Love your Denim

The world's most popular fabric, undoubtedly, is denim. Coined from the French village where it was first made, Serge de Nims, denims defy conventions. Case in point, the late Princess Diana made denim an important staple of her wardrobe. She reportedly wore denims minutes before her much ballyhooed wedding. Thus, denims are everywhere from the street to the bedroom to the boardroom.

Most recently, Penshoppe, now in its 20th year, unveiled jean designs that come from the heart and denim innovations that echo with much needed passion. Adding to Club Pen 2006 top-billed by Nikki Gil, Matteo Guidicelli, Victor Basa, Dawn Balagot and Einar Ingebrigtsen are the on-screen off-screen tandem fresh from their Panday fame, Jericho Rosales and Heart Evangelista. It's a match made in heaven for Penshoppe's latest campaign Denim Love. One that is woven strong, colored by controversy and washed clean by pure romance, the new fashion love affair is one to fall hard for.

A marriage between technology and tradition, Penshoppe Denimlab spawns a new breed of denim that is versatile as it is visionaire. From its special cotton twill weave that spontaneously feels like skin to naked flesh, to its trademark wash techniques that make the classic indigo flow with cutting edge rinses and re-washing process, the clamor for denim has been transformed from mere infatuation to a love affair that defies time. From rough styles to versatile cuts, it clearly wouldn't be hard for hunk Echo to fit into a dangerous Denim Love pair, taking it to the extremes, from the party scene to the surf circuit.

Definitely a gem of Philippine denim, Penshoppe Denimlab also unfolds the rarest collection of details and embellishments to match its vast assortment of styles. From the deconstructed to the diamond-decked, torn and tattered to tailored and tapered, or the vintage five-pocket classic to the revolutionary multi-pocketed cargo, denim is done in ways we can never refuse. This opulence in detailing is one to strike a chord with style-savvy Heart Evangelista. One to match her fashion moods that sway from sweet to sultry through clever accessorizing and smart mix-matching, Heart awakens to the truth that Penshoppe Denimlab becomes de rigueur for the fashion romantic. With Penshoppe Denimlab, desirable denims and irresistible jean attractions become a vow that will never be broken, only proven.