Threads of Legacy: The Tale of Steve and Ambassador & Smart Fashion

Starting in the 1960s, Steve, the co-founder of Ambassador & Smart Fashion specialized in selling quality fabrics in his own retail store situated in Udon Thani, Thailand. Steve was a hard-working man who serviced and satisfied plentiful clients with his joyful persona.

Steve's Journey Amidst the Army

Steve moved to a base in Nakhon Phanom during the Vietnam and USA war during the late 1960s. The US air forced used Thailand as their naval bases to fight the war against Vietnam. During their time there, the army were in need of clothes and Steve had the opportunity to serve them starting with alterations and continuing with bespoke clothing. This golden opportunity open doors to a new soldier daily queing to get measured by Steve.

Relocation and Expansion

Once the war was over, the soldiers had to return back to the States and Steve was forced to relocate. A new store was finally opened in Sukhumvit 11, the heart of Bangkok after Steve facing multiple downfalls over different locations. The settlement of this new location brought in new experiences. In the late 1980s, Steve’s son, Sam, joined the business and took it forward by traveling overseas and setting up trunk shows. Sam expanded the family business by traveling abroad atleast six times a year to different continents. In 2002, Ambassador & Smart Fashion relocated once again to Sukhumvit 19 where our present store remains.

Continuing the Heritage at AMBFA

In the present day, Steve’s grandchildren have stepped in to take forward the legacy of the family business. Gunita, Ann and Dev focus on bespoke tailoring and allowing clients to be able to design their garment in detail. In this modern-contemporary ambience, AMBFA focuses on a luxurious experience catering to ladies and gents tailored formal attire. Through personalized one-on-one consultations, we prioritize quality over quantity, ensuring bespoke outcomes tailored to each client's desires. Clients actively participate in the design process, guaranteeing the perfect blend of craftsmanship and individual style.