But now, this simple shirt has been a given an interesting twist. It all started (just like any other bright idea) when a group of friends – model-turned-stylist Ton Lao, celebrity Paolo Paraiso and model Mikee Carrion – decided to put up a business together. It may seem common for friends to set up a business, but only a few can really prevail, offering something different to people.
The idea of setting up shop offering their designed shirts, in this case altering the camisa, was born out of sheer practicality. Stylist Ton Lao, during his trip to Sydney, Australia, not too long ago, was influenced by the laid-back but hip culture there, where one can go clubbing in sleeveless, flops and shorts, where to dress down is better than dressing up. "Being a tropical country, we too should have that kind of culture but there are too much social constraints," Ton said.
He and a whole lot of guys are not into dressing up. There are days when we are too lazy to dress up, randomly getting a shirt, and some nice-fitted jeans and we’re all set. Add to that, it can get "blinding" to the eye when we see people go overboard with their fashion sense. That is why Ton and his friends believe in simplicity while still not compromising creativity.
Ton got the idea of modifying the camisa quite by accident, when he saw piles of plain shirts during one of his trips to everyone’s shopping haven in Divisoria’s 168 Mall. Most people would probably overlook these stacks, but only a few creative minds would be able to see this as an opportunity for something better.
He chose the camisa to be the prototype because of its commonality; it can be comfortably worn during high humidity, plus matching it with their new brand, Amo. It has a very Pinoy feel to it.
Now the challenge is, how to turn this plain shirt into something a guy wouldn’t feel awkward wearing when he goes out. While most men’s shirts have as their primary attractions the prints, the Amo creations are mainly composed of the detailed stitching, and the merging of contrasting colored shirts that give it character.
The gist of Amo is that its style doesn’t only come in expensive clothes or screaming brands; it’s on how you carry the simplest of clothing but still manage to look good. For more info about this new brand, e-mail them at amo_clothing@yahoo.com.