Thai luxury bag brand BOYY (founded 20 years ago) is launching Boyyish, its first apparel collection of t-shirts, accessories, and activewear at mid-range pricing (3,500 THB), targeting younger consumers and online channels (TikTok, Lazada). The move reflects post-COVID market shifts toward casual wear and direct-to-consumer sales. BOYY targets 150M THB revenue from Boyyish (one-third of the parent brand), with the overall business aiming for 500M THB in 2026—already over halfway there through new store openings and category expansion. International expansion includes a Paris pop-up planned for September 2026.