The Primer Group of Companies unveils its newest concept store.
Boardriders launched its first branch in the Philippines at SM Mall of Asia last June 13. Those present at the launch got to check out its wares and listen to the sweet sounds of Kokoi Baldo’s band.
Boardriders is on the second floor of the Entertainment wing of SM Mall of Asia. It shares real estate with R.O.X., another Primer Group brand. R.O.X. deals in general outdoor apparel, but Boardriders caters to a more specific market.
Boardriders is a one-stop shop for action sports and board lifestyle needs. It offers products for adrenaline junkies of all kinds. You can find everything from board shorts to skate shoes there. It houses different skate and surf brands. Among the brands you can find there are Billabong, DC Shoes, Element, Roxy, RVCA, and Quiksilver.
Brand manager Simon Cham says, “If you’re into a sport with a board, this place has all you need for your next adventure.”
Cham also added that they have global collaborations as well. These are for products such as the DC Shoes Star Wars collection. In the following months, he says they will be releasing new collections.
Here’s a spoiler, one of their upcoming drops will be Quicksilver’s Stranger Things merch. But Cham says they’re not just about international gear. They’re also set to collaborate with local brands in the future.
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Photos Aram Lascano
Featured Image Daniella Sison