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Shifting from supplier to brand owner

A dedicated supplier worked his way to become owner and CEO of long-time clothing brand.
By Carlo P. Mallo |

There is nothing like wearing your school color on your sleeve, two decades after graduation, especially when that color reminds you of the sleepless nights doing your thesis requirement and of terror professors who wanted nothing less than perfection.


[related|post]That is exactly how Benzon Tan feels everyday when he gets behind the desk and takes on the role as president and owner of Filipino apparel brand, Blued Clothing Inc. Blued started as a thesis requirement of four Ateneo de Manila University students back in 1991. From conquering the halls of the Ateneo, Blued proved its appeal to the taste of students from other universities. Now, the brand is setting its eyes on the provinces where major brands, local and foreign, have not yet gained foothold.


Blued originally offered a range of casual wear for men, from shirts to vests and jackets. It has since expanded its products to include clothing for women. It has also expanded its clientele to people even in their 40s.



Tan, however, is not the original owner of Blued—he started out as a supplier to the brand when it entered the mainstream retail industry in the early 1990s. “But I am not someone strange to the brand or someone from out of the blue who appeared to take over,” says Tan. Believing in the potential of Blued, Tan acquired shares in the company until he became its sole owner and president in the early 1990s.


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