Bringing memories back ‘Tumi’

Back in the late ‘80s, my late mother came back from a trip abroad and gifted me with a black-on-black giant duffel that she was proud to declare was made of super-tough bulletproof, ballistic nylon. Of course, the brand was Tumi and I remember joking about how, if ever I’d find myself in the middle of a shoot out while traveling, I now had something to place in front of my body to save myself. My mom wasn’t so big on sarcasm, so I had to backtrack and tell her I loved my new traveling bag — and its luggage I still have in my closet. That’s how tough and durable it’s been, even when augmented in the ‘90s by a wheeled luggage version, and most recently, by an olive on-flight overnighter.

Distributed in the Philippines by the Primer Group, Tumi recently had a presentation of its 2013 Spring/Summer collection at the Presidential Suite of The Peninsula Manila. It was a unique, well-planned presentation, making full use of the rooms of the suite. All going to showcase why, when it comes to luxury travel, business and lifestyle accessories, Tumi still stands apart in design excellence, superior functionality and technical innovation.

With over 25 patents owned by the company, every Tumi product really has a lot of thought put into it, and its run of collaborations have diversified its product lines. For women, there’s a flowery design partnership with Anna Sui. And for the men, the Tumi-Ducati line is modernity tempered by functionality. The constant search for durable but lightweight material has resulted in the Tegra-Lite line. And check out the Ticon line for even more design innovation.

Named after a Peruvian god that Tumi’s founder was familiar with, the brand has steadily blossomed since its  inception in 1975. In fact, it’s been copied and plagiarized over the years, the highest of compliments. And true to its namesake, am certain that if the gods had to travel or do business, they’d be using Tumi — it still maintains a very unique equity in its product category. Plus, my mom would be happy to know she was right, as usual, and I’m still a fan of the brand!

Crocodile tears and years

On the 80th year of the brand’s existence, I wouldn’t be surprised if the “old crocodile,” French tennis legend Rene Lacoste, would be shedding tears of joy up in retail heaven, pleased with how his brand has supplied generations of tennis players and enthusiasts, and has evolved beyond sports apparel, to be a lifestyle brand that helped carry and establish the preppy look back in the ‘80s. The ubiquitous crocodile has, through the years, become emblematic of a casual, yet fashionable, look; one that can now be referred to as classic and of heritage. And with that, a brand’s perennial issue, is how to keep the brand relevant for a younger demographic — how to maintain its gold-plated pedigree with its established clientele, while also being hip and cool.

For Lacoste (distributed here in the Philippines by SSI), the answer came in creating a sub-brand, Lacoste L!ve and providing the line with its own retail look and space. Besides the specially designed corner within Rustan’s, Lacoste L!ve, now has its own free-standing store at the new Glorietta.

A fashion show/party to celebrate this new retail direction was held at Whitespace in Makati City last month, and it served notice that Lacoste is taking this younger market seriously. The 2013 Spring/Summer collection is awash with colors and fresh ideas. The Ladies Collection has three bright themes: Acid Coral, which means tie dye prints’ rebirth; Wild Flowers, which utilizes vintage floral prints; and La Piscine, where vintage maritime flags and emblems accentuate the apparel. For the Men’s Collection, there’s Sabali, where African motifs and prints preside; Beach Burner, as inspired by Venice Beach, California, and the classic surfer look; and Aloha from Japan, where manga, anime and Hawaiian floral prints all merge and combust!

Similar to how Tumi was a brand my mother first clued me into, Lacoste was also one of her favorites. And the first time I picked up a tennis racquet, and brought for my first lesson, I was wearing one of its classic pique shirts — and don’t even begin to ask what year that was, although I will admit Lacoste was then preparing to celebrate its half-century. Lacoste L!ve allows me to have my three sons feel the brand is responding to them, giving them styles, colors and looks that are contemporary, while imbued with the classic 80-year-old equity Lacoste proudly wears on its sleeves... and shorts, chinos, sweaters...