Phuket Turns Ocean Waste into Stylish Souvenirs with “Live Like a Local”

Phuket is taking further steps toward a circular economy by promoting “Live Like a Local,” a homegrown initiative that converts marine waste into high-quality fashion and souvenir items.

The project was highlighted during an April administrative meeting at Phuket City Hall, where officials emphasized its contribution to sustainable tourism. Deputy Governor Teerapong Chuaychu commended the initiative, noting how it transforms so-called “ghost nets”—abandoned fishing gear that endangers marine life—into functional and visually appealing products.

The brand’s collection features bags and souvenirs that merge modern aesthetics with traditional craftsmanship. Local weaving techniques are combined with contemporary design elements and Phuket’s distinctive batik fabrics, creating items that reflect the island’s cultural identity.

Environmental results are already visible: over 2,000 kilograms of marine debris have been collected and repurposed through the initiative. At the same time, the project supports local livelihoods by generating income for community members involved in production.

Officials say the initiative aligns with Phuket’s broader ESG (Environmental, Social, and Governance) strategy, promoting grassroots innovation and responsible tourism. It also highlights Thailand’s growing “soft power,” showcasing eco-conscious, handmade products that appeal to global audiences while preserving local traditions.

Visitors and residents interested in supporting the project can learn more via the brand’s social media presence and explore its products at various tourism events held across Phuket.