BUM is one of the oldest, most enduring, fashion labels in the Philippines. It used to be called by a much longer name Bum Equipment (itself an international brand). We are happy to hear that the label is still doing well despite the seeming saturation of the clothing market and the influx of cheap imports from China. We heard it from owners Gerwin Cue and Nathan Atienza themselves that BUM has been able to ride the tide by changing their logo and focusing on Philippine provincial cities where most of the market remains untapped. It is, no less, an inspiring business story.
At present, the BUM market is the youth aged 13 to 18 who are drawn to the label’s fashion-forward designs. Their creative people realized that the young are drawn to grunge and goth themes and that is what they set out to do with their look. For instance, Bum’s latest Collar-Ups Collection is inspired by the trendy street wear of places like the Harajuku District in Tokyo.
From the official press release:
Inspired by the fun eccentricity of fashion and the many possibilities one can create, Bum’s Collar-Ups Collection celebrates color and innovation. Now out on racks for the back to school season, it speaks of a whole new fashion statement: wearing collared shirts with a twist.
Photos from the fashion preview held at the Discovery Suites:
Marvin Kiefer and Dino Imperial, the celebrity endorsers of BUM show how to wear the brand’s latest line of apparel.
BUM fashion is available in major department stores and in freestanding stores in major provincial cities.