Eddie Bauer SM Aura Premier Launch

Wednesday, July 23, 2014

Last Monday, I visited active lifestyle brand Eddie Bauer's second store in the Southeast Asia at the SM Aura Premiere. Aside from checking out the store, they also had a fashion show in the mall's activity center. It was an exciting brand discovery for me, the pieces and the way they put together the clothes from Eddie Bauer's new collection show reminded me so much of the normcore trend! A new favorite shop to visit soon? Sharing to you some of the happenings that day!

Founded in 1920 by Pacific Northwest outdoorsman Eddie Bauer, the brand is known for patenting the first-ever QUILTED DOWN JACKET and has been renowned for patenting numerous other designs that even the US Army adopted. Functional + Fashionable?

From then on, Eddie Bauer has built its heritage around innovative OUTDOOR products and eventually expanded to include a range of premium-quality clothing, accessories, and gear for men and women that complement today's MODERN OUTDOOR LIFESTYLE.

Bags, shoes and accessories for the outdoor athletes and sports-minded:

What I like about the brand is that they also provide hybridize technical innovation with that of a casual sportswear aesthetic...For instance, this nice basic polo for women is made of dri-fit material:

Stylish AND rain-ready jackets:

Men's section:

At the event venue, they had a pop-up museum / gallery to showcase the brand's milestones, signature collections, and artifacts. I learned a lot about the brand's history:

The fashion show revealed Eddie Bauer's latest Collection. The pieces show innnovation, quality, and a strong passion for the outdoors:

Divided into three categories namely, First Ascent - Guide built, Guide trusted; Travex Made for trek & travel; Outdoor Inspired by adventure, Eddie Bauer offers a full range of styles that elevate the performance and complement the casual wardrobe of an outdoor adventurer. 

What I love most about the brand is that they have really wearable pieces that look sooo comfortable and made with great quality. From classic outerwear and the legendary down jackets, to casual denim, polo shirts and khakis, Eddie Bauer is a go-to brand for stylish casual outdoor wear. 

Cheers to Eddie Bauer and to the Primer Group of Companies!

Visit Eddie Bauer in Eddie Bauer SM Aura Premier (2/L), Eddie Bauer SM Megamall (3/L Mega Fashion Hall), R.O.X. Bonifacio High Street, R.O.X. Ayala Cebu, R.O.X. Camp John Hay Baguio and R.O.X. Centrio Cagayan De Oro. 

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