RETAIL TREND REPORT
Celebrating a decade in the industry, Proudrace continuously goes beyond the borders of being just as a streetwear label since its genesis in 2009
Discover the uncoventional beauty of Proudrace
In an interview with infamous filmmaker Stanley Kubrick in the early 70s for his film, A Clockwork Orange, he revealed that its baffling title came from an off-hand Cockney expression that he overheard in a pub. The orange symbolizes life and tranquility as opposed to its more mechanical and calculating counterpart—a clock ticking like a machine. It’s these bitter-sweet contradictories that make life more fascinating.
Blown-up proportions, unorthodox dressing, and all the while appearing well-put together—these are just a few words that could possibly describe what or who Proudrace is. It was a union of two creators—Pat Bondoc and Rik Rasos, an industrial designer and a t-shirt artificer that started out only making clothes for themselves until the general public took notice including Singapore, Tokyo, and America. They’ve come a long way since then.
Packed with constant learnings and gaining a strong following in the underground zeitgeist, it was no surprise that they were the only Filipino brand in Highsnobiety’s ‘Under the Radar’ list two years ago, and just last year, they were given the fashion world’s stamp of approval by being recognized as one of the Vogue Talents along with local new breed Carl Jan Cruz and Pr()blem Studios. It opened a lot of doors for them, being part of Milan’s Pitti Imagine and venturing into the mass-produced retail market with local brand Human, all of which has happened just a year ago.
Proudrace has since evolved and ascended from just creating shirts. They’ve always challenged the system, changing the way clothes should be worn without seeming too farfetched. The downto-earth persona they’ve forged along the years established them as one of the most relatable and well-loved labels in the scene. From creating only for themselves, they now have global stockists and a niche market to feed and of course, the eternal desire of representing the homeland. Life is just full of ironies, isn’t it?