How Rhett Eala made Pinoys proud
It takes a genius to be able to create a phenomenon out of something really simple. Rhett Eala did it nine years ago when he came out with his poncho, a sheer slip over chiffon that crossed over the chest exposing one shoulder. It made the cover of most of the fashion magazines and was worn by the fashion cognoscenti over tube tops and jeans or dressier shift dresses. In 2006, he did it again. But this time, creating a bigger buzz and even sparking a movement that highlighted a new brand of nationalism, one that was hip and stylish.
By simply putting the Philippine map on a simple piqué shirt, Eala incited a different kind of pride among Pinoys and, at the same time, relaunched a local brand which, since three years ago, was associated with preppy ‘80s fashion. Collezione owner Joey Qua hired the designer to develop a concept for C2, a line primed for the younger set
“The first time I did this for Collezione, I told myself that I’d better make this work or this is it for me,” says Eala who comes from a bridal and couture background and whose experience with RTW ran to cocktail dresses. “It was a challenge doing shirts. There’s a very subtle way to design it. You can’t really do a lot with it. You really have to make some kind of impact.” Which he did. His My Pilipinas for Collezione C2 has been so successful that it’s now the no-brainer choice to give as pasalubong to family and friends abroad — that is if they didn’t already request for it.
It’s so successful that wearing the Philippine map on your chest is now the token ID of Pinoys representing the country in international events. Manny Pacquiao was photographed wearing the My Pilipinas shirt en route to the States for his fight with Hatton; in his last visit to Manila, WWE wrestler Batista, Pinoy on his father’s side, was gifted with a few pieces. (Needless to say, they gave him the biggest size available.)
The My Pilipinas shirt is so successful that it’s even bred imitations, a rare occurrence in a retail economy that thrives on ripping off designs of imported labels. “Doing imitations of local brands is almost unheard of,” Eala muses, aware that some generic department store brands have their own version of the map-emblazoned shirt. “It’s flattering. At least you know you’re doing something right. Imitation, after all, is the best kind of compliment. “
It’s so successful that every Pinoy wanting to manifest patriotism in a way more definable than just buying local gets a shirt for himself or herself. “It transcends class, gender and age.” You don’t have to be young or old to appreciate it. You don’t even have to be part of the fashion or celebrity scene. “It’s actually nice now because I don’t just meet people from fashion like models or artistas,” says Eala. “Now I meet people from politics — there’s a different point of view. It’s just not necessarily fashionistas who appreciate what I do.”
When President Cory Aquino died, in fact, her kids asked Eala to create a special My Pilipinas shirt. The Cory shirt, in yellow and black, still featured an embroidered map on the left side of the chest, but also had the twisted ribbon symbol on one sleeve. All the grandchildren wore it in one night during the wake, and Baby James Yap (sitting on his mother’s lap) was photographed wearing it when Noynoy Aquino announced his intent to run for higher office. (The photo and shirt came out on the front page of The STAR a couple of weeks ago.) After securing the consent of the Aquino family, C2 mass-produced the shirt for public consumption.
It’s been a bit of a hectic ride for C2 and Eala. The huge popularity of the My Pilipinas shirt has prompted the opening of more stores, three of them in Makati within a three-month span. Eala has filled up the newly-opened Glorietta and Greenbelt stores with more pieces promoting Pinoy pride. Aside from new incarnations of the map shirt, he also stamped the words Manila on shirts in an old typewriter font — this one was inspired by Eala’s maternal grandfather, the writer Teodoro Valencia. He also has a Bayani series, rather Pointillism-invocative portraits of Jose Rizal and — coming soon — other Filipino heroes such as Andres Bonifacio and Emilio Aguinaldo.
For the boutique at the Power Plant Mall in Rockwell, which will open in October, Collezione C2 is offering a bespoke service. “You can come up your own design for the My Pilipinas shirt,” reveals Eala. “You can choose your own color. Or if you want your initials on the shirt, you can have them made there.” After all, national pride can also be a very personal thing.
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C2 Collezione is now open at Glorietta 3, TriNoma Greenbelt 5 and Power Plant Mall.
