Straightforward officially opened its Boundless World to the public with the re-opening of their newly upgraded UP Town Center store and the launch of the exciting new DryTech Collection. This event featured exclusive activities and thrilling revelations that engaged attendees and celebrated the brand’s evolution.
Straight Back To Where It All Began
Straightforward’s journey is a testament to growth and resilience. The brand, founded by Jerald Sze, began as a passion project during his college years. Balancing studies while nurturing his entrepreneurial spirit, Jerald launched Straightforward in 2016 with the opening of their first brick-and-mortar store in UP Town Center. Initially, the brand started as a small kiosk that showcased its best-selling basics in every corner.
The UP Town Center kiosk played a crucial role in making Straightforward accessible to a broader audience. Its strategic location and appealing product selection allowed the brand to gain recognition and credibility in the competitive fashion market. Over the years, Straightforward has transformed from a modest kiosk into a full-fledged retail experience, expanding its offerings and enhancing customer engagement.
In 2024, the original kiosk underwent significant upgrades, elevating it into a modern store that provides customers with an enjoyable shopping experience. This newly designed space allows visitors to explore the boundless basics of Straightforward in a more comfortable and inviting environment. The store’s layout emphasizes the brand’s commitment to customer satisfaction, with organized displays and engaging aesthetics that encourage exploration.
Jerald Sze expressed his sentiments about the UP Town Center re-opening, stating, “As I reflect, I realize just how much we’ve grown. We’re now a completely different organization—our dreams have evolved, our processes have changed, and our approach to fashion is more refined. But one thing remains unchanged: our drive to use fashion as a platform to empower Filipinos to live their best lives. We’re back home, in a bigger and more beautiful way. It’s quite a journey, and I’m grateful to have you all with us.”
Be Free and Boundless With Straightforward’s DryTech Collection
In addition to the grand re-opening of the UP Town Center store, the event also marked the launch of the highly anticipated DryTech bag collection. This innovative line of bags features DryTech Fabric, known for its water-repellant, durable, and climate-adaptive qualities—perfect for the ever-changing weather conditions in the Philippines.
The DryTech collection stands out for its variety of colors and styles. From reliable, classic hues to vibrant options featuring pops of blue and orange, these bags cater to diverse preferences. The design is not only practical but also aesthetically appealing, making them suitable for various occasions, whether it’s a day out in the city or a weekend getaway. The combination of functionality and style ensures that these bags meet the needs of modern Filipinos, balancing practicality with personal expression.
Customers can conveniently purchase these bags either online through Straightforward’s official website, as well as on popular platforms like Lazada, Shopee, and TikTok Shop. Additionally, the bags are available in any of Straightforward’s 36 branches nationwide, making it easier for customers to experience the quality and versatility of the DryTech collection firsthand.
The launch of the DryTech collection exemplifies Straightforward’s commitment to innovation and customer satisfaction. By combining functionality with style, the brand continues to empower Filipinos, allowing them to embrace their individuality while staying prepared for any weather conditions. The bags are designed with the active lifestyle of Filipinos in mind, ensuring that they are not only fashionable but also practical for everyday use.
During the event, attendees had the opportunity to engage in exclusive activities, providing a deeper connection with the brand. These experiences allowed guests to learn more about the DryTech collection’s features and the story behind Straightforward’s growth. This interactive approach fostered a sense of community and belonging among customers, reinforcing the brand’s mission to empower individuals through fashion.
As Straightforward continues to grow and innovate, it remains committed to its core values. The re-opening of the UP Town Center store and the launch of the DryTech collection are just the latest steps in a journey that aims to make fashion accessible, functional, and empowering for all Filipinos.
