The Story Behind PHM: How a Scrunchie Sparked a Movement
If you had met Frankkie, the founder of P.H.M STUDIO, even before the brand existed, you'd probably remember her for one thing: her giant scrunchie. Scrunchies have always been a part of her everyday routine, not just a hair tie, but a personal statement. Back then, options were limited, so she would search endlessly online for the perfect one, collecting them in every color she could find.
But even as she wore them with love, something never felt quite right. The colors weren’t her favorite, the materials felt cheap, and the craftsmanship often disappointed. She loved the idea, the softness, the femininity, the way a scrunchie could brighten up a look, but not the quality. That’s when a seed was planted.
“I realized something so simple, a scrunchie, could make me feel more myself. It could elevate my outfit, lift my mood, and give me a quiet confidence. I wanted every girl to feel that too.”
What Makes a PHM Scrunchie Different?
At first glance, our scrunchies might look similar to others on the market. But when you look closer, you’ll see the difference: quality materials, timeless design, and care in every detail. We work with high-quality fabrics and textiles produced by skilled Thai artisans right here in Thailand, including thoughtfully selected recycled materials that align with our commitment to sustainability.
We source our fabrics through Thai textile importers known for their classic, consciously curated selections. Every seam is thoughtfully finished, and every scrunchie is made in collaboration with one of the best mid-sized ethical textile manufacturers in the country.
We don’t cut corners. We don’t mass produce. And we don’t compromise on quality.
Why Thailand?
People often ask, “Why do you produce in Thailand when manufacturing in China is cheaper?”
The answer is simple and deeply personal. Thailand is home.
Frankkie saw firsthand how Thai businesses struggled against mass-market Chinese manufacturing and price wars. Many beautiful, high-quality businesses had to shut down, not because of poor craftsmanship, but because they couldn’t compete on price.
That’s why PHM is proud to invest in Thai manufacturing. We pay fair prices for both materials and labor, and we collaborate only with partners who operate transparently and ethically. Our scrunchies might cost more, sometimes the same as a fast fashion top, but they carry value beyond the product. They support a community. They protect craftsmanship. They keep money circulating in the local economy.
A New Ethical Movement, Starting Small
Thai products are often labeled as “cheap” or “mass-market.” But PHM wants to change that mindset.
We believe in starting small, with something as everyday as a scrunchie, and using it to spark a shift. We’re here to uplift the people working behind the scenes in the textile industry and to elevate how the world sees Thai craftsmanship.
More Than Accessories: A Movement of Worth and Soft Power
P.H.M STUDIO isn’t just a brand — it’s a movement.
At its heart, P.H.M STUDIO is here to remind girls and women everywhere of their inherent worth. We believe that softness is a strength, that self-love is a daily practice, and that fashion can be both beautiful and ethical.
Our mission goes beyond creating accessories. We’re nurturing a conscious, supportive space — the Bloomie Community — where girls uplift each other, share their stories, and grow together.
We promote ethical choices, mindful consumption, and a new standard for what it means to feel confident and connected. With every scrunchie, we’re planting seeds of self-worth, empowerment, and sustainable change.
What You Wear, You Give Back
When you choose a PHM scrunchie, you're choosing more than just a beautiful accessory. You're becoming part of something meaningful. Every purchase supports skilled Thai artisans, ethical textile manufacturing, and small businesses that deserve to thrive. You help keep traditional craftsmanship alive and ensure fair wages for the people behind each piece.
You're not only shining on the outside, you're helping others shine too.
This is our way of giving back, and we invite you to be a part of it.
Join our Bloomie community, where self-love, sisterhood, and conscious living come together. Let your style reflect your values, and let every scrunchie be a reminder that you are worthy, unique, and powerful, just as you are.
Let’s bloom together.