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Explore how Boy shapes urban elegance with BOYY, designing for buyers around the world
In celebration of the BOYY Buckle bag’s 10th anniversary, we meet Wannasiri “Boy” Kongman, the co-founder of BOYY and the visionary behind the brand that has placed Thailand on the global fashion map.
What began as a personal fascination with handbags has evolved into a vision that balances storytelling with strong design. We follow her journey across the globe, exploring how her creativity has shaped BOYY into a brand that connects with audiences around the world.
The Beginning of BOYY
It all happened in 2004 when Boy met Jesse Dorsey, her future husband, in New York City. Boy’s lifelong fascination with handbags became the spark for a shared vision, leading the pair to craft their first design, a bucket tote with a canvas body and zipped leather compartment as its base in Jesse’s apartment, the seed of what would become BOYY. Two years later their debut Spring/Summer 2006 collection introduced the bucket tote, catching the eye of Sarah Andelman from Colette Paris, the concept store in Paris, who placed BOYY’s first order and helped the brand get its first international exposure.
Then in 2009 another prominent chapter for BOYY unfolded with the introduction of the Slash bag. First sketched by Dorsey, the design evolved when Boy added a python-print flap that brought a subtle rock ’n’ roll edge. By 2010, BOYY had opened its first shop-in-shop at Central Chidlom in Bangkok, marking a new stage of growth in Boy’s hometown.
Behind the Buckle Bag Lies a Story of Life and Culture
“The Buckle bag was inspired by the lifestyle of people in Copenhagen during my first visit there. I was fascinated by how everyone cycled around the city, and it made me want to design a bag that would fit into a bicycle basket. It was one of those trips where I had no expectations. We went simply to explore but I ended up falling in love with the city’s relaxed pace of life. That effortless charm became the inspiration behind the design.”
The year 2015 marked a defining moment for Boy and BOYY. After years of building a loyal following, Boy introduced what would become the brand’s most iconic creation, the Buckle bag. With its proportions and sculptural silhouette, the design embodied Boy’s creative philosophy: structured and timeless.
BOYY’s growth soon extended into Europe, beginning with the opening of a concept store in Copenhagen, its first location outside of Thailand. Boy and Dorsey expanded its presence in 2018 and opened the brand’s first European office in Milan, followed by the debut in 2020 of a shop-in-shop at the Rinascente department store in Milan. And in 2022 BOYY unveiled its flagship store on Via Bagutta, located in the centre of Milan’s historic shopping district.
“Every city has its own charm. We let everything happen quite naturally. Wherever we go, we draw inspiration from our surroundings.”
I spend my time between Milan and Bangkok, and each place influences me in a different way. Milan has completely changed my lifestyle. It’s made me step out of my comfort zone. Growing up in Bangkok, I was surrounded by friends and familiarity but in Milan I felt like a child again, having to build new connections and rediscover myself. That experience gave me confidence and a new sense of freedom. Both cities are so different and together they’ve broadened the way I approach design.”
BOYY designs captivate audiences through their cultural storytelling and practical functionality. Today it has a flagship store in Milan and four locations in Bangkok.
A Love of Colour in Thailand
“There is nowhere quite like Thailand when it comes to a love for colour. While most people tend to choose bags in black, grey or olive green, we are not afraid to use bright reds, yellows and greens. That boldness and vibrancy feel both Asian and distinctly Thai, something that is part of who I am and has naturally found its way into my work. In which I sometimes even mix several shades in one design.”
One of the latest projects is BOYY space 05: chili market, launched in March 2025 at Iconsiam. Inspired by the brand’s multicultural DNA, the concept draws on the chilli’s deep significance in both Thai and Italian traditions.
In Thailand the chilli is part of everyday life especially through cuisine, and it’s a reflection of home and cultural identity, while in Italy the peperoncino (chilli pepper) serves as a talisman of strength and protection, warding off misfortune. This unites cultural heritage with personal nostalgia into a conceptual space.
How BOYY Moves with Its Audience: Designing for the City
“BOYY has always been an urban brand, designed to suit the rhythm of city life and reflect how people actually live. Our designs are shaped by that: they’re not meant for a slow, laid-back pace but for people who are always on the move. That’s why our visuals and overall approach need to speak directly to that urban mindset.”
Promotional visuals have been a key element that make BOYY stand out. By understanding its audience and the values they respond to, the brand has been able to communicate its identity and maintain a strong connection with its community. BOYY speaks with its audience through crafted campaigns, storytelling and imagery.
The event, 10 Years of Buckle, where we’re speaking with Boy is a perfect example of her brand’s urban spirit. Held at Central Embassy, it captures the energy of city life through a journey-like exhibition designed for participation and discovery.
As visitors walk through they can follow the story behind the creation of the Buckle bag, while engaging in small interactive moments such as colouring a puzzle piece shaped like the bag. It’s not meant to be a long activity, but a brief engaging experience that reflects the fast pace of the city while allowing visitors to connect with the brand’s history.
“There are many upcoming projects I’m excited to share, as well as opportunities to explore my vision further. As time goes on I’m getting older but the signature elements will continue. Now that I’m a mother the designs and colours I use are more muted and less structured, yet you can still see BOYY’s DNA reflected in every piece.In the coming month a new collection will be launched and early next year we will have a major collaboration with an artist, which is very exciting. We are also exploring new products beyond fashion focusing on lifestyle, which we hope to reveal next year.”
