Wout Faes

King Power CSR Campaign Sees Foxes Launch New ‘Thai Song Dum’ Collection

Leicester City today unveils a new range of merchandise from King Power International’s ‘LCFC x Community Power’ initiative; the ‘Thai Song Dum’ collection, showcasing the unique creativity and craftsmanship of the Thai community behind its name.

- Leicester City’s new Thai Song Dum collection launches at LCFC.com/shop and in the Foxes Fanstore
- Production stems from King Power’s latest social responsibility project in its native Thailand
- Jerseys, jackets and accessories adorned with Foxes branding hit shelves in indigo, dark blue and black

Promoting Thai wisdom to the world, the Club’s latest retail launch is borne from King Power International’s ongoing efforts to support traditional production methods in Thai communities. The range includes three traditional textile techniques, hand-stitched on piew material and layered patchwork, resulting in a truly authentic set of products.

‘Thai Song Dum’ incorporates hand-woven natural cotton textile with traditional shuttle loom used by the Thai Song Dum community in Baan Don Manao Sub-District, Song Pi Nong District, to create environmentally-friendly and sustainable sportswear. The collection also reflects historical, philosophical and mindful traits in the Thai Song Dum wisdom, passed through generations for hundreds of years.

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Harvey Barnes
Harvey Barnes

The Academy winger dons new items from the 'Thai Song Dum' collection.

The launch reflects King Power’s determination to uphold traditional Thai crafts, underpinned by a vision and mission to support the potential of the Thai people in view of the wider world. The campaign’s long-term vision is to drive the country of Thailand economically, socially and environmentally by adhering to a set of core project pillars.

Developed in collaboration with designers Multiply by Eight and the Thai Song Dum people over the course of a year, the collection includes seven products - ranging from jerseys to jackets - in a variety of shades and designs. Wearable items are crafted with lightweight and comfortable fabric for an easy-to-breathe, contemporary feel.

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Wilfred Ndidi
Wilfred Ndidi

The midfielder models the new collection.

Speaking prior to the launch, Mrs. Khwanyuen Thongdonjuy, fifth generation of the Thai Song Dum community and head of the Baan Don Manao Textile Weaving Group, explains how ancient textile wisdom passed from older Vietnamese generations who had migrated during the Thon Buri Period, while emphasising the modern community’s pride in today’s unveiling.

“Thai Song Dum people in Suphan Buri Province settled in Baan Don Manao in 1900 and brought with them exceptional textile wisdom. They combined weaving, embroidery and dyeing to create traditional tribal clothing for the community. Today, we are proud to be able to showcase Thai Song Dum’s unique craftsmanship and wisdom in this collection, in which the villagers in Don Manao worked hard and put their passion and care into every item”.

In recent history, King Power has developed merchandise with various Thai communities, including Baan Na Khan in Sakon Nakhon Province (North Eastern Region), the Tung Hua Chang community in Lampoon Province, Teen Jok Textile Group in Mae Chaem District (Northern Region) and the Kiriwong community in Nakhon Si Thammarat Province (Southern Region).

To shop the new ‘Thai Song Dum’ range, click HERE or visit the Foxes Fanstore at King Power Stadium.

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