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August 22, 2013



Looking good and feeling fine should be a day to day thing – a philosophy that thrives at the core of Belgium based brand Hedgren. Now on its 20th year, Hedgren remains to be a go-to brand for functional, chic, and high quality lifestyle bags. With its timeless designs harmoniously infused in each utilitarian piece, Hedgren is a favorite among the stylish and practical go-getters.

As the brand celebrates two decades of style, Hedgren hosted a two-day style event with the “Hedgren Style Fair” held last August 15 to 16 at the Glorietta Activity Center, Palm Drive. Coinciding with the Hedgren Style Campaign, the event featured different style stations aptly called “Walk to Style”. The booths aimed to guide young working professionals in finding their own unique style and therefore enhance their image.

During the course of the two-day affair, guests got the opportunity to increase their beauty and fashion IQ with a variety of stations which catered to different aspects of image improvement and personality development.

Teaching ladies surefire techniques to achieve that much-coveted glow were Lourd Ramos of Creations Salon, Makeup Factory, and Maquillage Professionel over at the Hair and Makeup station.

For those who wished to improve their skin benefited from the Skin and Nails station which was set up by Physiogel and ANNY Nail Colors. Guests got the latest lowdown on skin care and were also treated to a series of manicure treatments.

Meanwhile, fashion experts and stylists from Bloggers United gave useful tips for both men and women on how to look sharp and fashionably chic over at the Styling Station.

Confidence plays a key role in being beautiful inside and out, which is why Hedgren made sure that the participants understood that aspect clearly. Therefore, a Personality Development station was also set up under the lead of image and personality coach Denies Argarin who is a member of the Association of Image Consultants International or AICI.

To cap off the exciting and highly anticipated style event, a befitting fashion show was held during the last day to feature Hedgren’s Fall 2013 collection. Showcased at the runway were Hedgren’s Anniversary bag which is a spacious body bag perfect for day-to-day use or for travelling; the Inner City and Inner City Printed sling bag for casual days; the Hedgren Pure Canvas sling bag which goes well with just about anything; the Hedgren Sporty Chic hand bag which is great for busy days ahead; and the Hedgren Subway tote which is a highly versatile bag meant either for the daily grind or for relaxed weekends.

Apart from mall goers and style enthusiasts from all over the metro, media personalities, stylists, celebrities, and corporate partners also flocked to the event to update their knowledge about ways to improve and enhance one’s look and personal style. Indeed, Hedgren put up a successful event which nurtured the style and confidence of the attendees.

Evidently, Hedgren is one among the very few brands which truly celebrates and empowers real people. Through the Hedgren Style Fair, real people such as working professionals were made to realize that style can be achieved with just the right combination of self-confidence and a basic know-how on grooming and styling. After all, Hedgren is all about real style for real people.

Making the two-day style fair possible were the Primer Group of Companies, Brushstroke Creatives, Glorietta, Ayala Center, The Travel Club, PNB Allied, Fitflop, Sanuk, Xstatic All Pro, Fashion Institute of the Philippines, Edgar Allan, Physiogel, Makeup Factory, Maquillage Professionel, ANNY, Creations Salon, Fresh Fragrance Bar, Curves Gym, Bloggers United, and Lady Bag.

For more information about Hedgren’s Style Fair 2013, please visit You may also like them on Facebook (HedgrenPhilippines) or follow them on Twitter (HedgrenPH).

The Primer Group of Companies, Asia’s next retail giant, is the exclusive distributor of Hedgren in the Philippines.

About Hedgren
A brand of highly functional casual bags and travel gear, Hedgren traces it roots from Belgium, created by renowned designer Xavier Kegels. Xavier combined his pioneering spirit, his Swedish-Belgian roots and a passion for Japan into the creation of the Hedgren brand.

Hedgren is about following your heart and soul, about finding inspiration in the world around us and molding that into innovative designs that combine functionality and aesthetics. The result is a lineup of bags that facilitate the lives of our customers.

About Primer Group of Companies
Established in 1985, the Primer Group of Companies is engaged in the retail and distribution of the world’s top and premium consumer brands in outdoor, travel, footwear, fashion, wellness and urban lifestyle. We have also established a solid ground in the industrial products and services landscape, with companies in digital and silkscreen printing, air-conditioning and creative graphic design and services.

The company is aggressively pursuing new grounds to become the leader in the global distribution and innovation of premium goods and services. Its’ retail authority alone has grown to over 130 premium brands, with over 300 stores in 8 Asian countries. The Primer Group’s 3000+ strong employees in the region and countless recognition presents it as one of the most formidable retail players in Asia today.

For more information, please contact:

Will Hsu