CPS CHAPS Elevates Fashion with Music Icons Dharmthai Plangsilp and 4EVE at Revamped Siam Center Flagship Store

CPS CHAPS, a vibrant brand under the esteemed Jaspal Group, is making waves in the fashion industry by fusing sartorial elegance with the pulsating beats of music and vivid lifestyle trends. Renowned for its groundbreaking clothing designs and eclectic collaborations, CPS CHAPS has teamed up with top-tier artists from various musical genres to infuse their creations with an unbeatable “rock attitude.” These spectacular partnerships include icons like Dharmthai Plangsilp and the sensational girl group 4EVE, breathing life and personality into the brand’s bold collections.

With its core philosophy of “CREATIVITY. PASSION. SELF.” at the forefront, CPS CHAPS continues to captivate fashion enthusiasts through innovative collaborations. These initiatives don’t just stop at surface-level endorsements; they embody the essence of the artists, making every piece a unique blend of music and fashion culture.

Taking the customer experience to new heights, CPS CHAPS has unveiled a revamped flagship store on the G Floor of Siam Center, now featuring C.P.S. COFFEE. This stylish lifestyle café aims to attract a diverse crowd of fashion aficionados, music lovers, and café enthusiasts, further enhancing the store’s community vibe.

Mr. Apisit Singhsachathet, General Manager of CPS CHAPS at Jaspal Public Company Limited, elaborates on the brand’s impressive lineage and its unwavering focus on young, spirited consumers. “CPS CHAPS is a Thai fashion brand that has resonated with the hearts of our customers for over 44 years. Our identity, defined by ‘CREATIVITY. PASSION. SELF.’, channels vibrant creativity into fashion that meets the needs of modern, confident individuals aspiring to craft their own unique style. To stay ahead of trends, CPS CHAPS rolls out new collections monthly and aligns with various festivities such as Chinese New Year, Valentine’s Day, summer, the Olympics, and Halloween, ensuring that fashionistas remain abreast of the latest styles. Presently, CPS CHAPS proudly operates 45 branches nationwide,” says Mr. Apisit.

Mr. Apisit continues, underscoring that the brand’s DNA is deeply entrenched in a harmonious blend of fashion, music, and lifestyle, driving inspiration for every collection. He highlights that for the latter part of 2024, CPS CHAPS is intensifying its brand identity through strategic alliances with prominent artists across a spectrum of musical genres. “These collaborations go beyond conventional photoshoots. The artists themselves contribute to the designs, integrating their personal stories and characteristics into the collections. For instance, the CPS CHAPS | TIMETHAI collection is influenced by Dharmthai Plangsilp’s distinctive body tattoos. Recently, we launched the CPS CHAPS | 4EVE collection, capturing the individual charm and signature style of each member of the girl group, from their unique expressions to their handwriting and even their beloved pets. This strategy not only solidifies our brand identity but also attracts a fresh audience, including concert-goers and loyal fans of artist-designed merchandise. It’s a comprehensive approach to embedding CPS CHAPS into the everyday lives of our customers,” he articulates.

Reinforcing its fashion roots, CPS CHAPS is also branching into the lifestyle sector through the introduction of C.P.S. COFFEE. “Our brand’s robust DNA plays a pivotal role in our lifestyle expansion,” notes Mr. Apisit. “The recent refurbishment of the CPS CHAPS flagship store at Siam Center enriches the customer experience by incorporating a lifestyle café within the expansive 470-square-metre store. C.P.S. COFFEE offers a chic space where customers can relax, socialize, and savor specialty coffee while shopping, providing a holistic and immersive retail experience. This initiative not only introduces the CPS CHAPS brand to café-goers but also extends the time customers spend in our stores, enhancing the likelihood of additional purchases.”

Elaborating on the café’s integration, Ms. Malika Chawla, Senior Director of C.P.S. COFFEE, Jaspal Public Company Limited, explains, “C.P.S. COFFEE adapts its format based on location to resonate with customer behavior. From the flagship store at Sukhumvit 53 offering a comprehensive coffee experience, to pop-up stores, coffee trucks, and coffee bars in mixed-use projects, our goal is to foster awareness and quickly engage our target audience. The C.P.S. COFFEE inside the CPS CHAPS store at Siam Center is designed as a sleek coffee bar, merging our specialty coffee offerings with the cool, edgy aesthetic of the fashion brand. This setup provides customers with a seamless experience, combining their love for fashion and coffee in one stylish venue. Currently, C.P.S. COFFEE operates 12 branches nationwide, with our latest addition at Jungceylon Shopping Center in Phuket, aligning perfectly with our strategy to expand into key tourist regions across Thailand.”