another publication by IMAGE asia

Ben Gale

Owner, 69SLAM

When did you set up the business? And why?
69 Slam opened its first shop in September this year. Having a Thai wife, Boo, and being a previous resident and regular visitor of Phuket, it was always in the back of my mind to return one day. The 69 Slam brand is famous in Bali with over 10 shops. On a recent trip to Phuket I was surprised they did not have a presence in Phuket despite being in over 27 countries.


What were you doing / where were you living & working before?
In 2011 we spent four months sailing our boat from Cairns, Australia to Bali where we've been living for the last two years. Work-wise we've had a rather diverse experience, including a pearl farm in the far north of Queensland (loss-making), A walk-through bird aviary tourist attraction (profitable), various properties (losing and making money on these). It's certainly been a bouncy ride.


Where are you from?
I'm originally from Cairns Australia. My wife and partner is a local Phuketian.


What’s special / different about 69SLAM?
What are its unique points? Most of the large beachwear companies employ fashion consultants to advise them on what's going to be the next trend and often all go to the same conferences and get the same information. Consequently their products are homogenous and conservative. The 69slam designers go out of their way to ignore what these so-called gurus are saying and design unique, vibrant, sometimes in-your-face and occasionally controversial, but never boring designs.


What's your role in the business?
Boo and I are the big kahunas over a massive staff of 4!


What are the main challenges as they relate to your role?
Creating brand awareness initially, but apart from that the same as any small business: cash flow, staff issues, inventory control and the like.


…and what are the biggest difficulties you have to overcome?
Packing up our life in Beautiful Bali and transporting it over to beautiful Phuket.


What's your main target market?
Boys, girls, men and women under 35 is the core market, but really anyone who wants to wear fun, comfortable beach wear.

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