Bum’s ‘Ateetude’ for school

MANILA, Philippines - After playing around with neon colors and loud prints, clothing brand Bum takes on a more subdued but equally exciting design approach for its back-to-school collection called “My Ateetude: I Am Not Typical.”

According to Benny Reyes, senior merchandiser and designer of Bum, loyal patrons can expect this new collection to still bear the brand’s signature rebel/emo look. What they should watch out for is neon bright colors as accents to enhance I Am Not Typical’s new focus: digital prints.

“Digital prints are all the rage now,” Benny says. “They come in different forms. And this trend will continue throughout the rest of the year.” Bum is also introducing new pieces with camouflage design for a more rugged feel. “We have camouflage jackets and pants for our girls’ line,” adds Benny.

The brand is continuing its line of colored chino pants, which were a hit in its previous “I Change the Rules” collection. Benny excitedly shares that the brand now has “woven polos with stripes and checks in dark colors,” which is a nod to Bum’s grungy, dark side.

Denim will still be the focal fabric for most of the bottoms, but Bum is also bringing in new fabrics and elements every now and then, like its chambray and Bermuda shorts for guys.

For the girls, Flor Almosera, designer-merchandiser for the line, says that Bum is using a lot of “floral-printed fabrics and patterns,” which the brand has never done before. “We still have those splattered prints, both for the tops and bottoms, that have become part of Bum’s trademark,” she adds. ‘But now, we’re introducing tops with lace accents and neon trimmings. Our colors are still bright, but less intense than neon brights.”

Flor adds that Bum is coming out with a jumpsuit and reversible pants for girls. “Two different colors on two different sides of the pants.”

Bum is available in leading department stores nationwide. For more information, visit www.bumequipment.com.ph or like them on Facebook at www.facebook.com/bumequip.