Thai authorities are pushing for the country's traditional loincloth to become an intangible UNESCO cultural heritage asset.

The Thai government has nominated the iconic checkered cloth, known locally as Pha Kao Ma, to be included in the UNESCO Intangible Cultural Heritage of Humanity as it is 'deeply connected with Thai culture'.

Local weavers were pleased with the move, believing it will spark interest in the craft among youngsters.

Ekasit Komolkittipong, a third-generation owner of the loincloth store Impani Pa-kao-ma in Ratchaburi province, Thailand, said that his sales have increased slightly following the government's announcement.

He said loincloth-making, which has been passed down from his grandparents' generation, reflected the way of life and identity of his people.

He added that Pha Kao Ma can be used to create different types of products, including scarves, clothes, hats, bags, dolls, and keychains.

The multi-functional cloth, which varies in colour and pattern depending on where in Thailand it was made, serves a myriad of purposes like clothing, storage, as a baby hammock, or as a ceremonial item.

Ekasit said his shop produces only made-to-order items, adding interested customers may contact him through his Facebook page.