Cool, clean, casual Ser Chief | Inquirer Entertainment

Cool, clean, casual Ser Chief

12:05 AM March 10, 2014

RICHARD Yap prefers relaxed, laid-back dressing.

For his fans, Richard Yap will always be “Papa Chen” and “Ser Chief” regardless of the role he is playing.

His breakthrough performances in “My Binondo Girl” and “Be Careful with My Heart” earned him a loyal and still-growing fan base. Despite just a short time in the business, the Kapamilya star also got to release a self-titled album of songs late last year.


The latest feather in the actor’s cap is being picked as apparel brand Giordano’s first-ever Filipino ambassador. The endorsement underscores Yap’s marketability. But although no stranger to product endorsements, Yap’s age was brought up during a recent press con.

He is 46. And the roles he is known for may alienate a younger demographic and attract only a generation who grew up wearing Giordano but switched to other brands when they started working. The company’s target market consists of 20-year-olds to those in their mid-40s.


Melvin Lloyd Lim, Giordano Philippines VP for business development, pointed out: “Giordano is also patronized by dads and moms. We have a customer base for that. We will soon be adding more endorsers for other age groups.

The other endorsers will likely come from other fields, such as the arts.

“Richard Yap epitomizes Giordano’s brand values: Clean, casual, current and appeals to everyone everywhere,” Lim said.

Linen line


“I’m never the structured type,” Yap revealed. “I prefer relaxed, casual pieces. They suit my lifestyle better.”

The actor said he had patronized Giordano since its first store opened in the country in the 1990s.


Yap’s endorsement deal follows Giordano Philippines’ recent launch of its latest collection, A Linen Story. The collection features summer wear, such as long-sleeved and short-sleeved button-downs and cropped pants in 100-percent linen and cotton-linen blends.

“The lightweight linen cloth is a luxurious yet under-appreciated material. It is definitely the supreme choice for comfort in hot weather, with its breathability, durability and cool and absorbent properties. Through this collection, we will be reintroducing the practicality of linen and making it an essential part of every wardrobe,” Lim said.

The line is divided into three sub-collections—Ethnic Beat, Nature Burst and Summer Blues.

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TAGS: Celebrities, Endorsements, Entertainment, Giordano, Richard Yap
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