Brand Story

It all started at her office, when Nutchar “June” Rachataworaphon realized that stylish clothes are hard to come by in her field of work. Beginning with the question of why Office wear has to be boring, KEEPS was born out of a drive to empower modern women in office environment. She believes that wearing the right clothes can encourage women to feel powerful and motivate them to excel in their career. She started to wear some of the design to her office and the brand soon began to have a following. After a while, her sister, Cutchareeya “Joanna” Rachataworaphon, who worked in Marketing and Buyer became involved.

KEEPS was only a side business for the Rachataworaphon sisters until Bluebik Group, a boutique consulting firm took interest in the project. They invested in KEEPS, making the brand only fashion related business under Bluebik Group. With Bluebik’s consulting and shared resources, KEEPS blossomed into a full-time business and together they’ve never looked back. The brand combined feminine details with sharp tailoring, along with breaking away from the traditional black, white and navy office wear with sophisticated neutral color palettes such as nude, deep brown and teal blue. Even though Rachataworaphon sisters didn’t have a direct fashion design background, their passion to empower women in a professional work environment combined with a keen sense of fashion and their family’s tailoring business background are what make KEEPS unique.