Store Stories

PEDRO from Singapore to the World

Fashion & Market paid a visit to PEDRO’s archives from the past 15 years and discovered how the brand has responded to both the style evolution and global conversation on where fashion is going. As a Singapore-born label which has expanded across Asia Pacific, the Middle East and the United States, PEDRO is a pertinent case study on how to grow a fast fashion brand from the vantage point of Southeast Asia to the world.

DANIELA MONASTERIOS TAN, 25 OCTOBER 2021

DANIELA MONASTERIOS TAN,
25 OCTOBER 2021

The process of looking back is a luxury that many in fashion’s relentless pace have not been able to do. Yet in the past decade, a number of brands have dedicated museums to their company archives, going so far as to create destination spots such as the Yves Saint Laurent Museum in Marrakech, as well as the Simone Handbag Museum in Seoul, curated by Judith Clark. Another interesting phenomenon has been a rise in brand-led exhibitions that highlight iconic designs and junctures, while some of the most outstanding employ museum-quality curators and scenographies such as Louis Vuitton’s ‘Volez, Voguez, Voyagez’ curated by Olivier Saillard. As the fashion industry slowed down during the pandemic, brands have had time for introspection and this could lead to a rise in archival re-issues, exhibitions and retelling.

The 2000s: From Singapore to the World

PEDRO was founded in 2006 primarily as a men’s shoes and accessories brand, and its journey exemplifies the team’s agility and responsiveness to their consumers’ changing lifestyles, mobility and locales. The launch of PEDRO was in line with the rapid globalisation and product diversification shaping the fashion industry in the 2000s. It is this period which saw brands diversify their offerings to embrace lifestyle products as part of the fashion ecosystem, which meant including adjacent categories such as accessories, fragrances and even home furnishing.

PEDRO was born and bred in Singapore, but as a brand, it was committed to international expansion from the onset, with the Philippines as its first overseas market in 2007. This early internationalisation was key to take advantage of economies of scale, and the brand deftly adapted to local cultural norms depending on the market they were entering. A fascinating anecdote shared by the creative team was how their seasonal adaptations of the madas sharqi, commonly worn by men in Dubai and the Northern Emirates, has become a key staple that they develop in different materials and detailing. Similarly, when entering the Chinese market, they added new lines of weather-appropriate offerings for China’s colder seasons which are not found in their Southeast Asian stores.

PEDRO Madas Sharqi Sandals

PEDRO Fall Winter 2014 Campaign

The style evolution of PEDRO in the past 15 years parallels the wider fashion genealogy. When the brand spotted a market gap for affordable, quality dress shoes in 2006, the design team took cues from the sharp, continental style of Italian menswear that was in vogue. The key items in their first years were classic formal shapes and moccasins. Women’s shoes were introduced shortly after in 2009, echoing the glamour of sky-high platform heels and party shoes seen on the runways. As menswear collections began experimentations with colours, materials and silhouettes, PEDRO responded with shoes and accessories in trend-led fabrications to match.

PEDRO Spring Summer 2009 Campaign

The 2010s: Global Markets, Technology and Revitalisation

In this decade, news of fashion trends and celebrity style was easily accessible through the internet. PEDRO embraced the increasing connectivity and speed of technology and by 2015, it launched e-commerce platforms in 10 markets. The increase in demand for trend-based shoes and accessories for everyday not only for special occasions is matched by PEDRO’s diversification of product categories, with for example the inclusion of fashionable sneakers and sports-inspired sandals for men. Women’s heels toned down to day-friendly heights, and there were plenty of flats, mules and strappy sandals in textured materials and styles. The campaigns and lookbooks took a different narrative in the 2010s, targeting young working professionals that made up a majority of PEDRO clientele, who were looking for shoes suitable for both work and play. In a campaign from 2013, we see stylish urbanites against the architectural city. The models are dressed in matching, minimal outfit, where the male model pairs a casual t-shirt with a blazer and the female model sports a sleeveless vest and trousers, reflecting the increasingly androgynous styling on runways as well.

With e-commerce comes a host of logistical operations, including packaging. The urgent calls to rethink fashion’s impact has meant that fast fashion brands with their economies of scale have been pushed to innovate and find smarter solutions. For PEDRO, with over 100 physical stores and ecommerce platforms across Asia Pacific, the Middle East and the United States of America, the impact of changes in product design and packaging are manifold. In the summer of 2020, the rePEDRO line was launched along with new packaging solutions, which used less glue and materials, and allowed for more efficient use of space in cargo deliveries. The rePEDRO capsule line also experimented with new materials and more unisex styles which would test their customers’ appetite for more eco-conscious designs.

As the decade rounded off, the pandemic accelerated macro trends in fashion. Globally, urban lifestyles are seeing a change with the rise of work-from-home arrangements. Coupled with customers having a lower threshold for trend-led fashion, PEDRO has been rethinking its brand direction and values: to be effortless and to create essentials that last. Their move towards more sustainable and considered essentials is embodied in the launch of the rePEDRO sustainable line and the introduction of PEDRO Icon in 2021 as a collaborative venture across their design teams. Both lines aim to be a capsule collection of wardrobe essentials, independent of trends.

The PEDRO archive allows us a snapshot of the brand as well as the larger fashion industry. It demonstrates the way that customers and fashion businesses are in constant conversation to move trends forward. PEDRO exemplifies the agility necessary for companies to embrace change and to expand across geographies, and gaining cultural insight through local clientele is an important way for them to grow locally and globally.

PEDRO Store at T-One Galleria Mall, Cambodia

This article was first published on FAM on 7 September 2021.

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EDITORIAL

The Unisex Collection

Effortless Essentials that is truly meant for everyone. Like this range of summer perfect pouches and sling bags, we have created designs that can effortlessly fit any style, regardless masculine or feminine. The versatility game is definitely strong in this range, so you can covet them, no matter what your personal style is.

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Wander's Summit

A combination of summer adventure and sheer sophistication that is truly meant for the woman on the go.

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The Rift Bag

Inspired by the nature’s majestic landscape and peaks, the Rift Bag has a classic baguette shape for everyday use. Featuring the orange colour Rift bag as the hero piece, this genuine leather bag also comes in this season’s trendiest shades of mint, classic black, and white.

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The Zenith Bag

The pinnacle of style is here. Presenting the Zenith Bag – the sophisticated, fashion essential that epitomizes feminine grace in a bag. Featuring a unique silhouette that is marked by an inverted triangle, the Zenith Bag was called so as a nod of strength and success.

EDITORIAL

PEDRO Icon: An Iconic Moment

This summer, PEDRO celebrates icons in the arts and entertainment industry by inviting Shye-Anne Brown and Alexander Yue to be the face of the PEDRO Icon Summer 2022 Collection. Themed ‘An Iconic Moment’, this campaign aims to highlight the definitive moment where one decides to break free from the mould and truly embrace their individuality.

EDITORIAL

The Palm Series

Welcome a new sense of style this summer with the latest ‘Palm Series’ that is glamourous and fun. Inspired by palm leaves, a conspicuous symbol of summer, this series is made for your luxurious summer getaways. Discover this collection of fashion essentials that will elevate your casual summer look.

EDITORIAL

The Riata Bag

Flirty, fun yet sophisticated, the Riata Bag is a must-have fashion essential this summer for every style-conscious lady. The ideal accessory to pack for a summer sojourn, the Riata tantalizes with a unique rope design that has been beautifully juxtaposed with a mesh detail for that peek-a-boo effect.

EDITORIAL

Summer Retreat

This fresh range of sandals and sling bags for men offers a touch of class and sophistication to the wearer this summer. Make these pairing the fashionable essentials you will need this season.

CAMPAIGN

Campaign Commentaries

Look forward to a vibrant season with new and exciting fashion essentials from PEDRO. A laid-back, resort-ready yet chic collection to elevate fun and joyful ensembles. Have an insider’s look at our gallery of film photographs highlighting the Summer 2022 Selections.

EDITORIAL

Summer Selections

This season, PEDRO launches the Summer 2022 campaign that features vibrant effortless essentials that will arm the modern men and women with a new style confidence.

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Effortlessly Denim

Raw, simple and uncomplicated, ‘Effortlessly Denim’ highlights the understated fabric that has become an iconic staple in everyone’s wardrobe. Discover the essential denim collection to elevate your style this summer effortlessly.

EDITORIAL

The Taylor Bag

Powering style confidence with PEDROSTUDIO, the new TAYLOR bag is created for the discerning woman who deserves the best. An effortless style essential that is luxurious and sophisticated, this bag is designed for the discerning, empowered woman who knows what she wants.

EDITORIAL

A Blue Summer

Featuring a series of products in blue, ‘A Blue Summer’ is inspired by the flow of life in summer. This collection encapsulates the essence of summer with blue and yellow hues that eludes the idea of a comforting sunset in a warm summer. Discover this collection for a tasteful casual summer look.

EDITORIAL

Women Can Do It Too

This International Women’s Day, PEDRO spotlights five aspiring women from various industries to celebrate their honorable achievements and share their stories to inspire and empower many more. Dressed in multiple shades of pink, the ladies redefined the soft and delicate assumed colour with a touch of their vivid character and shined with confidence, elegant yet powerful.

STYLING

Step Into Spring

Spring is upon us. What better way to carry on your trans-seasonal wardrobe than with some fashion forward accessories in this season’s must have colors. Get updated with styling tips from the latest runway approved colors.

EDITORIAL

Pushing Boundaries

A special collaboration between LASALLE College of the Arts and PEDRO, has final year students from the Diploma in Creative Direction for Fashion - Joseph Poh, Zuaipy Fariqa Santiago, Wang Shi Wen and Wang Lei, producing a set of dynamic visual assets that relooks at the EOS campaign from a different perspective.

EDITORIAL

LASALLE Partnership

At PEDRO, we believe in being the voice for the new generation. This season, PEDRO partners with Diploma in Creative Direction for Fashion from LASALLE College of the Arts to create special creative content for new signature sneaker, EOS.

EDITORIAL

PEDRO Studio

PEDROSTUDIO is a collection that sits differently from the main PEDRO women line, where special emphasis and attention is placed on its details and design.

EDITORIAL

EOS SERIES SPRING 2022

Drawing inspiration from the Greek Goddess of Dawn, a representation of new beginnings and a symbol of optimism, PEDRO unveils our brand new 2022 signature sneakers, The EOS Series. The latest addition to PEDRO’s Signature Sneakers line is a depiction of effortless with a twist. This series is a dialogue around the hope and optimism of our ever-changing environments, embodying our energized spirits and boldness to seize the day and take on any challenge effortlessly.

TÊTE-À-TÊTE

Couple Goals

PEDRO catches up with Nic Liew and Douglas Tan, models and real-life couple, who fronted PEDRO Valentine’s Day Capsule Campaign. Read on to find out more about how their love blooms, on and off set.

CAMPAIGN

Manoeuvre To Live Anew

This Spring, PEDRO further embraces the joy in accessorizing with our Spring 2022 collection showcasing key current highlights for PEDRO Women and PEDRO Men. Entitled Manoeuvre to Live Anew, this campaign is an abstract exploration of renewed hope. Discover the essential fashion accoutrements to elevate your style, effortlessly.

EDITORIAL

Love Blooms

This February, PEDRO celebrates Valentine’s Day with our Love Blooms capsule that interprets subtle modern romance and the preservation of love. Spend this V-Day with your loved ones in style with the latest Love Blooms capsule from PEDRO, designed for the modern and effortless women and men. The unisex appeal in this collection is what makes it outstanding and can be easily styled into any outfit, making it an ideal gift of love for any important being, proving that love is indeed unconditional.

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Stripes And Blooms

PEDRO collaborates with Shanghai-based illustrator Jude Chan this Lunar New Year on an extra special product that is exclusively available in China. Read on to discover more.

EDITORIAL

The Art of Prosperity

This Lunar New Year, PEDRO adds a dose of style and sophistication to its special Year of Tigervcapsule collection. A juxtaposition of modern trend sensibilities with traditional artistic values, this collection pays homage to the majestic Tiger with pieces for men and women. Discover below, Effortless Essentials to complement your celebratory looks this spring.

EDITORIAL

PEDRO Studio

When it comes to looking great, we mean business. Start your year right while maintaining that luminous glow with these timeless yet updated leather fashion essentials. Scroll down to uncover the right key accessories to elevate your power look.

INTERVIEW

Style Savant

Meet Echeru, PEDRO Singapore’s first style advisor and your personal fashion steward to getting you look effortlessly stylish.

STYLING

Why Is Fashion Label PEDRO So Worth Getting?

PEDRO is an effortless fashion essential brand, focusing on exclusive designs. No more suffering from outfit clashes!

EDITORIAL

Gentle Flows

An ode to the Earth, the rePEDRO Winter 22 Collection takes a soft yet impactful approach with its eco-conscious make and design. Made not only for the style-conscious, but for those who are looking for fashionable essentials that were concepted with a difference as well. Discover more below.

EDITORIAL

'Tis The Season

Ready to party? This festive season we are putting on our dancing shoes and celebrating with our loved ones for a Holiday to remember. Add a little sparkle (figuratively and literally!) and jazz up your look, however small or big the party. We hope you find these little gems to add a touch of sparkle for your warm and intimate moments full of surprises, joy and laughter.

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Razzle Dazzle

This festive season, party in style with all that PEDRO has to offer. Whether it is an intimate dressy night in to usher in the festivities or a sophisticated daytime celebration with family and friends, there is definitely something for everyone. This festive season, regardless the crowd size, you have every right to party while looking fabulous with our newest range of shoes and bags. Glamorous and glittery, dressing up just got way more effortless.

EDITORIAL

The Tectonic Series

Inspired by topography landscaping, a study on shapes and features of land surfaces, we infuse the contour and layering lines that forms the essence of the outsole. The PEDRO TECTONIC series returns and is a conversation around architectural design and our ever-changing environment, that shifted our design perspective.

EDITORIAL

Small Gifts, Big Thoughts

It is never too early to start shopping for loved ones. From glamorous hedonists to fashion-forward homebodies, or even those with an acquired style, we have the ideal accessory gift for your favorite person.

TÊTE-À-TÊTE

Style Tri-Factor

Choann, Kaigin and Dingwei - three dynamic individuals who PEDRO had the privilege to work with in our latest FW21 – Change is to Evolve. Read on to learn about what makes them live a little more.

TÊTE-À-TÊTE

An Eye for Details

We caught up with Li Jing, the  designer with punctilious charms and the one who gave PEDRO, the indelible brand symbol in PEDRO Icon Collections.

TÊTE-À-TÊTE

Familiar Spaces, Scattered Sentiments

A first for him venturing away from collage and image making. This is the first photo series by local artist Dylan Chan in collaboration with PEDRO, showcasing their new winter products.