Where you can star in your own solo

“The new middle class is authoritarian and is more nationalistic,” screams the cover of Newsweek’s story on the burgeoning of the new global ruling class. The flames of Pinoy pride have been inherent in us even before our first hero was proclaimed, so when clothing and fashion started to go on the Pinoy trend, everything — from our Philippine map down to the three stars and a sun of our flag — got renewed life in fabric and merchandise. From the “Buy Filipino” campaign of Tita Cory’s yesteryear, we have now moved on to a “by Filipino” generation where there is premium value on things made with that distinctive Pinoy touch.

From this flow of thought, clothes went beyond the facets of “cool” and into the boundaries of making statements that speak of this generation and its pursuit of liberty, self-expression, and individualism. Mainstream retail brands started having sub brands that cater solely to this market. Solo, under the same group that designs and produces Freeway, has become a cult favorite of Pinoy pride aficionados. Its edgy, eclectic and eccentric vintage-looking pieces stand out from the rest.

Standing out is what it’s all about. With this in mind, an online search was made and here on this Supreme space, we unveil the winners. “It’s really exciting because it’s the first online contest of its kind in the country,” said Sheree Gotuaco, the fine, young and dynamic energy behind the brand that has pushed peso prints on T-shirts (how’s that for “bang for your buck“?) and hero graphic tees. This Solo “Discover You” online search even predated that of international brand Bennetton, which just wrapped up its voting period this week.

Creative Collaboration

“The entries online were really interesting because it made artists — from the photographer, stylist, and graphic artist — collaborate with their subject (the model). And when great artistic minds meet, a flurry of creativity is produced. It’s electric!” gushed Sheree as we sifted through pages and pages of model wannabes applying online to be Solo’s endorser. Proximity Philippines, of the famed BBDO creative agency group was their partner in this online experiment. You can view the other entries, that reached to more than a hundred, at www.solo.com.ph.

And the winners are Jiggy Tallada and Jhoanna Flor — Solo’s seductive new faces. Their entries had Simon Agregado and Alexis Fusilero as graphic artists. In their photos, Jiggy and Jhoanna are wearing Solo’s Old Manila tees printed via high-technology sublimation process — taking Pinoy pride to another level. The Old Manila collection is worth adulating. It chose several depictions of the Philippines of the past so that the youth of today can wear their heros and heritage on their sleeves.

The collection, which includes graphic tees and hoodies, features Old Manila themes such as: old Philippine painters (such as  Juan Luna, Damian Domingo, and Jose Luciano Dans), Philippine heroes, Philippine currencies, and others. Each shirt has a historical box printed on the back of the tee explaining each image. So if you can’t bring the kids to the museums, why  not make them wear what’s in a museum? That’s both cutting edge and contemporary, having your shirt and wearing your curator, too.

Online endorser search winners Jiggy and Jhoanna’s Solo campaign is officially launching today in all Solo stores.

You — are you ready for your solo?

I’ll coach you for your solo moment — follow me at twitter.com/iamtimyap.