Monday, March 10, 2014

Giordano Philippines Introduces Richard Yap as First Local Ambassador & Launches Summer 2014 Linen Collection

Simple yet stylish. Relaxed yet sophisticated. That's Richard Yap's personal style, which made him the ideal ambassador for Giordano Philippines. More popularly known as Sir Chief to fans, Yap is also the clothing brand's first-ever Filipino endorser.

Lloyd Lim, Giordano Philippines VP for Business Development, affirmed that Richard Yap epitomizes Giordano's brand values. "Both are clean, casual, current, and appeals to everyone everywhere."

Yap first became known as the regular TVC chef for a Chinese fast food chain. He then played the character Papa Chen in the 2011 hit TV series My Binondo Girl. But when he took on the role of the dashing Sir Chief in the much-acclaimed and long-running Please Be Careful with My Heart, he was finally and truly catapulted into stardom.

The father of two admitted that, considering his age, he never thought he'd reach this level of achievement. "But I'm thankful for it. So I do my best for every project but I take things as they come and live in the moment."

As to staying fashionable, Yap shared that he was never the structured type and instead always prefers relaxed casual pieces any time. "They suit my lifestyle better and I found that I feel much more relaxed when I know that I am well-dressed."

Like the gorgeous Gelli Victor who hosted the media event, Yap said he has been a Giordano fan since the brand opened in the Philippines. Both confessed to wearing and feeling comfortable in Giordano colorful shirts that were all the rage in the '90s.

“Giordano pieces are essential; the styles are timeless and I prefer it that way," described Sir Chief. "I like to dress well and I like how Giordano provides me with pieces that inspire, at the same time, lends a put-together look without requiring me to think too much about it.”

During the media launch, guests were also introduced to Giordano's latest collection that lets those who wear them spend their summer days in relaxed elegance. After all, summers are made for basking in the sun, enjoying nature, or simply chilling in the city. 

A Linen Story is composed of pieces made with luxurious linen and includes summer essentials like long sleeve and short sleeve button downs as well as cropped pants in 100 percent linen and cotton-linen blends.

"The lightweight linen cloth is the most luxurious yet under appreciated material. It is definitely the supreme choice for comfort in hot weather with its breathability, durability, and cool and absorbent properties," illustrated Lim. "Through this collection, we will be reintroducing the beauty and practicality of linen and making it an essential part of every wardrobe." 

A Linen Story has three sub collections: 
  • Ethnic Beat is a tribute to colorful and artsy tribal patterns which are translated for modern wear in soft embroidered shirts and jersey crew neck dresses for women. They are already available in Giordano stores since February 28. 
  • Nature Burst celebrates the illuminating and earthy colors of nature characterized by energizing bursts of color in linen short sleeve shirts and cropped pants for men and colorful prints for women. They will be available in stores starting March 21.
  • Summer Blues honors the last days of summer and features badge polo lycra pique muscle shirts in all shades of blue for men and soft rayon three-fourths sleeve for women. Denim dresses and jersey v-neck cardigans also make great transition pieces as temperatures start to shift. These will be available in stores by April 18.

And to make this summer extra special, Giordano has a special offer for selected linen items until March 31, 2014. 

Giordano’s philosophy of “World Without Strangers” transcends its origins as an Asian brand and develops trust and strong relationships with consumers across all borders and cultures. Giordano has over 2,600 stores in over 40 different countries worldwide.  Its apparel caters to everyone regardless of ethnicity, nationality or culture. Furthermore, Giordano pieces incorporate the latest innovations in fabric technology, ensuring superior quality and great value.

For more information about Giordano and to keep updated about its promos, visit or log on to

* Photos without watermark used with permission by Ryan San Juan of

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