FTW (For the Win) Apparel was adjudged first-prize winner in the SERDEF’s Brand Slam contest, a search for the “next big small brand.”
Owned by 23-year-old Adrian Jara, FTW Apparel is an online store selling sling/body bags, streetwear, and casual shoes, 24/7. FTW bags are made in the Philippines from locally-sourced fabrics and other materials. Focused on quality, originality and uniqueness, FTW products are manufactured by experienced craftsmen in various workshops.
FTW, as presented by Jara, is a versatile brand which means “For the Wardrobe” when applied to the apparel line it currently manufactures but can also be adopted for the company’s future products: “Face the World” for organic skin products; “Forget the World” for gadgets and other electronic innovations; and “Filipinos’ True Wealth” for proudly-Pinoy products.
The runner-up winners are Cebu-based Salamog Food Products, producer of microwaveable Bicolano food, owned by Clara B. Cabaero; and D’Elite Tea Corporation, which makes and sells Deli Rice, owned by Ofelia Chianpian.
The winners were chosen on the basis of the following criteria pertaining to brands: meaningful and likeable “personality;” transferability and adaptability; aesthetics and creativity; and easy recall and being distinctive and different.
The panel of judges is composed of Maria Lourdes Tirona Lopez, a former UP business professor, now a marketing consultant (chair) and Arturo Ilano, who is with the business faculty of UP Diliman and Arlene Liberal, a GTZ-accredited entrepreneurship trainer (members). Lopez and Liberal are also members of the SERDEF Research and Information Committee.
Cash prizes will be awarded the winners – P25,000 for the grand winner and P10,000 each for the runner-up winners.
Prizes can be claimed starting October 8.
Judges (R to L) Art Ilano, Arlene Liberal and Malou Lopez while deliberating.