Brand timeline

2004

Co-founders Jesse Dorsey and Wannasiri Kongman met in New York City.

Wannasiri’s obsession for luxury handbags revealed a new outlet for creative expression for Jesse, leading the couple to create their first bag together in Jesse’s apartment showcasing BOYY’s distinctive bags.

2005

As Wannasiri’s U.S. visa approached expiration, she returned to Bangkok to oversee sampling and production for BOYY’s first collection, while Jesse remained in NYC to begin building the brand.

The couple would design collections and build BOYY across long distances and opposite time zones, each travelling between Bangkok and NYC for multiple months at a time for the next five years.

2006

BOYY launched its first collection for the Spring/Summer season, featuring abucket tote with a canvas body and zipped leather compartment as its base.

Jesse met Sarah Andelman, co-founder of Colette—the legendary concept store in Paris—and secured BOYY’s first international order with a multi-brand retail partner.
Popularity for BOYY began to grow exponentially, accelerated by significant press coverage and a growing community of fashion’s elite, celebrities, and influential street style blogs showcasing BOYY’s distinctive bags.

2009

The “Slash” bag was introduced, further propelling BOYY to prominence as the “Anti-It Bag”. Originally sketched on a piece of paper by Jesse, Wannasiri added a python print on the flap for a rock ‘n’ roll edge. Variations of the distressed leather style were paramount to the brand’s international growth for years to come.

2010

BOYY was invited to open its first shop-in-shop in the prestigious Central Chidlom department store in Bangkok, with first month sales exceeding total seasonal wholesale performance.

Jesse moved from NYC to Bangkok as business grew at an exponential rate. The success of the “Slash” bag and introduction of new product categories initiated a rapid retail expansion, including the opening of BOYY boutiques and shop-in-shops in Thailand’s most prominent shopping destinations.

2012

BOYY became the first international brand to open a standalone flagship store in Thailand on Thonglor street. The multi-level space featured a boutique on the second floor and a restaurant on the first floor, inspired by Jesse and Wannasiri’s passion for food and interiors, featuring a menu serving their favorite international cuisine which was not readily available in Thailand. The location became a popular landmark among locals and tourists until it was forced to close in 2014 when the landowner sold the land.

2014

BOYY opened a boutique in the newly opened Central Embassy, Bangkok.

2015

BOYY launches the Buckle Bag, an instant classic immediately recognisable 2015 for its play on proportions.

BOYY expanded operations into Europe, opening a boutique and showroom in Copenhagen—its first location outside of Thailand.

2017

Gaysorn flagship store opened, featuring BOYY & Son Café, inspired by the charms of American diners and old Italian cafés which Jesse & Wannasiri loved.

2018

Jesse and Wannasiri moved to Milan where they opened BOYY’s first European 2018 headquarters.

2020

BOYY opened a shop-in-shop in Milan at the esteemed Rinascente department store.

2022

BOYY opened its flagship store on Via Bagutta in the heart of Milan’s historic shopping district. The project was conceived as a three-phase installation unfolding over the course of 17 months. Visitors experienced the space as it underwent its metamorphosis in real time, settling into its permanent state in April 2023. The flagship marked BOYY’s first collaboration with acclaimed Danish artist, FOS, and London-based design studio OK-RM, initiating a creative trifecta that continues to shape BOYY’s visual and experiential identity.

2023

BOYY opened in Siam Paragon, Bangkok’s luxury hub. The store marks the debut of FOS’ vision in Bangkok and expands on the ideas first established with Via Bagutta in Milan. The space incorporates design gestures and repurposed elements from the Italian flagship while establishing a uniquely distinct experience for its local visitors, nurturing a personal connection between the individual, the space, and the products.

2024

BOYY re-opened within Bangkok’s Central Embassy, considered to be 2024 the most prestigious shopping destination in Thailand. Representing the second iteration of the creative partnership between BOYY and FOS in Thailand, it is also their most ambitious project to date. Envisioned as “a city (the shop) within a city (the shopping mall) within a city (Bangkok)” spanning 260 square meters, their progressive approach once again challenges the conventional landscape and ideologies of luxury retail by constructing an experience that’s both