Japanese fashion labels FRAY ID and SNIDEL officially launched in Manila

MANILA, Philippines — It’s happening slowly but surely: Japanophilia in the Philippines is on the rise. Part of that narrative is Japanese fashion, and an even more interesting quote is Japanese luxe fashion labels, such as ID FRAY And SNIDELSfinally in Manila.

The Japanese are renowned worldwide for producing innovative brands and designs, whether in fashion or otherwise, that are aesthetically appealing but highly functional. They are relevant to time yet timeless.

Filipinos have always been fascinated by Japanese culture and creativity. So, the center of the Japanese lifestyle Mitsukoshi BGCwhich opened in November 2022, bringing these two exciting brands closer to the Japanese-loving Philippines.

FRAY ID’s style proposition is comfortable, cutting-edge business wear. Her DNA speaks to women in their late 30s and perhaps more mature clients looking to augment their wardrobes with empowering pieces.

SNIDEL, meanwhile, talks about the “street meets formal” concept, where street culture and quirky style are combined with elegance. The goal is to enhance the beauty of a woman’s silhouette by prioritizing quality and great attention to detail.

Both FRAY ID and SNIDEL offer a unique proposition to the Philippines. There is something for every stylish woman, for every occasion, with clothes to suit Manila’s weather. Plus, new styles are released every week so there’s always something new to look forward to.

The Spring/Summer 2023 collection for both exudes a sense of “freedom” as the label’s designers want to celebrate and highlight the transition from the pandemic to where we are today—free to be who we are.

The boutique design keeps the aesthetics of the famous brands. It has a minimalist feel that will focus on merchandise well.

Most of the accent pieces are made from recycled materials adhering to the brand’s commitment to sustainability. As soon as you enter the shop, you will see a glass wall with the SNIDE logo made from recycled materials.

Entering that narrative is Federal Retail Holdings Inc. (FRHI). As a provider of Japanese fashion and culture, the retail group is interested in FRAY ID and SNIDEL’s ability to bridge modernism, functionality and artistry.

Both brands have always made modern Japanese women, from all walks of life, feel energized and empowered—whatever the occasion or achievement—and FRHI wants to share that feeling with Filipino women.

Empowering women through clothing is what drives FRHI’s vision to bring SNIDEL and FRAY ID to the Philippines’ fashion front, making this newly minted shop the ultimate and newest destination to offer Japanese clothing to independent and established women.

The second thing is the company’s desire to highlight the synergy between Japanese and Filipino dress culture.

Micah Diaz, head of marketing for FRHI, said, “We have always known that Japanese brands are made with the highest craftsmanship and quality. Japan, despite its disdain, has long been an industry leader when it comes to fashion, especially street fashion; especially the minimalist, Lolita, cute or kawaii subcultures.

FRAY ID and SNIDEL are located on Mitsukoshi BGC Ground Floor.