Make summer an excuse to be hip

Hot stuff

By Maripet L. Poso, Staff Writer

03/31/2009

Jackets for summer? Penshoppe says it’s a do!

Penshoppe’s summer collection, Toast to Summer, is a smorgasbord of fun and wearable items, ranging from swimwear (limited) to shorts, jeans, tops, shirts, tank tops and, yes, jackets.

“Jackets are an all-year-round thing in the Philippines, especially for those who work in call centers,” enthuses Alex Mendoza, Penshoppe brand director. “We notice that Filipinos like to layer. They like to look maporma by adding one more layer. Yes, even during summer, because when they go out, they’re usually in airconditioned malls anyway.”

Although summer for many spells B-E-A-C-H, Penshoppe believes that there’s more to summer wardrobe than itsy-bitsy bikinis and more to summer activities than resort parties.

“Summer (collections) need not be beach wear,” he adds. “Although you can still wear the items on our collection on the beach or during beach parties, we realize that maybe 90 percent of our target market spend their summer closer to home anyway. That’s where they express themselves, like students who are on vacation. It’s only during their malling afternoon that they can dress up — you know, mall get-ups and gimmick nights.”

Since summer is the ultimate escape from the humdrum of school and its boring uniforms for students and a chance to roll up their sleeves and let their hair down for most yuppies, Penshoppe makes sure it helps make summer more fun and exciting.

According to Alex, although they don’t do beach wear that much, they still have a very limited swimsuit collection that comes out every summer only. “We’re not a swimwear brand, but we like to dress people beautifully.”

Tribute to the sun

Sun bleached hair, bronzed skin, sunny smiles and vibrant outfits — Members of Club Pen show us a thing or two about summer lovin’.

The latest Penshoppe campaign is bright and fresh, somewhat over-the-top, but stunning. “We wanted to have a striking image for summer, something that would represent the season,” shares Alex. “The idea is very new, very fresh.”

The campaign visuals — seen on billboards along Edsa or in posters and Penshoppe boutique windows all over the country — are as refreshing as a sight of freshly-sliced watermelon. And Survivor Philippines’ JC Tiuseco might have something to do with it.

With Akihiro Sato back in Brazil for the time being, it is JC’s chance to step into the spotlight. Cute smile, check. Tanned skin, check. Bright disposition, check. He may be new to the industry, but he is definitely appealing.

With JC during the launch of the collection recently at Greenbelt 3 were Club Pen members Matt Evans, Victor Basa and Melissa Ricks.

Nautical with a twist

You might as well be vacationing in Cape Cod when you’re wearing any of Penshoppe’s summer collection. The collection is reminiscent of Nantucket fashion — crisp whites, cool stripes, vibrant colors, hip plaids and laidback attitude. Cool and stylish without trying hard, Penshoppe taps the essence of Pinoy summer fashion.

The collection urges you to take a break from last season’s stark-solid colors and welcome brights and pastels: Blue, yellow, green, lilac and white. Keep your heavy cardigans and emo shirts at the pit of your closet and make way for light crew-neck tees, ultra-cool bermuda shorts, shift dresses and sexy tank tops. Polos and tees — be it your preppy, good-guy type or the nonchalant sort with splashed with graphic art works, make up a huge portion of the men’s collection. For an added dose of character, Penshoppe throws in hooded vests and light jackets for those malling or late-night coffee gimmicks. Blouses in not-overly-cute florals, gingham and plaid prints inspired by the free spirit of the 1970s are meant to make the ladies’ collection a fool-proof summer must-haves. Jeans still hug the legs, perfect with body-skimming tops; and shorts still manage to look decent enough for the malls.

And though limited, Penshoppe’s swimwear — candy-colored stripes and perky plaids — complements the rest of the collection, perfect with tank tops and tube dresses.

Shoes and flip-flops can make or break a summer wardrobe, and Penshoppe knows it. “We don’t make shoes, but we sell shoes that would go with the collection,” adds Alex. “We produce a great line of flip-flops. We also have bags and accessories like necklaces and belts to mix and match with.”

Whether spending summer holed up inside the cool malls, driving up to nearby provinces or lounging by the beach, there’s a reason to push the boat out by looking fabulous. “Summer is fun no matter where we are or what we do, that’s the message that we want to get across to anyone. It’s basically a reason to celebrate. It’s very important for us to be part of that to help them express themselves,” ends Alex.

The Toast to Summer Collection is available at all Penshoppe stores nationwide.

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