Fresh & fearless street glamour

MANILA, Philippines - Forget the sweet and innocent look. Fresh gear, a teen’s fashion brand, is coming out with a bolder and edgier line to bring out every young person’s daring streak in Philippine Fashion Week spring/summer 2010.

A retail brand that designs with the 13-to-18-year-old in mind, Fresh Gear (F’g for short) offers colorfully adventurous fashion pieces that allows teens to express themselves.

Taking a look at their pieces, it is clear how much this brand’s identity is grounded in its target market. “The F’g wearer is an adventurous young person and an independent thinker who has many fantasies, passions, and dreams to pursue, and is not afraid to step out of the box to do so,” says brand manager Jo Anne Jamela.

She adds: “We are veering away from the standard “sweet girl” or “boy-next-door” look and into something more dynamic and expressive—something that will encourage young people to be more fearless with their fashion choices.”

Dubbed “Wild Stories,” Fresh Gear’s newest collection takes its cue from a concept that is taking the international fashion world by storm: nature. Featuring different elements, patterns and details, the collection covers both the classic and romantic aspects of nature, as well as its wilder, more savage beauty.

Jamela explains the reason behind the collection name: “We were inspired by two things: nature and the teenager. Both have something in common: a wilder, more daring streak that sometimes goes unnoticed. We took these elements and incorporated it into teenswear, collectively envisioning an urban street jungle where anything and everything goes; think all-out street glamour with a hard edge.”

Divided into four main categories, F’g’s upcoming collection pays homage to the wide spectrum of nature’s colors as well as geometric representations, abstract prints and ethnic patterns. In addition, Wild Stories will introduce two breakout jean styles to show younger fashionphiles how they can make their bottoms the highlight of their outfits: thrasher jeans (extreme weather-washed jeans and worn-afflicted denim) and ethereal jeans (leather-detailed jeans in special washes).

Beneath all the catchy styles and funky trends, F’g is really all about being who you want to be at that moment. Jamela sums it up well: “At F’g, we believe that every young person should have the opportunity to self-express, and for us, fashion is a great outlet for this.”

Catch the F’g fashion show at Philippine Fashion Week spring/summer 2010 today, Oct. 28 at 6:30 p.m. at the Main Atrium, SM Mall of Asia.