About Us

PANCHEEWA (pronounced paan chee waaa) is an independent London based label founded by Jamie Chalmers, also known as PANCHEEWA, also known as P69, status still swagging.

Founder reportedly born sometime between the 1960s and early 2000s. Exact records unclear. 

Pancheewa is her Thai name. Jamie was a name given to her by her father, who was apparently a big football fan and named her after his favourite player. That player later switched teams and, not long after, her dad also switched families. This has not been fact checked but feels spiritually accurate.

There was a brief period where she believed she would become a SoundCloud rapper with a face tattoo. That career path was unfortunately delayed, so she started printing T shirts instead.

Everything is made in a small London studio by hand, usually after she has overthought it, hated it, fixed it, ruined it again and then decided it’s perfect. Each piece falls under the studio line which means nothing is mass produced and nothing comes out the same (but you would never be able to tell). The prints crack, the ink shifts, mistakes happen and are immediately rebranded as intentional design decisions.

Her sense of humour, which was once just a coping mechanism, has now been monetised into garments. People keep buying them, which is confusing but also encouraging. At this rate it will either become a globally recognised label or a very elaborate bit.

She grew up around gays so she assumed she was normal. This has since been proven to be a very specific type of normal that translates directly into graphics. The brand sits somewhere between control and chaos, confidence and mild delusion, producing clothes that feel personal, slightly unhinged and statistically unlikely to exist.

Long term plans include continuing to be slightly messy (according to sources, her room is actually very clean, she just hoards objects like they are emotionally significant), expanding between London and Thailand, becoming a Thai rapper with no current musical output, and eventually disappearing to run a bar and raise chickens that she has no qualifications to manage.

This is not a joke. Or maybe it is.

If you get it, you get it. If you don’t, that’s fine. She will be rich either way.