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November 23, 2014


Walk to style at Hedgren’s Style Fair

It’s not too late to make this year one to remember. If you’ve been feeling of a need for a personality and style upgrade, Hedgren was more than happy to welcome guests at its recently concluded Hedgren Style Fair, held at SM Megamall Fashion Hall

Guests were able to experience a full style package from the metro’s top fashion, personality, and wellness gurus last November 20 and 21 as the brand is now on its third year of holding its annual Style Fair.

Free makeovers, skin care and hair consultations, fashion styling, personality development, and financial wellness advice were all made available for free to the public courtesy of the event’s sponsors. The Walk to Style is comprised of six style stations.

Aside from the six featured style stations, Hedgren also gave the public and its invited guests from the fashion industry and the media, a closer look at the brand’s latest collections through product displays and a highly-anticipated fashion show.

The Hedgren Style Fair was developed to inspire young professionals to enjoy dressing up for work, which includes accessorizing accordingly as bags can also make or break an outfit. But more than just an accessory, bags are an important part of one’s day to day life, given that it’s one thing that we use every single day.

Participants were also encouraged to develop the habit of always presenting themselves professionally at work. The Hedgren Style Fair is meant to address such concerns in a fun and engaging event that is free for all.

My city, my style

Based in Antwerp, Belgium, Hedgren was created in 1993 and since then, has had many accomplishments in the retail scene.

As the brand creates a stronger presence in the global retail scene, Hedgren Philippines is proud to establish the first standalone Hedgren store in Southeast Asia at SM Megamall Fashion Hall. In dedication to reach out to different parts of the country, Hedgren also recently opened up a few more stores located at SM North EDSA The Block, SM City Clark, and SM City Cebu. To further spread the love, kiosks are also put up, which feature the brand’s latest collections and bestselling items. Locally, Hedgren is also available at The Travel Club, Bratpack and selected department stores. Globally, Hedgren has a presence in over 40 countries and has over 3,000 distribution channels.

Spring/Summer 2015 collection

For its upcoming SS15 collection, Hedgren has made it a point to include more options for men as well, making it something to look forward to.

For women, start with the very eye-catching Pilates collection – the ultimate work-to-weekend refresh starts with a change of tote. A good choice for when aiming for practicality: plain & printed, fun & functional, light & bright, these bags will accompany you from the office to the gym and every place in between. It is composed of casual feminine bags that are full of surprises like the Carola shopper.

The Casual Chic collection is Hedgren’s take on fashion, femininity and simplicity mix- a contemporary cocktail for everyday elegance. The collection presents a handy assortment of everyday bags in vibrant hues, like the unique-looking Mali and Madge.

Inspired by a no-frills approach to fashion, the casually iconic and stylishly functional Inner City collection makes use of simple styles that can guarantee a look that’s equal parts sophisticated, playful and carefree – with just a hint of sporty attitude For this season, Hedgren’s most popular collection to date introduces a new item in its product lineup, 20” Spinner Trolley Genna.

Sail It collection, which features two styles with quality brown leather trims, this is classic neutrals with a nautical twist – multicolour rope detail and straps ensure you’ll be pushing the boat out in even the roughest of style seas, a multipurpose backpack called Ruddler and the perfectly sized crossover shoulder bag, Proa.

The Diamond Touch collection is the so-called ‘gem’ from Hedgren. Utterly stylish Adlea and Kayla bags combine a chic diamond shaped stitching, quilted protective exterior design and ingenious storage functions make it a great business partner for the modern woman. The striking colors inside the bag make it easier for you to spot your valuables.

For the gentlemen, the Carrier collection is great for those who are always on the move but need a bag that is stylish enough to hold their daily work essentials – and more. An essential equipment for on-the-go urbanites, these versatile styles fuse modernity with heritage resulting to city bags with functions that you can use every day and designs that you will never leave at home.

The New Way collection, brother to Hedgren’s iconic Inner City collection, celebrates dynamic individuals and their day-to-day life fusing the desire for modern street style with signature functionality composed of bags like Corona.

Meanwhile, the New Nomad line features solid brass hardware and an elaborate ikat pattern for a great range of bags dedicated to the modern urban nomad. The collection introduces two new styles, the backpack and tote hybrid, Maasai and the messenger bag Toubou.

With the mission of becoming the best urban lifestyle bag brand in the world, Hedgren’s vision is to be able to claim the city experience through clever solutions for an energetic city lifestyle for both men and women through its collection of bags, which promote both form and function.

The Hedgren Style Fair is presented in cooperation with PNB, The Travel Club, and The Travel Club Mastercard. Sponsors include Make Up Forever, Creations Lourd Ramos Salon, Haute Heads Salon, FitFlop, SOFA, Skin Philosophie UK, Happy V Andrada, Bratpack, Ladybag, Brushstroke Creatives, Flossy, Boxfresh and the Primer Group of Companies.

Hedgren is exclusively distributed in the Philippines by the Primer Group of Companies – Asia’s next retail giant.

About Hedgren

Established in 1993, over the last 20 years the Hedgren brand has perfected the craft of making long-lasting bags with a focus on functionality. Designed with both men and women in mind, these are unisex accessories built to withstand the rigors of daily life – for the busy commuter as for the seasoned traveller. Our timeless designs embody the energy of the city with clever features, stylish structures and a casual European flair.

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. The result is a lineup of bags that facilitate the lives of our customers.

About Primer Group of Companies

Founded in 1985, the Primer Group of Companies is engaged in the retail and distribution of premium consumer brands in outdoor, travel, footwear, fashion, wellness and urban lifestyle. It has diversified its portfolio into industrial products and services, venturing and creating a strong foothold in air-conditioning; ink manufacturing; creative design services and silkscreen printing.

The Primer Group is pursuing new grounds and territories with the aim to become the leader in the global distribution and innovation of premium goods and services. Its impressive retail portfolio of premium brands in Asia plus its solid complement of professional and highly-skilled workforce will position it as one of the most formidable multi-industrial companies in the region.