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This Local Brand Wants to Make Your Everyday Fashion Choices Easy

The clean and classic silhouettes make them easy to mix and match.
This Local Brand Wants to Make Your Everyday Fashion Choices Easy
IMAGE Courtesy of Woman by Straightforward
The clean and classic silhouettes make them easy to mix and match.

More and more local brands are making a mark in the fashion industry. With the right amount of drive, a sprinkle of passion, and the will to work hard, the dream is not impossible to reach.

Jerald Sze is one of those dreamers. In 2011, Jerald was a college student in search for affordable and quality basics to help make the daily ritual of dressing up easier. He realized that there were clothes that he lacked, and figured that he would create wardrobe essentials to share with his fellow students. With the help of e-commerce, Straightforward was born.

“Today, 7 years later, Straightforward is excited to make its finest essentials available online and in nine stores nationwide, with more to come,” Jerald reveals.

The brand is more commonly known for its men’s clothing, but Jerald and his team decided to completely re-imagine their women's pieces into a cohesive collection. This gave light to Woman by Straightforward. It is their way to emphasize, to women specifically, what their brand stands for: “making everyday fashion choices easy and simple for her.”

IMAGE Courtesy of Woman by Straightforward

Classic Cotton Pullover, P945; Cotton Drawstring Pants, P745

Their team conducted a survey from their target market to find out more about what they look for when they shop. From there, they were able to establish their aesthetic of clean and classic silhouettes.

IMAGE Courtesy of Woman by Straightforward

Linen Square Neck Top, P745

“It became more than assuming what women wanted or just simply following the trend of the season, but actually finding out what pieces they look for and making them come to life,” he shares.

IMAGE Courtesy of Woman by Straightforward

Twill Ankle Trousers, P995

Straightforward emphasizes on choosing fabric as the area they want to excel in. The brand is proudly made in the Philippines using environment-friendly materials like luxe linen blend, tropical wool, twill weave, and stretch cotton. “It’s not enough that our clothing is stylish, comfortable or durable. We're proud of the fabrics we've chosen and want to showcase them to customers so they know what goes into the clothes they wear,” Jerald says.

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IMAGE Courtesy of Woman by Straightforward

Linen Button-Down dress, P1495

What’s next for the company? Jerald and his team are currently working on globalizing their brand and making their products easily accessible no matter the location. Soon, their fashionable pieces will be available not just in the Philippines, but all over the world.

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