Buys & Bargains tries on the new brand—of clothing, merchandise, and national identity.
 

“Yellow is the new black,” proclaims a shirt from Penshoppe, one of the leading clothing brands in the country. Indeed, since August 21, 2008, when the ‘I Am Ninoy’ campaign was launched, the color of people power and post-EDSA democracy has reemerged—along with the iconic Ninoy glasses—as the new face of heroism in the country.

Who is Ninoy?

For those who are either too young to remember or have (somehow) forgotten, here’s a short refresher on the man behind the name: 

Benigno ‘Ninoy’ S. Aquino, Jr., born on November 27, 1932, was much more than just the late President Cory Aquino’s husband, Kris and Noynoy Aquino’s father, and the face on that 500-peso bill in your wallet. He was an accomplished public servant—a former senator, governor, vice-governor, and mayor, who became a staunch critic and political rival of then-President Ferdinand Marcos. 

Upon returning home from exile in the United States, on August 21, 1983, he was assassinated on the tarmac of the Manila International Airport, now renamed Ninoy Aquino International Airport in his honor. His death was a major catalyst for the EDSA People Power Revolution, which ousted a dictator and catapulted a simple housewife to presidency.

Ninoy is the man former senate president Jovito Salonga referred to as “the greatest president we never had”.

Campaign for heroism

Last year, on the 25th death anniversary of the martyred hero, the Benigno S. Aquino, Jr. Foundation—together with Ninoy’s friends and supporters—launched the ‘I Am Ninoy’ campaign to celebrate his life and legacy.

Among the campaign’s partners are Bench, Team Manila, Penshoppe, Analog Soul, i2i, My Philippines Lifestyle Inc., The T-Shirt Project, Island Souvenirs, Rudy Project, Sarabia Optical, and Tieline, all of which produced Ninoy-inspired merchandise.

On roads and in parking spaces all over the metro, it’s hard to miss car plates featuring Ninoy’s signature glasses and the words ‘iamninoy’.

For those who are more keen on wearing Ninoy, various ‘I Am Ninoy’ shirts have been designed, from those featuring Ninoy’s most well-known statement (“The Filipino is worth dying for”, of course), to his signature, his glasses, and his face.

Team Manila and Penshoppe are two of the participating brands who have recently relaunched their ‘I Am Ninoy’ line, in preparation for the 26th anniversary of the death of Ninoy, and the formal end of the campaign.

At Team Manila, which has stores at Jupiter Street, Makati City; Power Plant Mall; the SM Mall of Asia, and Trinoma, black-and-white shirts inspired by Ninoy are already prominently on display, along with a poster that proclaims its participation in the campaign. (I especially like the one featuring Ninoy’s glasses, with the quote “There’s a hero in all of us.”)

Meanwhile, Penshoppe has turned its world yellow at some of their stores, particularly one at the SM Mall of Asia, featuring an ‘I Am Ninoy’ display as its centerpiece. There are yellow jeans, yellow shirts, and at least three designs—in white, black, and yellow—that were especially made for the campaign. 

Not content to just wear Ninoy without getting to know him? A collection of Ninoy’s 25 defining moments—told through essays written by Ninoy’s family and friends, as well as illustrated by 25 Filipino artists—was launched late last year by Ninoy’s grandson, Jiggy Aquino-Cruz, in hope of encouraging the youth to learn about the values Ninoy stood for. The book, simply entitled Ninoy, costs PhP300 (hardcover), and is available at Comic Odyssey and Druid’s Keep.

What’s more, part of the proceeds from the sale of Ninoy-inspired merchandise goes to various charities and foundations, so that not only are we reliving Ninoy’s heroism, we are also supporting a movement toward social development. RMD Foundation, Children’s Hour, K.I.D.S. Foundation, Hapag-asa, Saint Anthony’s Boys Village Foundation, Inc., Museo Pambata, ABS-CBN Sagip-Kapamilya, Pangarap Foundation, Tulong Dunong, Tuloy Foundation, Inc., and Action Philippines are the beneficiaries of the campaign.

We are what we wear

Keen on doing your part in the ‘I Am Ninoy’ campaign?

Show the world the true color of Philippine heroism by wearing that yellow (or black, or white) Ninoy shirt, which symbolizes our continuing commitment to work for justice, freedom, and the well-being of our countrymen.

And the next time you feel that there seem to be no good men left, or that there is no more hope for the country, think of Ninoy. Surely, he did not die in vain. Surely, he is not alone. Did we not say, years ago: “Ninoy, hindi ka nag-iisa”?

We are what we wear. We are Ninoy. We are heroes.

It’s time we affirm it.

(Dianne May E. Torres currently juggles full-time, part-time, and several other jobs. Her room is filled with her book collection, piles of law school stuff, her dog Julio, and two onion plants, Ona and Ono.)

(I Am Ninoy merchandise photo by Toni Munoz)