Homegrown label seeks loyal, casual type

MANILA, Philippines - As though in an Alice in Wonderland universe, the writing was on the wall and on the floor: “Born out of a desire to create classic pieces that endure seasons and trends,” “All natural fibers, kinder to our planet.” This was the scene right out of Thread 365’s unorthodox launch at the Terry S.A. (TSA) showroom in Pasong Tamo.

Thread 365 is a proudly homegrown brand developed by the TSA group, which brought in Havaianas and Bensimon to the country, but you would not, at first glance, imagine it to be anything other than a global brand. The logo, label stitching, paper bags, rack display and the merchandise itself speak of a universal appeal reminiscent of those smartly designed North European products.

“We didn’t feel the need to call it out as Filipino,” explains Anna Gonzalez, the woman behind TSA, who was pleasantly surprised when many of the guests asked her about how she acquired the brand. “We just wanted to create a good brand. And this is the outcome of that.”

The brand takes off from philosophies similar to those of Havaianas and Bensimon — quality, comfort, style and versatility. Gonzalez recognized the opportunity for classic clothes that can be worn with trendier fast-fashion pieces, those that would endure season after season. “I had to travel a lot because of the brands we were dealing with, and I realized that I needed something straightforward (to wear). I needed a lot of basics.” While she appreciated the emergence of fast-fashion brands that offered new items almost every month, she felt the need for essentials that can be worn for much longer. The brand was an offshoot of this idea of timeless pieces.

They conceptualized the brand from scratch — from the name, branding, merchandising, everything. While the brand made use of basics — T-shirts and tank tops — perfecting the fit was very important for Gonzalez. Having shirts in 100-percent cotton was also a design and comfort decision as cotton is soft, breathable and much kinder to the environment than synthetic fabrics. Their high-quality fabric dyed according to exact specifications is another aspect she tried to control, with a palette of colors deemed as classics like surplus, charcoal gray, white, heather gray; or seasonal basics like rain cloud, blush, and red. Every shade is developed according to the specific color they wanted, and the entire process took about six months to approve the fit, and three months to approve the color. All in all, the brand took them a year and a half to get off the ground, from start to finish.

Admittedly, Gonzalez claims they could have developed the product in as short as three months, but the product would have been much different. She would rather have a shirt that fits well, with the right color and the right softness, rather than a brand that is merely “cool.” “You can just brand it to death but the product won’t speak for itself,” she adds.

To further cement their positioning as the go-to for wardrobe staples, they collaborated on a photo project with photographer Sara Black, picking 38 key influencers whose photos were exhibited during the launch. Chosen for their distinctive personalities and their contributions to their respective fields — from music, fashion, sports, and even environmental activism — the individuals were asked to take a Thread 365 tee and wear it however they wanted it. Asked about working with Black, Gonzalez spoke highly of the photographer who, she says — and we agree — matches the brand’s DNA. “In a way, Sara Black is the embodiment of the brand — she is who she is. We didn’t want it to come back different from what it was,” she says.

Meant to be worn every day of the year, however you want it, Thread 365 tries its hand at making lasting, high-quality global products. On the door leading to the retail rack, there was a sign that signified the brand’s most unique aspect: “Tees that you wear any way you like and love more every single day.” Well said.