Startup apparel brand makes waves in fashion retail scene

CEBU, Philippines - Even with the entry of global fashion brands in Cebu, a four-man local startup company braved its way to the mainstream commercial market.

Elated Industries, who introduced the pocket tees and elegant graphic tee designs, captured the interest of the Cebuano market since 2014 when they showcased their creations during a high-profile party dubbed “HyperCebu.”

To date, the group’s exclusive design brand now includes graphic tees, pocket-tees, Vee-shirts, custom-made jeans, polo-shirts, polo, and locally sourced leather accessories. It has made its entry to the posh section of the Ayala Center Cebu’s new wing.

Ralph Vincent Lapuz, Don Gerardo Frasco, Carlos Miguel Canga, and Mikey Walls, the men behind the Elated brand are considered as the modern conquerors of the fashion retail business in Cebu.

 More than profit, these Cebuano gentlemen also aim to break the norm in the contemporary fashion retail scene in Cebu, banking on the Cebuano’s world-class skill in design, stitching, sewing, and intrinsic eye for "class."

  In fact, at present the company is contracting at least four Nanays, who are skilled sewers to do specific tees and polo shirts.

 "We have world-class capabilities. We just have to work with them, teach them the details, and specifications," said Lapuz, who is in charge of production.

"We are not competing with the fast-fashion [apparel brands]. We are a design-brand, meaning every piece of design is thought upon, personally crafted, and limited," reasoned Frasco, who is an accountancy graduate at the University of San Carlos (USC), and recently completed his film making studies at the United States.

Aside from Frasco, the three other group members are Physical Therapist graduates. Their connection is nurtured by their single ground in creativity.

These guys started to make their experimental designs in their garage, and made their car's compartments, trunks, and backseat as mini warehouse, as sideline "just to express our creative selves."

"We knew what we want from the very start, and we're passionate about it. One way to find out how deep the water is, is to jump," said Canga.

 Elated Industries is careful in sourcing their fabric raw material requirements, the usual sources are Japan and United States. "We even go downtown in Colon to look for exact fabric we have in mind," said Lapuz.

 Understanding that the fashion trends now is highly unpredictable, Elated brand is riding on the growing market's craving for classy "back-to-basic" fashion ensemble.

Elated pocket tees feature detachable pocket squares that present options to match one's mood for the day.

Looking forward, these young entrepreneurs desire to make the brand global, by slowly putting their products on the shelves of high-end retail chains both here and abroad. — (FREEMAN)