Postura-Project-Week-1.jpg

MY ROLE

Founder, curator of collaborators, blogger/challenger


INSIGHTS

ONE: BEYOND LIP SERVICE
"Nationalism" and "support local" was more of lip service, and people would live it out by buying one or two novelty items a year, or on special nationalistic occasions or events.

TWO: RISE OF THE YOUNG ENTREPRENEUR
The startup community, not to mention the social enterprise movement, has been gaining traction, with a lot of my friends starting their own businesses and selling very good products -- but have not gotten much attention.

THREE: FASHION BLOGGING PHENOMENA
Fashion blogging has also taken the youth population by storm, but with the accessibility of Forever 21, Zara, Topshop and other foreign brands, these were mostly what you would see young people wearing.


PROBLEM:

How might we make nationalism a fun and cool daily habit for young people?


SOLUTION

A 30-day blogging challenge to wear something Filipino everyday.

I actually started doing the wear-something-Filipino-everyday challenge on my own last November 2011 — for me, it was my own personal commitment to support young Pinoy creative entrepreneurs.

I then brought together my friends Sarah, Knox and David, all of whom I knew were also committed to the same advocacy on different levels.

Through this 30-day project, I wanted to empower young, fashion-loving Filipinos to be individual megaphones for the amazing products that our Filipino fashion entrepreneurs produce.

It’s a fantastic and easy way to concretely do your part in nation building, through your everyday choices.

Everybody can have his/her hands on it, and can do it, and be proud.
It’s wearable pride... it’s FASHIONALISM.

RESULTS

*Video that launched our 30-day challenge; press play

The funny thing about Postura Project was that it was never intended to be a full-blown campaign. It was just a bunch of friends coming together, breathing life into a fun idea.

But through word of mouth, we were able to reach a wider audience, and got user-submitted looks from Filipinos all over the country (and even other parts of the world!).

The Postura Project also got me invited to speak in many different venues/events and to a greater youth audience, and was the very premise for my invite to speak as a Modern-Day Revolutionary in TEDxKatipunanAve.


COLLABORATORS & PARTNERS

  • Sarah Meier-Albano, host & TV personality

  • David Guison, top Philippine fashion blogger

  • Knox Balbastro, blogger

  • Suelas Shoes

  • Oxygen Clothing

  • Sassa Jimenez, fashion designer

  • Punchdrunk Panda

  • Bosquejo

  • Abby Jocson Bags

  • Jacinto & Lirio

  • Fab Manila

  • Antler Accessories

  • Island Souvenirs

  • VESTI Bags

  • ... and other Filipino entrepreneurs

  • Miko Galvez, photographer

  • JC Taruc, photographer

  • Tokwa Penaflorida, for the logo illusration


PRESS/FEATURES