Jirithai Shop Owner Apologizes, Ends Social Media Dispute

The dispute between Jirithai, a northern Thai clothing brand, and its co-founder has centered on business ownership rights, product imagery, AI-manipulated images, and child custody—attracting significant online criticism. On August 6, Ms. Supitcha, Jirithai's owner, addressed Saad Online, apologizing to Phrae residents for remarks made in an earlier video and admitting to excessive emotion in her social media replies. She firmly denied her ex-husband's claim that a third party in their marital troubles was her friend, noting they had never attended the same school or university and lacked close friendship ties. Supitcha stated that messages circulated publicly do not prove infidelity and clarified she never met or had an improper relationship with the person in question. She explained that during the breakup decision, she traveled to Bangkok for two months to study fashion design to create distance, as her ex-husband had refused to move out and she could not endure ongoing struggles over business and lifestyle differences—the primary reason she sought to end the relationship.

Regarding her decision to post videos online, Supitcha said she was not attacking anyone but felt wronged after witnessing a café business accused of copying another's model; she believed she faced similar infringement regarding product presentation, image layout, fabric patterns, product naming, and unauthorized use of store photographs. After the divorce, she claimed to have offered her ex-husband stewardship of the shop to provide him income for child support and his own expenses—an well-intentioned offer that soured after she saw his Facebook messages, which she acknowledged she should not have read but appeared on her screen and she opened them, revealing what she perceived as disparaging remarks about her. This prompted her to exercise her legal rights to reclaim the shop and regain child custody, and she accepted responsibility for reading his messages.

Supitcha confirmed that all sales channels—email, phone numbers, and various sales accounts—remain registered under her name, and she has continued tracking customer shipments with documented evidence of parcel and delivery communications, contradicting claims she abandoned customers. She also stated she had previously offered to purchase all stock her ex-husband had produced and sell it under the Jirithai name, an offer he initially accepted.