Bangkok’s Beloved Brand: Rally Movement

For Rally Movement founders Cake and Pump, meeting in university didn’t only form foundations for their relationship. It also was the beginnings for the Bangkok-based fashion label that has since taken social media by storm – Rally Movement, of the viral bucket bag, “Rally the Bag”, which sells out within minutes of each drop. Here, Comoclub speaks to the dapper pair, charting the brand’s journey over the years, and its defining moments that led it to sartorial acclaim.
Rally Movement’s roots come from the founders’ respective design backgrounds: Cake, a student in fashion design, wanted to establish her own label after graduation, and what better business partner than Pump, whose major in ceramics also lent him a creative edge in graphic design and marketing? As for how the couple manage the brand now, eight years on, Pump divulges: “The designs start from Cake. She knows how to create clothes with shape and silhouette that are both trendy and classic. I focus on the small details in each piece, and have a greater input on our menswear line.”

The initial idea, Cake explains, was simple. As fresh graduates at the time, she wanted to make pieces that would be suitable for heading to the workplace, starting with office staples like blazers and slacks in solid colours made for easy pairing. “The looks were professional,” Cake explains, “but since then, my personal style has changed, so the Rally Movement you see now is more experimental, as we push the boundaries of style.”
This is strikingly reflected in Rally Movement’s recent collections, which feature, among others, a denim corset with an eye-catching front-clasp buckle, an asymmetrical woven net midi dress that drapes over one shoulder, and the ‘Spining’ top with patterned cut-outs, made for heavy visual interest as a layering piece. Taken as a whole, the brand’s identity is encapsulated in three words: boldness, fluidity, and movement – made for wearers who exude quiet cool, trend-setting in their individual walks of life.

Conversation about Rally Movement’s collections would be remiss without mentioning their iconic product that led them to renown: Rally the Bag, a bucket bag of elegant proportions and clean structure. The inspiration behind it, shares Cake, was to create a bag that was minimalist yet functional: “I wanted a bag that I could carry with me everywhere, even on travels, but still be chic. So, the bag is very versatile. You can put it on the floor, it’s easy to wash, and it's lightweight.” When it first launched two years ago, the bag took 24 hours to sell out online. Now, the bag is released in timed drops, each one featuring its own unique design. They sell out within minutes, and have even caught the attention of local Thai celebrities eager to score the bag.
Success was not an overnight stroke of luck for the founders of Rally Movement. While the feeling was surreal, Pump says of the bag’s popularity: “The people’s response to [Rally the Bag] was organic, and we were very surprised. But we had been preparing for such a moment since the brand’s beginning.” In this, he explains, both he and Cake were careful to ensure the bag’s design, production and store operations were fully considered before launching to market.
“Back then, we were still a small team, and we didn’t have a huge budget. But we valued the production of the bag highly, including the visuals of the campaign shoot, because we wanted it to represent our brand personality well. We sent out a bag that was 100% finished from us. That made us proud.”

What consistently rallies the duo and forms the basis for many of the brand’s designs, is travel. The couple’s inspirations are especially fuelled when visiting new places together, which is when they are also the most carefree. One of their favourite trips, they reveal, is when they visited New York, back when Rally Movement was in its initial years.
“It was the first place that really inspired us creatively,” Cake reminisces, citing New York’s palpable energy. They were in the city for a Rally Movement campaign shoot during the early years of the brand. As resources were limited, they had their hands full. Pump recalls: “I was the make-up artist on that day. I was the stylist. I was the driver. It was just the two of us handling everything, but it was so fun.”
Their young, playful spirit is further embodied in the brand’s collaborations with homegrown Thai lifestyle brands, like their limited-edition merchandise with coffee joint, UNO Coffee Company. The partnership choice was both personal and physical: “We both love drinking coffee, so partnering with UNO felt natural,” Pump says. “We would see customers lining up at UNO for coffee everyday wearing Rally and it showed that UNO and Rally share the same audience. We thought it would be a good opportunity to do something fun for our customers.”
Today, Rally Movement has made its steady way outside of Thailand, as the brand establishes its first racks in Singapore. The launch consists of some of their best-selling items, including Rally the Bag in Whisper, Denim, and Knit; a selection of jeans, among other handpicked pieces. Shoppers can browse the line-up online at Club21.com, or try them out in-person at Club21 COMO Orchard and Club21 Raffles City.
The founders’ hope, as Rally Movement continues to evolve and expand in alignment with its fluid roots, is that wearers will feel proud to wear the brand, and find it effortlessly wearable. “I want our community to feel confident and comfortable in Rally,” Cake expresses, “and be proud to be a part of our movement.”
Shop the Rally Movement pop-up at Club21 COMO Orchard and Club21 Raffles City, or online on Club21.com. Comoclubbers earn Comocredits for spends at Club21.

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