I attended the launch (finally!) of Primer Group of Companies' latest store concept, General last May 9 at Bonifacio High Street Central.

Late last year, I was able to visit the store to check out their merchandise and fell in love with everything particularly the Lyle & Scott brand. Visiting the store again after a couple of months, I wouldn't say that a lot has changed, but the minute details that were added amped up the charm from which why I fell in love with the store in the first place.

Carrying a well-curated selection of items from Primer's premiere brand lineup, General boasts of fashionable and utilitarian pieces that are perfect for today's stylish, modern man.

General's unique Curatorship Program is meant to provide a better shopping atmosphere for the men wherein it taps distinguished individuals to design and conceptualize the look and feel of the store.

For its first curator, journalist and popular "Sketching Backpacker" Robert Alejandro gave them a hand in establishing the air of the store.
For his design inspiration for General, Robert shares, "I love the concept of the store --it is meant for older men like me. I am hoping the merchandise will also be for a person like me --I like classics instead of trendy stuff. I like "investment dressing" --this means even if its a bit pricey, the piece of clothing would have quality and a timeless style without being so stiff. I am hoping the store design would reflect that,
Being the sketching backpacker that he is, Robert opts for long travels in and out of the country, he is the type who'd want to soak everything in and really immerse himself in his new environment.
By choosing to stay in hostels, he shares that he gets to save more, which he then allots for being able to spend more time seeing the world.
And guess who got the honor of being sketched by the Sketching Backpacker himself?

when I showed this to my driver, he asked "ba't parang ang lungkot sir?" Interesting observation. Hmm...
(Next 4 photos from ARC Public Relations, Inc.)

with my lady co-winner, Ina Arabia-Garcia of One Mega Group
I love this shot! Parang pinagsasabihan lang ako ng tatay ko at ayun, wala lang akong pakialam.
with Mr. Robert "Sketching Backpacker" Alejandro
About General
General is a pioneer concept store that brings forth the quintessential men's lifestyle store to the Philippines. It is located in upscale Metro Manila in Bonifacio Global City, placing itself in the high end-contemporary radar of men's fashion.
General seeks to capture the twin qualities of cleverness and distinction --standards that befit the self-made cosmopolitan man --with an exclusive selection of male-centric brands such as Lyle & Scott, Victorinox, Swims, and Laco. It spares no quarter in completing the male shopper's experience with programs like The Curatorship. Through it, in-store themes and merchandise will change every so often to reflect a certain lifestyle that can serve as relevant style cues for men.
General sees itself maturing as the leading men's lifestyle store beyond its local beginnings. It ventures to claim that title with a solid brand repertoire and sustained respect for the male intellect.
General is owned and operated by The Primer Group of Companies, Asia's next retail giant.


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