The Juice Bloggers
By: Norman Riego
Onwards from its 15th year and further from its 22 stores, Bratpack promises to continue growing with the demographic that nourished it: the youth.
Since 1997, Bratpack has been visualized and actualized to realize the wants and needs of the next generation. Driven by and for the youth, Bratpack has established and reinforced itself as a renowned lifestyle specialty store offering a broad variety of bags, footwear, apparel, and accessories.
Bratpack is widely-regarded as the alternative lifestyle store. As proclaimed by its own website, it caters to the so-called “burn-outs” from high school: people characterized with “scruffy face, dark clothing, artfully tousled hair, and horn-rimmed glasses.” In contemporary cultural jargon, such are envisaged as hipsters.
The challenge Bratpack issues is for the alternative lifestyle to grow and develop; for many more to “join the club.” Along with its growth as a brand, its penultimate objective is the satisfaction of the constantly changing needs, interests, and aspirations of the youth.
By serving as the culmination for the new age – music lovers, designers, internet-users, budding and known artists, street fashion enthusiasts, and most in the wave of the “be seen culture” – Bratpack distinguishes itself from other stores by centering on the youth as trendsetters. With dynamism and vigor maximized, Bratpack grants life to those who desire its utmost.
Bratpack was the prime popularizer for the JanSport line of backpacks. At current, bag brands include Eastpak and The North Face; footwear brands include DC shoes and Sanuk; apparel brands include Quiksilver and Team Manila; and accessories brands include Audio Technica and Skull Candy.
Greenbelt 5 in Makati is the location of Bratpack’s flagship store, but other cities from the metro and from Baguio to Davao are its homes as well. It is owned and operated by Asia’s next retail giant, The Primer Group of Companies.
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