Affordable, hi-def cans from Sol Republic

MANILA, Philippines - The glut of mobile gadgets such as smartphones, tablets, and media players have spawned a need for quality headphones and earphones  particularly as technology improves the viewing and listening experience. Generally, procuring third-party gear seems the ideal option because bundled products (and not only in this domain) often prove less than stellar.

However, the truth of the matter is that getting a good pair of cans may prove to be an expensive proposition. Enter Sol Republic  (Sol stands for “soundtrack of life”), a brand which styles itself with the twin, previously dichotomous values of quality and affordability. Throw in “fashion-forward style and nearly indestructible design,” and Eleksis Marketing Corp. — exclusive local distributor to the Wilsonville, Oregon-founded marque — hopes that the colorful portfolio of products will find resonance in consumers.

Eleksis marketing manager Ramon Borja volunteers in an exclusive interview with The STAR that Sol Republic is keenly styled for a younger crowd compared to the upscale Bose brand that Eleksis also distributes locally. “(Sol Republic customers) are people who go out clubbing or partying,” he insists.

While there is nothing new about imaging or styling for the youth in this product segment, Borja says, “Many of the competition have products that are colorful, but when you listen to them they don’t have the sound to back it up.”

One of the key differentiators for Sol Republic is the fact that it points to an established heritage. “Sol Republic was formed by veterans of the industry,” continues Borja. “Kevin Lee, one of the founders (the others being consumer electronics experts and music fans Scott Hix and Seth Combs), is the son of Noel Lee, the owner of Monster Cable and Monster Headphones. He has been in the industry for a really long time. Kevin Lee grew up with sound all around him.”

It’s pretty clear the brand is capitalizing on the experiential (and experience-driven) value proposition, as it partners with musicians and DJs such as Calvin Harris, Deadmau5, and Steve Aoki to produce eye-catching and compelling cans to push its name, reputation, and products. The team-up is crucial as a consistent part of the picture of relevance toward discriminating listeners who are also hip and happening. “We believe that DJs are people that our customers interact with a lot. They know them, they can relate to them so we want to be able to be relevant to these customers,” avers Borja.

“Dance music is definitely a priority,” he underscores. “That’s where Sol Republic headphones excel. But you will find that our products suit any kind of music. All music types have the same basic elements you need to deliver. You need clarity, nice bass, and everything; it should be balanced.”

Beyond image, the marque works with top design houses and uses “advanced materials” to create its headphones while deliberately addressing what the firm calls “one of the most common consumer complaints — headphones that break.” This is particularly highlighted in Sol Republic’s Track product lines made with a proprietary advanced new polymer called FlexTech — making the headphones “virtually indestructible.”

The entry-point in-ear Jax (P2,200) features a range of colors and a flat, tangle-free cable for greater ease of use. It comes with four ear-tip sizes for optimum fit and grip. Users can also take calls and control music via a three-button remote. Higher-performance in-ear products Amps (P4,000) and Amps HD (P6,000) boast greater clarity and deeper bass.

Sol Republic’s on-ear line starts at P7,000 with Tracks and P8,000 with Tracks HD, offering customizable headbands and even a choice of sound engines. Master Tracks XC (P15,000) is “studio-tuned” by Scottish DJ Calvin Harris, while the Tracks HD Aoki and Tracks HD Deadmau5 (P9,500 each) are uniquely designed cans with the performance to boot. Other beautifully designed audio products are available — such as the Deck wireless speaker developed with Motorola (P13,000) and highlights segment-exclusive 360-degree sound.

All said, there’s no reason to doubt that Sol Republic will be noticed as a notable alternative to more expensive cans that might offer the same superior performance, or cheaper products with all look and none of the quality sound and build.

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Sol Republic products are available at the Pismo Digital Lifestyle Store in Shangri-La Mall, AstroPlus, AstroVision, and Power Mac Center outlets. Visit www.solrepublic.com for more information.