This is a jeans snob’s haven

Tucked among one of the alleys of Bonifacio High Street is a fashion destination called Theodore’s. It’s not that easy to find, but if you know your way, it’s right between the club Ascend and the restaurant Kabisera.

Opened only in November last year, the store was designed by Melissa LaO’, whose Independent Studio, along with architect JV Nakpil, also designed the store dotdotdot at Greenbelt 5.

Melissa tells me her concept began with a greenhouse or park and evolved into a fashion lifestyle store that feels like a hangout space.

Don’t be surprised if they offer you coffee or water while shopping. They encourage shoppers to take their time going through the merchandise in this vast 300-square-meter space. In it are racks of designer clothes, spacious fitting rooms and a VIP room for special clients.

Primarily a denim bar, Theodore’s is a jeans snob’s haven, offering labels such as Energie, Miss Sixty, Evisu, DVB by Victoria Beckham, Onigashima & PRPS from Japan, William Rast, Rich and Skinny, Stitch’s, Cheap Monday, Goldspun, Taverniti and Kasil.

And that’s only the jeans section. A host of other labels are offered in men’s and women’s clothing and accessories, books by Taschen, Lomography cameras, Kid Robot toys and more.

This season, Theodore’s comes up with a campaign conceptualized by the team of Michael Salientes and Yodel Pe, and shot by photographer Jake Versoza.

“It’s about individual style,” Michael explains. “Based on that, we cast six non-models or real people from their early ’20s to late ’60s, whom I thought exhibited originality and character.”

“I love the fact that Theodore’s gave me total freedom. It took us about six to eight weeks to cast M.Z., a salesperson at Theodore’s; Uncle Jun, a relative of the owners; Rio, a track and field coach; Ermie, a professional character actress; Garovs, a stylist for everywhereweshoot.com; and Astrid, a freelance DJ for M Café.”

The portraits were printed on a magalogue, or magazine catalogue. Only 300 copies were printed and given out to guests at the campaign’s launch.

For one night only, Theodore’s was converted into an art space, with instrumental music by Elemento. Thank God it wasn’t your usual press event with the usual fashion show.

Installations were set up in the fitting rooms and a back room where campaign photos were projected on the walls.

In the middle of it was this huge “Christmas tree” of one-of-a-kind loot bags handed out to guests. Mine contained a selection of Kid Robot toys. We all squealed in delight opening them.

Theodore’s collection includes menswear by Kid Robot, Script, Satori, Monkey Business, Deep Blue, Eternal, Rag & Bone, Surface to Air, Alexander Herchcovitch, Loden Dager, Nom De Guerre, Rogues Gallery.

Women’s wear: Nikka NYC, Clu, Gsus Sindustries, Miss Sixty, Neal Sperling, Opening Ceremony, 291 Venice.

Bags: Lelya, Botkier, Tylie Malibu, Elisa Atheniense.

Accessories: Dogeared, Kenneth Jay Lane, Gara Danielle, Shaoo, Vita, Leathers and Treasures, King Baby, S2A Dimensions, PBD, Toy Watch, Franchi Menotti, Co-Lab.

Shoes: Swear, F by Friis, Superga, Common Projects, Opening Ceremony, Dru, Botkier, Delman.

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Theodore’s is at Bonifacio High Street, Quadrant 4, 5th Avenue, Fort Bonifacio Global City, Taguig. Telephones 856-3571, 856-1635. Open from 2 to 10 p.m. only.