1987

Preview (Philippines) - - Chapter Nine -

Bench is Born

The brand opens and takes up a small part of what was then known as Shoe­mart Makati, sell­ing clas­si­cally un­der­stated men’s T-shirts.

1988 Bench Bou­tique

The first of many stores is opened in Park Square, and there are larger-than-life dis­plays and posters of firstever Bench im­age model Richard Gomez on ev­ery wall and in ev­ery win­dow.

1991 “A DAY in A Sculler’s life”

The now iconic com­mer­cial fea­tured Richard Gomez in a Bench tank top, row­ing across Taal Lake. At the time, celebrity en­dorsers and fash­ion brands rarely went to­gether in the Philip­pine con­text— but it went on to win awards and is fondly re­mem­bered to this day.

1994 Global ex­pan­sion

In 1994, Bench opens its first fran­chise out­let in AlKho­bar, Saudi Ara­bia. The fol­low­ing years would see fur­ther ex­pan­sion across Asia, the Mid­dle East and the United States, in­clud­ing Kuwait in 1995; United Arab Emi­rates, Dubai and Abu Dhabi in 2004; Bench Ser­ra­monte in Daly City in 2005; Myan­mar in 2016; and Ja­pan and Bahrain in 2017.

2000 Brief en­coun­ters

The avant-garde un­der­wear show, now a Bench sta­ple that’s one of the most an­tic­i­pated events of the brand, draws a crowd that’s 25,000 strong and be­comes the most-talked about fash­ion show in Philip­pine his­tory.

2001 Pi­noy POP Cul­ture

Bench first dips its toes into the world of pub­lish­ing with this tome that cel­e­brates the best Pi­noy cul­ture has to of­fer, put to­gether by Gilda Cordero­fer­nando and Manny Chavez. Thus be­gins a mes­sage that the brand still strongly ad­vo­cates to­day: #Love­lo­cal.

Bench Fix

Bench starts con­quer­ing other mar­kets and ex­pand­ing its brand, start­ing with the open­ing of the first Bench Fix Sa­lon. Now Bench fans can re­ally look good from head to toe.

2002 Bench goes to China

Bench sets about con­quer­ing the big­gest market in the world and cater­ing world­class sen­si­bil­i­ties with the launch of its flag­ship store in Shang­hai. Ben Chan gath­ered a cre­ative team from China, Ja­pan and Sin­ga­pore to work with the coun­try’s best to en­sure only the best of first im­pres­sions.

Bench Body

The first Bench Body store opens in Glo­ri­etta, putting the brand’s un­der­wear—along with fra­grances—front and cen­ter.

2003 dao shall wear Bench

The Love Ko Bench cam­paign star­ring F4’s Jerry Yan is launched. Jerry went to Mala­cañang for a cour­tesy call with then­pres­i­dent Glo­ria Ma­ca­pa­galar­royo and gamely did fan meets in Manila and Cebu that ba­si­cally reached the height of Beatle­ma­nia.

2004 one night only in shang­hai

Bench holds its first un­der­wear show out­side the coun­try, fea­tur­ing Filipino celebri­ties Francine Pri­eto and Jon Hall, as well as in­ter­na­tional en­dorser Lu Yan.

Bench is For­ever

The brand’s slo­gan is in­tro­duced with a cam­paign that fea­tures Na­tional Artist Bene­dicto “Ben­cab” Cabr­era, Gina de Vene­cia, and of course, Richard Gomez. By show­cas­ing faces from dif­fer­ent fields and dif­fer­ent gen­er­a­tions, Bench called forth a time­less­ness and tran­scen­dence that rings true for its ver­sa­til­ity.

The Bench Arte­facts from 1987 on­wards

An ex­hibit at this year’s Art Fair Philip­pines that hon­ored the brand’s ex­ten­stive cul­tural and ma­te­rial his­tory, fea­tur­ing the scull from “A Day in a Sculler’s Life,” hang­ers and pen­cils straight from Bench stores of yes­ter­year, orig­i­nal black and white trans­paren­cies of iconic Bench ads and more.

Bench fash­ion week

In­sid­ers and in­flu­encers got a first look at what’s next for the Philip­pine re­tail gi­ant dur­ing the first Bench Fash­ion Week, held in March, fea­tur­ing previews for new col­lec­tions from Bench, Hu­man and Kashieca, as well as three global part­ner brands: Amer­i­can Ea­gle Out­fit­ters, Cot­ton On and Vero Moda. The sec­ond was held in Septem­ber.

Bench de­sign Awards

An­nounced in March, the Bench De­sign Awards sought out 10 fresh, undis­cov­ered tal­ents of lo­cal fash­ion—and those who stood out pre­sented their col­lec­tions in Septem­ber at Bench Fash­ion Week.

shows AT IN­TER­NA­TIONAL fash­ion weeks

Bench Body pre­sented its Men’s S/S 2018 col­lec­tion at New York Fash­ion Week in July, and Bench pre­sented its S/S 2018 col­lec­tion at Tokyo Fash­ion Week in Oc­to­ber.

more IN­TER­NA­TIONAL en­dorsers

Bench ads and bill­boards were graced by a num­ber of retroac­tively rec­og­niz­able faces, from hunky Math teacher Pi­etro Boselli and South Korean ac­tress Park Shin-hye to model du jour Brook­lyn Beckham and in­ter­net boyfriend Cole Sprouse.

Un­der The stars

Of course there’s go­ing to be a party—and it’s set to be the big­gest one yet. Dare you miss out? The fes­tiv­i­ties take place at the Mall of Asia Arena on Novem­ber 18.

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