If the shirt fits..

For some businesses, building an enterprise was effortless — a result of betrothal, or by sheer ambition. Others take the old fashion route via hard work, determination and prayers as in the case of Jenny and Noel Alinea’s I/M Shirts.

In 1988, the husband and wife team started a clothing manufacturing business called Twelve Two, named after the couple’s wedding date. Jenny’s extensive work experience in fashion retail perfectly matched Noel’s manufacturing and production expertise. On their first year, they began supplying men’s wear for a leading clothing brand. Soon after, Twelve Two was doing ladies’ and children’s wear for the same company and it went on for the next 20 years, updating styles according to what they learn from their constant travels abroad.

Their effort did not go unnoticed. As SM is upgrading its department store in celebration of its 50th year, they were also looking for new merchandise that will fit their thrust.

I/M perfectly fit the bill. ‘’Shoemart (SM) Department store asked us early this year to present samples to the men’s wear department as they needed a new line to cater to mature men who still want to look young and fresh. The samples were all approved and we were offered to come up with our own brand,’’ Jenny says.

Thus was born I/M, a line of classic shirts for men, particularly targeting yuppies, young executives, and middle aged men who are tired of the usual men’s shirts and want to express their individuality.

While everyone is flocking to the women’s fashion retail, the Alinea couple saw the big potential in the not-so-crowded men’s wear, an industry with local sales of least P25 billion annually. Surprisingly, men’s wear often outsells its female counterpart, mainly because both men and women shop for men’s clothes.

Yet, with solid competition and a stirring business potential, new players like the Alineas should have products that are strong enough to create its own niche. These days, the market is flooded with various shirt brands, local and imported, with taut rivalries. A leading t-shirt brand in Asia for example has at least 1,800 retail outlets around the globe, while two Filipino brands have at least 20 years of winning business up their sleeves.

The Alinea’s ace up their sleeves – design.

Often the finance guy in Noel would disagree with adding these details, but only because they mean added cost. But the desire to put something new and different out there in the market always prevails.

As regard to being husband and wife working together for team I/M, Noel says: “It’s not easy. In some instances it is hard to depart from our roles as entrepreneurs.”

At present, I/M is at 31 SM department stores nationwide, and counting. That’s any businessman’s dream.