I had the opportunity to be part of the grand event
that show that being a rebel is not just about going against the norm; it is
about standing up for your personal beliefs despite popular opinion. Asserting
what you believe is right, not against what's right. Rebels are aware of who
they are and do not compromise their individuality. Rebels are all about being
honest, being true and being the real you.
This summer of 2014, BUM dares the youth to break
free from the dictates of the runways and fashion magazines and wear what they
please. To defy trends and unleash their real side; and to step out of the
shadows of conventional fashion and unleash their real “style” identity. As
fashion icon Tom Ford once said “Style is very different from fashion. Once you
find something that works, keep it.” Reveal. Known for its unrepressed style
philosophy, BUM turns its attention to where “real” fashion takes place: the
streets.
BUM has always been an eccentric, crazy and a
rebellious brand. It speaks of how the youth today really feels from anxiety to
angst and to their dark sentiments in life,” says Rai of BUM. “This year marks
the beginning of BUM as a street fashion, not street wear but more of a
statement worn by teens in the streets,” he added. The new collection will not
be complete without a few surprising elements.
This time around, BUM goes against its usual “dark”
side and embraces the bright summer days and pastels, with colored chinos,
bright-colored polo shirts, and neon shorts. It’s all about casual cool.
Revolution BUM’s latest campaign “Unleash Your
Realitee” takes inspiration from the concept of Street-style fashion, a style
influence that is not bound or restrained by the trends and rules of mainstream
fashion. It’s all about grunge, rebel chic, and punk. Think oxidized fabrics,
galaxy prints, slim-cut faded jeans, ripped clothing, and ombre, or that
stylish graduation of color in a garment. Influences from the gothic and
greaser subcultures (fitted jeans, leather biker jackets, aviator shades, and
boots) have also found their way into BUM’s summer collection.
The campaign encourages the “I don’t care about the
world” attitude, about wearing what you like, without worrying about
conformity. “Whatever style you have, we encourage you to be proud of it. Don’t
be afraid to show it off,” Rai encouraged. “For us fashion is generic, but
style is more personal.
We believe that everyone should love their own style
and share it to the world. And because there are no rules to follow, anything
goes in street-style fashion.” REBEL, REVEAL and “Unleash Your Realitee”
because Unconventional, indeed, is the new normal.
BUM’s Summer 2014 Collection is now available in
leading department stores.
For more information about Unleash Your RealiTee,
visit www.bumequipment.com.ph or follow us “@officialbumph” on Twitter,
Instagram or Facebook
BUM Equipment would like to thank the following
sponsors; Antonio Manila for the shoes, Christopher Munar for accessories,
Fashion Designer June Pugat for selected collection and, Art3tis Adz and
Printing Services.
ABOUT BUM:
With its humble beginnings in 1992 producing apparel
exclusively for boy’s teens, tapping the market segments B, C & D levels,
BUM EQUIPMENT, INCORPORATED had successfully grown into a full line of apparel
wear. It continuously upgrade new product lines and creates extensive marketing
and advertising methods to determine the customer’s needs, wants, and
expectations. It offers goods with services, programs and activities that would
eventually institutionalize the brand BUM.
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