Straightforward Unveils DryTech Collection in re-opened UP Town Center Store
Last September 27, Straightforward opens its Boundless World to the public with the re-opening of their newly upgraded UP Town Center Store and the launch of an exciting new collection, their DryTech Collection with fun event exclusive activities and exciting revelations.
Straightforward went straight back to their humble beginnings and straight into the future as they reopened their UP Town Center branch which started out as a small kiosk which has now elevated into a full fledged store. Aside from the reopened store, Straightforward also unveiled their boundless world alongside their exciting new DryTech collection.
Straight Back To Where It All Began
Before becoming a brand with stores and kiosks across the country, Straightforward was Jerald Sze’s passion project while he was in college. While Jerald was studying to earn his bachelor’s degree, he was balancing owning a business and building his legacy. In 2016, Straightforward opened their first brick-and-mortar store in UP Town Center. It started out as a small kiosk with the brand’s best selling basics displayed in every corner of the kiosk. The UP Town Center kiosk was pivotal in making Straightforward more accessible to customers, helping the brand grow holistically into the brand it is today.
This 2024, the original UP Town Center kiosk has elevated into a full fledged store where customers can have a more enjoyable shopping experience as they explore the boundless basics of Straightforward.
Straightforward Founder & CEO Jerald Sze giving his opening remarks as they prepare to re-open the Straightforward UP Town Center Store
When Straightforward founder Jerald Sze was asked about his sentiments about the UPTC Re-opening, he said “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 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” – Jerald Sze
Victoria Sze and Jerald Sze during the Ribbon Cutting Ceremony to officially open Straightforward’s UP Town Center Store
Be Free and Boundless With Straightforward’s Drytech Collection
Aside from the re-opening of the UP Town Center store, another highlight of Straightforward’s event was the launch of the brand’s DryTech bag collection.
Influencer & Model Cley Sayer posing with the SYLVAN SLING in CHESTNUT, one of the new bags of the DryTech Collection.
The DryTech collection is a series of bags that are made using the DryTech Fabric that is water repellant, durable and adaptable to the changing climate in the Philippines. Straightforward upped the experience of owning one of these bags as they come in a variation of colors, you reliable, classic colors with some styles having a pop of fun and having brights hues of colors like blue and orange. These bags can be bought either online through Straightforward’s official website (www.shopstraightforward.com), Lazada, Shopee and Tiktok Shop or through their 36 branches present nationwide.
Social Media Personality & Content Creator John Deseo repping WILLOW in AZUL, part of Straightforward’s DryTech Collection
“Today, we’re turning a new page in what makes Straightforward great. I’m excited to introduce you to our DryTech collection. It’s water repellant, fun, easy to wash, and available in designs that are basic enough for everyday wear but distinct enough to show you care.” – Jerald Sze on The DryTech Collection
Attendees were able to create their own personalized Straightforward Keychain
Most of these styles were displayed and highlighted all over the new store for attendees to try and explore. There were also event – exclusive activities such as a DIY personalized keychain charm section that attendees enjoyed to empower them to personalize and truly own their Straightforward bags as they can hang the charms they made on their new DryTech bags. The theme of personalized keychains will continue to appear even in the next few DryTech releases to come.
The Boundless World Doesn’t End Here
PR, Events & Community Supervisor, Nicole Batungbacal mentioned“ This is just a sneak peek and the Boundless World does not end here. We take pride in being world builders. This is just a planet, what we have in store in the coming months for everyone is a whole universe.”
3D Installation of one of Straightforward’s Best-selling DryTech items, The Sopro Tote
Stay tuned for exciting announcements these next few months. The Straightforward team teases that the UP Town Center Opening is just a glimpse on what’s ahead for the brand and how they plan to give the Straightforward community even more worlds and experiences to explore these ber months.
You can stay tuned to Straightforward’s next events on their social media pages at @shopstraightforward on all social media platforms.
