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April 15, 2011



Premiere Bag Brand, Hedgren, Hosts Its First Style Fair In Greenbelt 3

For Immediate Release: Belgian brand Hedgren hosted its First Annual Style Fair on April 15th in Greenbelt 3, which was open to the public. In partnership with The Travel Club, The Fashion Institute of the Philippines (FIP) and Creations by Lourds Ramos Salon, the affair started at 12 Noon with the aim to further educate guests on how to enhance all aspects of their personal styles. Five major stations were setup to provide comprehensive advice in all areas to those who participated: grooming, hair, make-up, styling (clothing and accessories) and personality development workshops lead by Abbygale Arenas-De Leon and Marina Benipayo.

The day’s events were followed by a sizzling fashion show featuring Hedgren’s newest 2011 Spring / Summer Collection paired with the latest outfits by FIP students and alumnis: Argie Salango, Aries Lagat, Brigid Lee, Ched Dalogaog, Erica Panlilio, John Herrera, Marc Blanco, Mikee Andrei, Mikhail Albano, Oz Go, Rxandy Capinpin, Rencie Santos, Robin Gundran, Ryuji Shiomitsu, Shanon Pamaong and Vin Orias.

In addition, representatives from some of the country’s biggest corporations including, amongst others: Germaine Gale Salazar – Graphics Officer of Timex; Clarissa Segismundo – Programs and Development Manager of Microsoft Hardware; Mica Bautista – Administrator Officer at the Primer Group of Companies also participated in the Fashion Show to flaunt their new style makeovers.

The Hedgren’s First Annual Style Fair was capped off when celebrity Pia Guanio and Abbygale Arenas-De Leon graced the runway to close out the show. For additional information, please visit:

The Hedgren Style Fair is presented by Hedgren Bags and Travel Gear in cooperation with The Travel Club and The Fashion Institute of the Philippines and is co sponsored by the following: Microsoft Hardware, Digital Alley, US Girls, Timex, Ensembles, Creations Salon, Belle and Cat Nail Studio, Nivea, Skin Central, Manny O Wines, Fitflop, Static, Roxy, Quiksilver, BoxFresh, Native, Kangol, Tretorn, Ellesse, DC, Greenbelt and Ayala Center.

Hedgren Bags and Travel Gear is exclusively distributed by the Primer Group of Companies.

About Hedgren
A brand of highly functional casual bags and travel gear, Hedgren traces its 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. At Hedgren, “Little Extras Make The Difference”. Those small additions, like a small side pocket, an inside organizer and an additional strap make the difference. They are those small additions that make us unique.

About Primer Group of Companies
The Primer Group’s network of companies is multiplying in a pace never achieved before. The company is now realizing its vision to become the LEADER in the global distribution and innovation of premium goods and services across the Asian region namely Hong Kong, Indonesia, Japan, Malaysia, Singapore and Thailand. After 25 years of continuous and steady growth, its retail authority has grown to over 50 premium brands, 100 free-standing concept stores and over 600 consignment doors in the Asian region. The company is set to reach greater heights through its numerous milestones and marketing commendations locally and abroad. The Primer Group of Companies is also proud to have expanded its business portfolio in the area of industrial products and services. Most recently, the company also opened its first professional retail and merchandising academy. For more information about Primer Group, visit

For additional details, please contact:
William Hsu
Monsters Centaur Production Inc.

Charmaine Palermo
Monsters Centaur Production Inc.