Philippine fashion brand Oxygen teams with Justin Bieber

A Justin Bieber clothing collection has been launched by Philippine fashion brand Oxygen.

While other fashion brands have collaborated with the Canadian singer/songwriter, Oxygen merchandising specialist Timmy Jacob says this is the first time the star has agreed to license his name and works with a Filipino brand because the label’s style reflects him.

Oxygen last year collaborated with music magazine Billboard, but this is its first time to feature a specific artist.
“Justin Bieber is known as a music and streetwear icon, and music and streetwear are really what make up the Oxygen style and the trends we follow, so it makes perfect sense for us to feature him in a collection,” says Jacob.

He says the collection is also a way for Oxygen to become known as an international label, expanding in different countries such as Vietnam.

Planning for the collection began last year, Oxygen working with Bieber’s team at music merchandising company Bravado and recording company MCAA Universal to come up with about 20 streetwear styles each for men and women.

Available in an SM Mega Fashion Hall pop-up store and soon in Oxygen boutiques, the pieces in the range mirror Bieber’s personal style – ripped denim, loose shirts, varsity jackets, caps, drawstring bags and even fragrances. The apparel is mostly black and white, with punches of red, gray and blue.

Jacob says the collection was inspired by the lyrics and visuals of Bieber’s Purpose album. The collection’s advertising campaign was shot by Filipino photographer Shaira Luna.


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