This below-the-radar Thai-American label takes its next big step – to Milan

"Meet your new best friend, Boyy. He'll be better than any male in your life – more stylish, well-built, will coordinate with your plans and will hold all of your belongings for you." So runs the tagline on the website of progressive fashion retailer Browns on London's South Molton Street above a list of covetable streamlined bags and shoes made of the highest-quality Italian leather, with names such as Karl 24, Green Romeo, Multicoloured Bobby and Blue Deon.

Boyy is Italian-sourced, a label previously based in New York, then in Bangkok and soon to be relocated to Milan, that espouses the perfect combination of cool and classic – style beyond fashion. Your new best friend – if you haven't met him or her yet – was set up in 2007 as the brainchild of Jesse Dorsey and Wannasiri Kongman, he an American musician and she a former buyer for Bangkok department store Central. The pair met by chance in New York at an event and instantly shared common creative ground in all matters style and aesthetic.

Strolling the streets, Kongman pointed out what she liked when she saw it and, after months of noting It-bags, the pair decided fashion would make more sense if they created the bags themselves. Boyy was born, and its motifs are funky and quaint. With python, shagreen and croc exotica featuring prominently, the design, functionality and luxury of each product makes it a genre unto itself – and a must-have on Instagram, where the bag has been spotted on Kim Kardashian and the like. "Oh, I'm obsessed. Another @boyyboutique bag I need!" enthuses one of Boyy's legions. "Want now… how to get?" implores another.