At 22, Panpittra Phutorn is more than a recent university graduate. She’s becoming a changemaker, seeking a way to help young Thais see everyday fashion as a climate issue.
Featured in Unicef Thailand’s #CountMeIn campaign, Panpittra speaks not with the loudest voice, but with lived experience. Her journey from a small rice-farming village in Roi Et province to national advocacy began with a simple insight — our clothing choices impact the climate.
A native of Roi Et, in Thailand’s hot and drought-prone Northeast, Panpittra grew up witnessing firsthand how unpredictable weather threatened her family’s livelihood. Like many in the region, Panpittra’s family relies on a single annual rice harvest, dependent on natural rainfall.
When the rain comes too late or too hard, the consequences are immediate — some years the crops rot; in others, yields are so low they barely break even. For their family of five, survival means constant adaptation. Her mother juggles farming with selling life insurance, while her older sister works in the eastern region to help support them. Everyone has to adjust. Climate change isn’t just about heat or floods — it’s about livelihoods.
Panpittra’s deeper climate awareness came through fashion. As a teen, she loved second-hand clothes for their style and affordability. But in university, she began to understand the environmental cost of the fashion industry.
“Every small choice we make, especially as consumers, adds up,” she says. Now, she’s weaving that message into climate action.
A cultural exchange in Arizona in 2024 deepened that connection. There, she saw people donating clothes to the homeless, an act that inspired her to turn her wardrobe into a tool for awareness. Returning home, she began sharing her second-hand outfits with friends, sparking conversations about overconsumption and sustainability.
Her advocacy soon grew beyond her campus. Selected for the Isan Youth Leaders programme, she began speaking publicly at youth events and environmental forums. Her talks, ranging from “Fast Fashion: W.E.A.R. Solutions” to “From Water Bottles To Eco-Friendly Clothes” encourage audiences to rethink their habits.
One of her most memorable presentations asked, mischievously: “If we stopped wearing clothes, would the world be better?”
It wasn’t really a call for nudity, but a challenge to reflect on excess and waste. Fast fashion, she argues, is more than just an industry problem; it’s a mindset.
“It’s about trends, not needs,” she explains. “Clothes are made quickly, sold cheaply, and thrown away just as fast. The workers are underpaid, and the planet pays the price; synthetic fibres, toxic dyes and massive energy use.”
The fashion industry is responsible for nearly 10% of global carbon emissions — surpassing the combined emissions from all international flights and maritime shipping, according to a 2024 report by the United Nations Conference on Trade and Development. Additionally, industry estimates indicate that less than 1% of discarded clothing is recycled into new garments, with the vast majority ending up in landfills or being incinerated, further contributing to environmental waste and emissions. For Panpittra, the solution is refreshingly simple: buy less, reuse more and upcycle what you already own.
“The clothes we already have are enough,” she insists. “If you need something new, choose second-hand or support sustainable brands — those using recycled materials, leftover fabric or low-impact dyes.”
But she knows individuals can only do so much when systems fail to support sustainable choices. A street vendor may want to reduce plastic waste, but customers expect quick service in disposable containers.
“Our systems don’t help people make eco-friendly decisions,” she says.
If she could redesign the system, she’d make sustainability the norm. “I’d require all brands to produce clothing from recycled materials,” she says with conviction. “We should also give visibility and funding to small, creative businesses. When celebrities or influencers wear sustainable fashion, it changes what people value and companies have to follow.” That belief, that individual actions can spark systemic change, lies at the heart of a movement she’s part of. Launched in September to amplify youth-led climate action, Unicef Thailand’s #CountMeIn campaign echoes Panpittra’s message: that young people deserve a seat at the table and the means to drive change in their communities.
Grounded in Unicef’s report Between Generations, One Planet, the campaign highlights how children and youth, especially in marginalised areas, bear the brunt of climate change yet remain excluded from decision-making. It calls for greater investment in youth leadership and stronger protection for young activists.
“Children need to be part of the conversation,” says Panpittra. “It’s our future that’s at stake.”
While her voice has grown louder, her mission remains personal and grounded. “Clothing feels so ordinary that people don’t see it as a problem,” she says. “But those forgotten clothes, when burned or dumped, release toxins, microplastics and greenhouse gases. Eventually, it all comes back to us in the air we breathe, the water we drink, the food we eat.”
From her small-town roots to national advocacy, Panpittra’s journey shows that climate action doesn’t always begin in boardrooms or at global summits. Sometimes, it starts in the most everyday of places; with a young person, a second-hand dress, and the quiet determination to change the world, one choice at a time.
This is the second of a three-part Count Me In 2025 series that tells stories of local heroes and their moves to solve environmental issues. The series also marks the coming of the 2025 United Nations Climate Change Conference (COP30) which starts on Nov 10 in Belém, Brazil.