Fashion/Beauty  •  This Just In

From Sydney to Bangkok

2Magazine sits down with Timmyy of Heidi’s Secret to talk about the brand’s return.

August 21, 2017
Thytatrachaphum “Timmyy” Naratjaroonsub, better known as Timmyy Heidi’s Secret, was a significant part of many women’s lives back in early 2000s—they wore his clothes on big dates, parties, and nights out with the girls. After a hiatus, the brand bounces back once again, more energetic than ever. 2Magazine sits down with Timmyy of Heidi’s Secret to talk about the brand’s return.

The beginning of Heidi’s Secret:
I’ve always loved fashion and art, and that led me to open the first store on Siam Square Soi 3 from 2006 to 2010, before relocating to Ekkamai and staying there until 2015.

The peak period:
From 2009 to 2010, the brand was successful in every way: revenue, expansion, popularity. Style icons of the time, from Pokchat “Jib” Thiamchai to twins “Ploy" and “Petch” Aurthaveekul, were all customers of the brand. Everyone knew me and my brand, and that was beyond my wildest dreams.

The reason behind the gap years:  
The political crisis in 2011 made me think twice about continuing my business. I was already going to close the Siam Square branch, and there were some personal issues to sort out. When money keeps coming in, it’s more tempting to spend. I was carried away by the money I was making, and with wealth came all sorts of people, some of whom might want to take advantage of me. I partied a lot, and while I told myself that all the drinking would not interfere with my work, it did, inevitably.

How did you pull yourself from that rut?
I wanted to start over and travel somewhere so I picked Sydney. There were a lot of factors that stood in the way of my relocation, so I decided to put the plan on hold first. I wanted to do something to make a living: I worked as a barista at Chooseless, a consultant for Fafalu, basically anything that came my way. In the end, I got my visa and went to Sydney just last year.

The second chance of Heidi's Secret by Timmyy:
When I was in Sydney, after spending time with myself and thinking things through, I realized what mistakes I’d made. At first, I wasn’t going to go back to making clothes because I’d failed before and there were already many brands in the market. Eventually, I accepted that it was something I was passionate about: I want to see people wear my clothes again. That’s all there is to it.
If you could turn back time, what would you do?
I wouldn’t change a thing. I don’t regret what I did: they were all my choices. I know I am a black and white sort of person. There’s no point regretting the past because it’s been done. Everything in life is a lesson.

Design from Sydney, Made in Bangkok:
It’s pretty straightforward: I design my clothes in Sydney and have my team in Bangkok produce them. There is no collection, gender, or season. There’s no restrictions. They’re just clothes made for modern people.

A word of advice for the readers:
We need to be ambitious, but in the right way. Nothing good comes easily: only through hard work can one succeed. Grit your teeth through difficult moments and you’ll be rewarded in the end.
Check out Heidi’s Secret by Timmyy at TREASURES, Level 1, THE COMMONS (Thonglor 17)

Line - timmyheideisecret, Line - treasuresofficial


Photography by: Thytatratchaphum Naratjaroonsub