Tough love
MANILA, Philippines - Tough Jeans is the most popular denim brands in Hong Kong, Singapore and Malaysia. So what makes the brand, now available in the Philippines, uber-special?
“There are no two jeans alike,” says Joy Austria, brand manager of Tough Jeans in the Philippines. “It’s as if every pair that we have in our stores is made-to-measure. You’re assured that if you have a pair of Tough Jeans, you won’t be seeing other people wearing the same pair. Exclusivity is the new byword in purchasing denims.”
It’s the details that make the jeans different from each other. Tough Jeans is known for its innovative and cutting-edge designs such as leather strappings, metal chains, embroidered pockets and graphic statements. Silhouettes come in different forms: slim, skinny, boot-cut, wide-leg and loose cut. They are on to beat with fashion trends and quite surprisingly, can be worn for years without losing their contemporary touch.
Joy says that the ideal customer of Tough Jeans is the urban male — 25 years old and above, successful in what he does, confident, knows how to party and have fun, fearless with adventures and experiments with life. Though he has a sharp fashion sense, he doesn’t feel the need to flaunt it. Instead, he makes the world stop and take notice.
She admits that Tough Jeans may not for everybody. Its price points are higher compared to the next brand. But it’s the uniqueness of the design statement, the toughness of the material (it’s meant for the urban jungle) and its exclusivity that make Tough Jeans special.
This September Tough Jeans will make its free-standing stores in TriNoma and Shangri-La Mall become the ultimate denim destinations. For one, the retail experience infuses a utilitarian philosophy with a tinge of mystery — a combination that typifies the contemporary urban outlook. Both stores also feature a denim expert who, with one look, can determine the size, fit, and the wash of denim and other accessories that will suit you. In short, a no-fuss fashion advice in a jiffy.
