Demand for patriotic products on the rise

CEBU, Philippines - Islands Souvenirs Inc. (ISI) will embark on an aggressive expansion of its sub-brand the Philippine Islands (P.i.) as the demand for “Wear Your Pride” merchandizes (shirts, and accessories) has increased significantly.

ISI president Jay P. Aldeguer announced that three stand-alone franchises of P.i. will be opened this year as the introduction of the “Wear Your Pride” campaign last year successfully hit not only the Filipino In fact, the campaign has contributed an average of about 30 percent growth to the ISI revenues.

Initially, the P.i. stand alone shops will be opened in Metro Manila, other shops may be opened in Cebu and other parts of the country in the next few months, Aldeguer said.

This ISI sub-brand offers patriotic designs of shirts, caps, jackets, bags, among others.

Introduced as limited edition products for ISI for its Independence Day (June 12) theme-design last year, the company decided to continue with the new brand establishment after it strongly hit the market, especially the young generation (below 30 years old.)

“In the last ten years we were very colonial,” said Aldeguer, emphasizing that the new generation has surprisingly embraced the trend of promoting culture and patriotism into fashion.

Today, he said being patriotic has become a trend, and he believes that this is not only a temporary hit, but it will be sustained.

“Proud to Be Pinoy” campaigns, boosted by the success of Filipinos in the international scene, such as the late Francis Magalona, boxer Manny Pacquiao, the Cory Aquino popularity, Arnel Penida’s success, among others espoused promotion of being “patriotic” especially among the young generation.

At present, P.i. products are available in 90 stores of ISI nationwide, however it only offers limited product lines mostly T-shirts and caps.

“We may develop other products like jacket, and other stuff,” Aldeguer said.

“Through P.i. we hope to inspire a love for country and nationalistic pride in young Filipinos today. We hope to awaken people from apathy through the messages on our shirts, and help them realize their identities as Filipinos,” he said.

The brand that carries the slogan “Wear Your Pride” is aimed at manifesting nationalism in more tangible actions. Such actions could be as radical as participating in rallies, or as simple as registering to vote, or even pursuing excellence in one’s chosen field.

“The core message is to cultivate love for one’s country--Our Country. This is what being a Filipino is truly about. This is the P.i. creed,” he concluded. (FREEMAN)