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As the temperature rises, BUM rolls out another banner collection for the hottest season of the year: “My ATEEtude: I Change the Rule.”



The first of My ATEEtude’s three campaigns for 2013, BUM’s “My ATEEtude: I Change the Rule” collection certainly breaks a few fashion rules.

According to Benny P. Reyes, senior merchandiser and designer for BUM, the brand will be stepping out of its comfort zone and pushing the envelope further.

BUM’s style philosophy for this coming collection is all about fearless dressing.

“This summer, we’re going to bring in bolder colors. Before, we only featured flashes of color, but this time, the color palette for BUM will be more varied. Now we have riskier colors,” Reyes says.

By “riskier colors,” Reyes means bright and neon colors like “neon green, neon orange, neon pink,neon blue,and neon yellow, for both the female and male lines.”

If before, these colors were only used as print, they will now be used as the base color of certain pieces from the new collection.

“You would see neon-colored bottoms, like pants, skirts, and shorts. And then we will also be using neon colors in our shirts. This collection will certainly show another side of BUM that the market hasn’t seen before,” Reyes adds. “Imagine, BUM used to be Goth, Emo, and Rebel, which were limited to dark colors. Now we have bright colors. This makes BUM unpredictable.”

For the next collections of BUM, more textures, fabrics, patterns, and treatments will be launched. A new line of accessories to merge with the latest designs is also underway.

“We will also have digital prints on our shirts. As you know, digital prints are big these days. We will also have more studs, spikes in some of our products, ” Reyes adds. “Perhaps we will also have more limited edition pieces.”

There’s a lot more to expect from BUM. Watch out.

BUM is available in leading department stores nationwide. For more information,visit www.bumequipment.com.ph or like them on Facebook at http://www.facebook.com/bumequip.



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