I get to visit SM Aura in rare occasions. Monday's was only the second of these occasions. Ruby from Primer/ROX sent an invite to the launch of their latest brand in the country: Eddie Bauer. While already having a branch open in SM Megamall at the new Fashion Wing, the brand was officially launching just now, at the same time as the opening of their SM Aura branch.
I've known this brand for quite some time now; mostly from outdoor magazines and, of course, from the ukay-ukay finds of Richard. Eddie Bauer has been around for a while, starting off as sport shop (hunting, fishing supplies) in Washington State in the 1920's. It has since grown into one of the leading outdoor apparels in the States, especially after its introduction of the down -filled jacket. In 2009, they launched a new product line, called First Ascent, recalling the tradition of the brand's support of early and notable American alpine expeditions.
with Romi, Paeng, and Lulu |