Digital prints for the boys, edgy florals for the girls


DANIEL Padilla

After playing around with colors like neon brights and loud prints, local clothing brand Bum takes on a more subdued but still-exciting design approach for its back-to-school collection called “My ATEEtude: I Am Not Typical.”

According to Benny Reyes, senior merchandiser and designer for Bum, loyal patrons can expect this new collection to still bear the brand’s signature “rebel/emo” look. But the neon brights are now used as accents to enhance the focus on a new element: digital prints.

“Digital prints are all the rage now,” says Reyes. “They come in different forms. And this trend will continue throughout the rest of the year.”

Denim will still be the focal fabric for most of the bottoms, but the brand will continue to work on new fabrics.

“We have chambray shorts, or those above-the-knee Bermuda shorts for guys. They may be new to our target market, but already the early adapters have bought them,” says Reyes.

“We still have those splattered prints, both for the tops and bottoms, that have become part of Bum’s trademark.”

Bum is available in leading department stores nationwide. Visit or like on Facebook at

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