Adapting at Speed
During the Covid-19 crisis, Son focused not only on sustaining the business but also on safeguarding his team. When the pandemic hit SUITCUBE felt the impact immediately. The brand’s two main customer groups, those buying suits for events and those wearing suits to work, both disappeared almost overnight. Events were cancelled. Offices shifted to work from home.
Rather than pause operations, Son restructured them. The production team shifted to manufacturing cloth face masks for sale, while face shields were produced and donated to hospitals. The decision allowed the company to generate interim income and contribute to the wider community during a critical period. Online channels provided some additional revenue, though it was insufficient to sustain the business on its own.
At the same time, Son reassessed the company’s capabilities. With demand for suits on hold, he considered what the team could produce quickly, as he was determined not to reduce employees’ income or make redundancies during such a difficult period. Staff were invited to submit food recipes, and fried pork emerged as the selected product.
Courtesy of SUITCUBE
SUITCUBE temporarily launched a food brand called Sut Cube, available through delivery applications. The name was a deliberate wordplay. Sut means recipe in Thai and sounds almost identical to “suit”. The shift from suit to sut allowed the brand to move from tailoring garments to crafting recipes, while sustaining cash flow during the crisis.
Building with Broader Impact
Son represents a new generation of adaptive leaders who know when to pivot and when to level up. His ability to reposition SUITCUBE during moments of uncertainty reflects strategic thinking grounded in responsibility towards his team and customers.
Nowadays, beyond SUITCUBE, Son has expanded his entrepreneurial focus into sustainability. He is involved in Ethica World, a jewellery brand centred on lab-grown diamonds that offer a more environmentally responsible alternative to traditional mining, with lower carbon emissions and less ecological impact.
More recently he introduced Off Duty by SUITCUBE, a casual line with youthful and comfortable pieces that extend the brand beyond tailoring into everyday wear. Together these ventures reflect a business mindset that values adaptability, long-term thinking and purposeful growth.
