Inspired in part by the retro/vintage trend that began in the US and in part by the want for something new, Carlo Dobles and Andrew Marcelo decided to switch gears from "selling funny" to "selling good, old-fashioned fun," literally. T-shirt designs range from logos of what once was the only jeepney manufacturer in the Philippines to oh-so-sweet candies to pictures of entertainment icons of decades past, as a means to satisfy the growing number of retro addicts without having to import "vintage" shirts from other countries. "Why buy something that you aren’t even sure is vintage?" ask the duo. By tapping into the local resources, Branded ensures consumers wear authentic and purely Pinoy traditions.
Which Filipino wouldn’t want to walk around with the White Rabbit emblem emblazoned on his chest? Or proudly display images of Juan Dela Cruz or Tito, Vic, and Joey on their shirts? The designs aren’t just for the young at heart or the reminiscing parents. Teenagers and twenty-somethings who didn’t have the pleasure of experiencing the ‘70s firsthand find themselves fascinated not only with the aesthetics, but with the history of each image. Even now-defunct or long forgotten greats are given some spotlight, like Gabriel "Flash" Elorde and Sarao Jeepneys, Rico J. and Hagibis.
This mini-revival of sorts came in handy when the team behind Branded began negotiations with different companies to iron out the copyrighting and legal issues. Don’t be fooled by their start with Spoofs Limited, Marcelo and Dobles are very much against piracy. Although that means that it takes longer for a design to be approved, the partners don’t mind, since it means that each shirt meets a quality standard. "Sometimes [meetings with companies] turn into brainstorming sessions, with the owners giving us ideas for designs," says Carlo. And the results are interesting, to say the least. Take for example the Trust Condom shirt, which comes with a tiny pocket below the neckline specially suited for holding your rubbers (don’t forget to get one free with each shirt!).
It’s obvious that Dobles and Marcelo, as well as James Caparas, their licensing coordinator, love their jobs. Having a conversation with them is practically suicide by laughter. From sarcasm to just plain silliness, these jokers prey on the gullible and those prone to the giggles. Whether they are making fun of each other or of themselves, one gets the feeling that every day is a good day when they get together. Their sense of humor, if not yet apparent in their shirts, is clear in their advice to young entrepreneurs. According to Marcelo, "Have fun and make money while doing it," while Dobles sprouts, "Love what you do because when you love what you do it isn’t work."
Despite, or most probably because of their outlook, Spoofs Limited has grown exponentially larger than its owners expected it, too, and Branded, it seems, is headed in the same direction. However, one difference is that while they were banking heavily on luck with Spoofs Limited, Marcelo and Dobles now find themselves faced with problems that they didn’t have to worry about before. "Our financial goals now are pretty much opposite to what they were before," they say. However, they are ready to face these head on with plans of putting up a website that offers retail online, new stores and kiosks in major malls nationwide, and a formal launch in October featuring a fashion show and concert. They also plan on expanding the products from men’s and women’s shirts to include mugs, caps, and key chains.
So, whether you are missing the good ol’ days of groove and free love or you just want to impress your friends with authentic Filipino retro culture, check out the Branded kiosk in SM Megamall or SM Pampanga, or their flagship store in Alabang Town Center. And keep your eyes peeled and your ears pricked for Branded in Fort Bonifacio’s Market! Market! and SM Baguio, which are scheduled to open soon. I’ve already gotten my Lapid’s Freshly Popped shirt!
