Dickies Intimates goes beyond the teen market; introduces new collection for the fierce Filipina

“Always wear good underwear” 

This is a time and honored advice for any lady. Nothing beats wearing good intimates – somehow, knowing you are rocking an amazing pair of bra and panties adds the extra ooomph and confidence in every step. 

For me,  a good underwear is something that fits your body comfortably: no weird feeling of your panties riding up your butt, just a snug, comfortable fit that makes your body breathe. Dickies Intimates latest collection of intimate apparel passes the test for me. 

  
I was lucky to be one of the invited media for the launch of Dickies’ latest line of intimates held in a rockingly awesome affair at the Sky Lounge at the W Building in BGC. Adapting a carnivalesque rock theme, the introduction of the intimate apparel coincided with the unveiling of rock chick Arci Munoz – Ramona Thornes of the rock band Philia – as its latest face of the global street wear’s intimates line. 

   
    
    
  

Closely associated  with the teen crowd with its style-savvy collection, Dickies is breaking out of the mold by reaching out to the modern Filipina who is both fierce and charming at the same time. 

Dickies Intimates’ marketing manager Jerrinah Cheng puts the rebranding in perspective, “There is a need for continuous innovation of garments, especially in underwear. Designs are made specifically for a certain generation and factors are constantly changing. Women of today are more daring whilst comfort-seeking.”

Cheng adds, “Dickies Intimates showcase daily undergarments in various colors, prints and styles to make every woman confidently sexy and comfortable with their bodies.” 

Dickies Intimates marketing manager Jerrinah Cheng


A girl named Arci and a girl named Ramona  

Dickies top honcho Jerry Cheng, Arci and Jerrinah flanked by models wearing the latest collection


   
  

Coinciding with the launch of the latest line of intimates is the introduction of the brand’s latest endorser, Arci Munoz. 

Arci, one of the country’s latest femme fatales, is currently making waves following a successful movie and a top rating soap opera. But more than just a pretty face, Arci is also a seriously amazing rock chick, the front woman of the heavy metal band Philia. To say that she represents the modern Filipina and her many facets is an understatement: after seeing her sashaying sexily on the aisle, the media present was also introduced to Ramona Thornes, her rock star persona after her band Philia played some of their hit songs and even sampled the now-classic “Smells Like Teen Spirit” by Nirvana. 

  
  

 

Arci shares, “It really represents the women of our generation who are bold, sexy and conservative at the same time. It’s liberating. A mix of everything – just like my personality. It’s a huge honor for me to be the new Dickies Intimayes girl.”
  

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