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November 11, 2010



As you read this, there is a revolution taking place…. The deeply-embedded rules of convention are soon to be uprooted because of this movement. Resistance is not a call up to arms in a militant fashion. It is a manifestation of strength to hold on to one’s identity without compromising the tremendous potential of positive change.

On November 11, 2010, The Primer Group of Companies and trend-defying backpack maker Eastpak, kicked off the first leg of its Resistance Party in support of the movement to rid the world of dated convention and negativity by presenting five movers and shakers who are built to resist convention and serve as catalysts for an unconventionally lucrative lifestyle. The five Resistance Leaders embody qualities Eastpak backpacks became known for – hip, edgy designs that are built to resist harsh elements and daily use. Over the years, the brand has included multifunctional laptop sleeves and accessories into its product line. The new product line is built to resist complexity, limits, discomfort, inadequacy, and the ordinary – evolving along with the increasing needs of the new generation. They – Ornusa Cadness, Jowee Alviar, Jukka Holopainen, Katrina Lugartos, and Ronald Pasion – are the definitive icons of defiance.

Held at B-Side, the Collective, Makati City, invited guests, VIPs and Celebrities wore armbands in support of the movement against modern-day stereotypes while jamming the night away to the sweet sounds of, amongst others, Salamin and Paolo Valenciano, and Urbandub.

“Eastpak is built to resist. The youth today has the same stand when it comes to swimming against the current of everyday norms. Who knew that promoting your own advocacy can be so awesome? If you throw in some live music that speaks strongly of how we make a stand in this world, it might just make things a lot more interesting and fun. This is exactly what Eastpak is going to do,” says Gee Escay, brand manager of Eastpak.

The five Resistance Leaders of Eastpak’s Resistance Movement defy the current generation’s greatest ills – indifference and apathy. They could be called the Renaissance children of the Information Age – except that they are a bit more hip, edgy, and resistant to the lure of conformity.

To learn more about the Resistance and future Resistance Parties, please visit Eastpak Philippines’ facebook page.

The Primer Group of Companies is behind Eastpak, the authentic brand for hip and edgy packs, bags, and accessories. The Primer group of companies is a top retail and distribution conglomerate in lifestyle and industrial products with presence all over the country and Asia.


Eastpak is available in the following Bratpack branches in Ayala Greenbelt 5, Ayala Marquee Mall, Ayala Cebu, Robinsons Galleria, Robinsons Place Malate, SM Southmall, SM The Block, SM Pampanga, SM Davao, and SM Cagayan de Oro.