GQ Apparel
GQ Apparel is a leading Thai tech apparel brand on a mission to solve consumer pain points through product innovation and deep consumer insight. The brand focuses on sustainable growth by creating long-lasting products that go beyond seasonal trends, leveraging technology and design to enhance everyday life.
The challenge
Launching a new men’s underwear category was a bold move for GQ Apparel, entering a market dominated by established brands. After a few years of focusing on other core categories, GQ sought to reimagine its men’s underwear line. GQ aimed to innovate in line with its mission to become a “tech power brand” rather than a fashion label. It needed a compelling, future-focused concept to breathe new life into its underwear category and boost sales.
The collaboration with WGSN
GQ Apparel partnered with WGSN to access long-term, macro trend forecasting, especially through the STEPIC reports, which examine consumer behaviour two or more years ahead. WGSN’s STEPIC to Market: Nocturnal Living forecast became the foundation for the CoolTech underwear collection, reflecting Thailand’s rising nighttime activity and heat challenges.
Throughout the collaboration, WGSN’s Client Success team provided hands-on guidance to ensure GQ Apparel could interpret and apply insights effectively.
"When we first saw the term ‘Nocturnal Living’ in the WGSN forecast, we didn’t fully understand it. But by owning and defining this term before anyone else in the market, GQ Apparel gave voice to a lifestyle many lived but hadn’t yet named. This unique position made the concept resonate deeply with our consumers."Arthit Chandhalangsu, Chief Design Officer, GQ Apparel Thailand
This insight shaped the entire CoolTech underwear launch, from product design and colours inspired by the night sky to marketing concepts and an innovative nightclub launch event. Activations like temperature challenges, playful product showcases and immersive experiences attracted KOLs and consumers, sparking viral content and community buzz. This led to the popularisation of Nocturnal Living as a lifestyle keyword in the Thailand market, giving GQ Apparel a first-mover advantage and market leadership.
About GQ CoolTech™ innovation
At the core of the collection is GQ CoolTech™, where science meets relief - a fabric designed not just to endure but to embrace the heat. CoolTech™ actively lowers the fabric temperature by up to 2 degrees Celsius through an advanced cooling mechanism embedded within the weave of the material. It offers a proactive response to the widespread issue of heat, cooling the wearer with each wear - the true game-changer for Thailand’s tropical climate and the night-active Nocturnal Living generation.
The results
GQ brought the concept to life through interactive experiences - temperature challenges, product showcases, and creative content zones. The launch attracted strong social participation, generating organic content that amplified awareness and community engagement.
Armed with WGSN’s macro lens and ongoing partnership with client support trend experts, GQ Apparel continues to scale the CoolTech line, deepen community connections and cement its position as Thailand’s leading tech apparel brand.
"Partnering with WGSN allows us to grow sustainably by giving us precise trend forecasts that make every product launch a confident, strategic investment, not a seasonal gamble."Arthit Chandhalangsu, Chief Design Officer, GQ Apparel Thailand
