ISI to launch P.i. as stand-alone brand

CEBU, Philippines - After the success of its “Wear Your Pride” campaign, which introduced a new brand of apparel that features modern, patriotic designs, Island Souvenirs Inc. (ISI) may venture into stand-alone chain of stores that will offer this specific brand.

Surprisingly, the introduction of ISI’s Philippine Island (P.i.) brand became a hit not only to the Filipino market, but also to the tourists, which contributed around 30 percent of additional sales for the company.

In a press conference, ISI president Jay P. Aldeguer said because of the strong reception of the market, the company may open stand alone stores that will only offer P.i. merchandizes such as t-shirts, caps, jackets, bags, among others.

Initially introduced as limited edition products for ISI for its Independence Day (June 12) theme-design this year, the company decided to continue with the new brand establishment after it strongly hit the market, especially the young generation or those below 30 years old.

“In the last ten years we were very colonial,” said Aldeguer, emphasizing that the new generation has surprisingly embraced the trend of promoting culture and patriotism into fashion.

Today, he said being patriotic has become a trend, and he believes that this is not only a temporary hit, but it will be sustained.

“Proud to Be Pinoy” campaigns, boosted by the success of Filipinos in the international scene, such as the late Francis Magalona, boxer Manny Paquiao, the Cory Aquino popularity, Arnel Penida’s success, among others espoused promotion of being “patriotic” especially among the young generation.

Because of this, ISI is planning to split the P.i. brand, from Island Souvenirs, and may open several stand alone stores around the country.

At present, P.i. products are available in 90 stores of ISI nationwide, although it also offers limited product lines mostly T-shirts and caps.

“We may develop other products like jacket, and other stuff,” Aldeguer said.

Most probably, the focus of P.i’s expansion will initially be established in Metro Manila, as the market there for these kinds of products is much stronger than in Cebu or other regions.

Also, through the P.i. brand, ISI is strengthening its support to Youth Vote (YVote), to help with the cause of getting as many people to register in time for the coming elections, as its concrete demonstration of the campaign’s social impact.

“Through P.i. we hope to inspire a love for country and nationalistic pride in young Filipinos today. We hope to awaken people from apathy through the messages on our shirts, and help them realize their identities as Filipinos,” he said.

The brand that carries slogan “Wear Your Pride” is aimed at manifesting nationalism in more tangible actions. Such actions could be as radical as participating in rallies, or as simple as registering to vote, or even pursuing excellence in one’s chosen field.

“The core message is t0 cultivate love for one’s country. Our country. This is what being a Filipino is truly about. This is the P.i. creed,” he concluded.— Ehda M. Dagooc