VIKTOR IN AUSTRALIA

VIKTOR is now available in Australia.
Please check out http://viktorjeans-oz.com

DESIGNER JEANS, THY NAME IS VIKTOR

By Chupsie Medina
INQUIRER.net
First Posted 03:28:00 12/12/2008
Photos by Walter C. Villa


If there is one thing you can be sure about Ino Caluza, it’s his extensive knowledge of jeans. The founder of Viktor Denim Republik Inc., 30-year-old Ino is a self-confessed serial jeans collector. “I have about a hundred pairs of jeans,” he admits. And these are not your commercial mall-available brands.

Ino’s passion for jeans is largely the reason why he became an entrepreneur five years ago. Many in his collection, while carrying premium and exclusive brands, did not fully fit his expectations. “I ended up wearing three to five jeans over and over again,” he says.

The other reason why he chose to buy his own materials and have them custom-made was the cost. Good Italian or European jeans were often priced in five figures. His earnings as a graphic designer were no match for his fashion appetite. “I saw this as an opportunity to save money,” says Ino.

“I went to Divisoria [Manila’s flea market area] to buy cloths, brought them to Marikina where all those fake jeans tailors worked, offered to pay them double their rates as long as they stuck to my meticulous sewing and cutting instructions,” Ino says.

PREMIUM PRICING

Friends liked the custom-designed jeans they saw on Ino and placed orders. Taking advantage of the opportunity, Ino put a name on the jeans.

First, it was the Viktor tag. Then, to differentiate age segments, Ino introduced Vik to cater to the youth aged 22 and below, and Viktorino for children. Recently, to establish his premium brand, Lord Viktor was born.

“This is the higher-priced jeans not only because of the more expensive materials but even the sewing process,” he says.

Capitalizing on the brand, Viktor jeans set out to reach a new market that he saw was largely untapped. Like most party animals, Ino and his friends were fastidious dressers, who would pay for good quality clothing at premium pricing, even if these were locally made.

Pricing indeed became one of the differentiating factors in Ino’s business. He opened a new market in the country among fashionistas, who were willing to buy a pair of branded jeans that was not as expensive as those coming out from signature denim fashion houses in Japan, the United States and Europe, but were well made.

By paying P2,000-P4,000 more, Viktor clients were able to buy perfectly fit jeans to suit their taste, and still be comfortable wearing them at a star-studded occasion without fear of bumping into someone donning the same designed pair.

The Lord Viktor tag, which sells for P1,000-P2,000 more than the ordinary Viktor jeans that go for P3,000 to P5,000 each, likewise found a clientele base that preferred only the best materials and workmanship.

GOIN PLACES

With the growing number of customers queuing for their fitting, Ino’s carefully designed corner in his condo unit became too small. This was when he decided to open a shop in The Podium, an upscale mall in the Ortigas business district. Incidentally, this also encouraged him to pursue a ready-to-wear line.

Moving to The Podium gave the business more accessibility, not only with his long-standing clients, but with new customers, who would patronize other shops at the high-end mall.

In early 2007, a year after opening Viktor in The Podium, he brought the brand to the newly opened TriNoma mall in Quezon City. Sales were low in the first few months, which Ino attributed to the fact that the mall was relatively new and the specific location of the jeans shop was not the most ideal.

In contrast, the new Viktor in the high-end Greenbelt 5 mall in the Makati business district is faring better and opening doors that Ino had only dared to dream of.

“We have more expatriate clients in Greenbelt 5, foreigners who do not quibble too much about the cost of a pair of jeans and instead are happy with good quality fabric and make,” he says.

One FilipinoAustralianclient had become so enamored with Viktor jeans that he proposed to bring the brand to Sydney. That’s now in the pipeline, although Ino says he has already started shipping pairs by the bulk to the city.

This month, Viktor will definitely be in Singapore’s pricey Black Market, a boutique that is known to carry exclusive brands. “I have always believed in thinking big. I had dreamed of Viktor in Asia. I continue to dream of Viktor in the world,” he says.

RESPONSIBLE EMPLOYEER

Now that Ino has with finality chosen the path of entrepreneurship, he has also opted to don the role of a socially responsible provider to his employees and family. “My three sisters and their husbands are part of the business. And my employees are part of the family,” he says.

There is now a three-story building in Antipolo City, where his atelier and production line are housed. Many of the people, who work with him are the original staff—cutters, sewers, fitters—who Ino had trained when the business was just starting. And Ino intends to keep these people for as long as he can.

The growing responsibility perhaps is also the reason why he cannot stop innovating.

“You have to have a new idea every month. Never be complacent,” he says.

True enough, there is always something new in his shops.

Through it all, despite the demands of the business on him, Ino says he continues to enjoy what he is doing. “You have to have a passion for your business. This is what keeps me going.”

INO CALUZA: Lord of Denim

Djong Tan
Masigasig (Small & Medium Businesses)
May 2007

Maong, jeans, denim. No matter what it’s called, one thing’s for sure: we Filipinos love to wear them. And because of that, Victorino “Ino” Caluza is making fortune out of creating the perfect pair of jeans for his clients.

This denim fanatic admits that he used to buy hordes of expensive jeans. “I used to be a collector of Diesel Jeans; then I realized that I’d been spending so much money buying them, he relates. So one day, he set off for Divisoria, bought some denim fabric, and went to a tailor. Since he was a graphic designer at that time, he was able to give the tailor a pretty specific sketch of of what he wanted his jeans to look like. He had no plans of turning venture into a business, until his friends saw his jeans and decided that they wanted their own pair.
That was how Viktor Jeans came into being. Now, it’s one of the hottest designer denim brands in the country today. “Viktor jeans is all about customized denim, “ Ino explains. ”We do jeans depending on your body type, your preference when it comes to lifestyle, and even your fashion style for the moment. “The company’s thrust is quite simple, to give you the best fitting jeans you’ll ever own in your life. Celebrities, fashionistas and denim lovers (all of whom Ino refuses to name) swear by his jeans.

In the beginning, Ino would only accept clients by appointment at his Ortigas condo unit. Word of mouth help build the brand into success that it is today. In fact, word of mouth is still the only way he market his jeans. Due to the label’s popularity, he had to set up a more accessible store at The Podium. That’s where Ino encountered his biggest setbacks.
“”It was easier in Megaplaza. Normally, when you go to the condo at that time, (You already have an idea) what to expect—I like hat. But here (in Podium), it’s a different ballgame, “ Ino says. “(There are) walk-ins and sometimes people don’t have any idea about the jeans at all. “ He laments that some clients don’t get personalized jeans concept—the fact that each pair is a work of art made for you—and they balk at the price, which ranges from P3000 to P5000. And other client insist on what they want and then realize that what they want doesn’t suit them all.
He tries to each a compromise with clients by advising them about the fit, and how the actual jeans will come out.”In my case, I always give an honest opinion. (If it will not suit you), I’ll tell you right away,” Ino states. “You have to guide them very well.”
Aside from some minor client problems, Ino also admits that going it alone can be quite challenging at times. “The business side and the artist in me have to complement, or else (nothing will happen).” Admittedly more creative than business-oriented, Ino recounts times that he get so stressed because he has to think of the financial aspect of doing a business, while thinking about new designs.

Rather than dwelling on stress levels, however, Ino simply chooses to face the entire process head on. With his usual discipline, he focuses on the business aspect when need be, and finds mental release when working on the creative side. Of course, his BS Math degree from the University of Sto. Tomas has helped—making him no stranger to numbers and figures. After all, when he decided to take jeans-making to higher level, he knew what he was getting into. And he knows he has no reason to complain. “I realized that finally, I found something that I want to do for the rest of my life,” he says beaming with pride. For someone who’s barely in his 30’s, that is quite an achievement.
In fact, Ino recognizes that his age is a large part of his success. In business, although mature and older people have the advantage of experience, the creativity and energy of young entrepreneurs play a big role in success of their ventures. “(My youth) helps me a lot because, syempre yung ideas mo, mas bago,” he reflects.
Ino won’t stop with Viktor, though. He has plans for Vik, a more affordable line denim, and Lord Viktor, which will go beyond denim and into more serious realm of suits. I guess (my youth makes me) more aggressive. I’m not the only one who’s doing this (making jeans), but I’m the only one who’s doing with a brand.”

For the Love of Jeans

By Djong Tan
People Asia Magazine 04/21/2007

Passion has often been the driving force for successful entrepreneurs, like Ino Caluza whose Viktor Jeans are starting to become a byword among serious denim lovers.

In past issues of this magazine, we have seen how passion has brought success to various entrepreneurs. Jay Aldeguer turned his frustration into inspiration by opening Islands Souvenirs, a souvenir chain where one can find colorful products that we can bring home as pasalubong. On the other hand, photography and his incessant hunger for learning new things propelled John Chua to become a leader in the field of advertising photography. From humble beginnings as an insurance photographer, Chua is now a maverick in the world of photography.


And now comes Victorino "Ino" Caluza, whose love for jeans has fueled a fashion wildfire. This BS Math graduate from the University of Santo Tomas started out in graphic design before building the customized jeans brand, Viktor. Based on his myriad interests – painting, architecture, graphic design, and travel – he chose to take control of his own wardrobe and create jeans that fit him perfectly.

"I realized I've been spending too much buying imported jeans," he narrates, recalling the major turning point that gave us Viktor Jeans. "I was a collector of Diesel jeans before, and I just decided that if I'm going to spend all my salary buying all this, might as well make my own."

So Caluza took a trip to a local tailor, who specializes in creating imitations of various brands of jeans. Drawing from his expertise as a graphic designer, he created his own jeans using his computer, using his BS Math background in assigning the most accurate spacing and parameters on his first design – the V1. After the first prototype was made, Caluza tried it on for size, and earned the admiration of his friends, eventually getting him to design jeans for them as well.

Three years later, we find Caluza in his very own store at The Podium, entertaining clients, offering pieces of service advice to his denim specialists. Surprisingly, Viktor Jeans's "design" philosophy is actually not centered on the design.

"Viktor is not about design, it's about the fit. If it doesn't fit you well, then it doesn't mean anything," Caluza asserts. Aside from having the perfect fit, a pair of Viktors will reflect your own style and flair. You can customize your precious pair by embellishing it with leather, choosing the color of the stitching, the fabric, the rivets – everything.

So how does one go about acquiring a pair of Viktors? You can either come as a walk-in client, or, if you want undivided attention, an appointment can also be arranged. You can set an appointment with either one of the denim specialists, or with the denim guru himself. During your visit to the store, you will be given advice on the perfect pair for you, depending on your lifestyle, and how you will use the pants. You will get fitted and measured, and you get to choose your embellishments as well.

It takes about seven to 15 days to make one pair with the proper measurements and the corresponding designs. Once it's done, you will be informed that you can now try your new jeans on. Once you try it on, and find everything in perfect order, you can walk out of the store wearing your new pair. However, if you're not satisfied, they will alter it to your specifications, free of charge.

But it's not like going to your tailor and having a pair of pants made. Viktor is more than that. It has a style series that you can choose from. First, there’s the V1 Series, which is the first pair that Caluza designed.

"It's very classic, it won't go out of style," he describes. His bestsellers to date are the Viktor Premiums. This style is known for its leather accents, and though more expensive than the V1s, they attract clients because of their "collectibility." "They're numbered, so you'll know kung pang-ilan ka sa nag-order," Caluza explains.

He also has the VO range, which stands for Viktor Originals. This collection is not numbered, and anyone can order them. The most expensive of the lot is the VX, or the Viktor Exclusive. Only 60 pairs of jeans were made in this range. These are also numbered, like the Premiums, but the difference is, VXs are limited. So once the 60 pairs are sold, you can no longer have that design made.

It's clear that after three years, he has learned the ins and outs of the denim industry. One of these is getting to know his market. "I did not have a fashion background. But I know what guys want for their pants. But with girls, there's a lot to consider," he shares.

"Guys and girls have different aesthetics when it comes to jeans. With girls, they want their jeans to look like a second skin already. With guys, no way. We guys treat our jeans in a very utilitarian way – use all pockets. With girls, you wouldn't even dare."

He is now applying every little tidbit he has learned to his business, expanding and improving on it little by little. For starters, aside from denim, Viktor now offers canvas, twill, camouflage, and even corduroy material. Though these are not readily available, and require special request, it's a testament to the brand's expansion. And aside from jeans, he has included jackets, skirts, shorts, capris and other denim products.

He has also embarked on a bid to conquer other parts of the globe. Right now, Caluza is starting to cater to clients in Singapore. "I just did my first two batches in Singapore. Every two weeks I'm supposed to go there," he says.

Speaking of further expansion, Manila will soon be witness to the unveiling of two new lines – Vik and Lord Viktor. Vik, as Caluza says, is "the younger version. It's cheaper, but it's for a younger market." To be released this May, Vik operates on the same concept as Viktor in that it also specializes in customized jeans. "But I have to explain how we're going to cut the cost. There will be less choices, especially the fabric. And less styles," he explains.

Lord Viktor, on the other hand, is targeted for the folks at the other end of the spectrum. "It's a mature Viktor. You don't expect these people (clients of Viktor) to wear jeans all the time. Somehow, they will go to a wedding, and they need suits. Or they have an important occasion and they need slacks. That's where Lord Viktor comes in," Caluza relates. This line will be available next year.

As for the future of Viktor Jeans in the country, avid Viktor collectors can look forward to a new series. Caluza will be launching the Gamma Series very, very soon, which he calls his "world domination series."

"Right now, as you can see, there's no label on it, no care instructions. With the Gamma version, you'll see everything already. Parang ready na siya for export, for international recognition," he says proudly. Every pair from the Gamma Series will include a tag of sorts in the pocket, indicating the number of the pair, the tailor's name, the date of purchase, even the name of your denim specialist. It also comes with the line, "This Viktor is specifically made for ___. Hope you get laid."

The last line is Viktor's current tagline and selling point. Caluza says he coined it when he was asked why anyone should invest in a good pair of Viktors. "Because a good pair of Viktors can get you laid," he replies with a flourish.

Slowly but surely, he is turning his passion into a denim behemoth – expanding his offerings, catering to clients overseas, and creating new brands to suit more clients. He has managed to turn the everyday pants of the normal Pinoy into something more glamorous and desirable. And it all started with a pair of je

Filipino and Proud: VIKTOR Couture Jeans

Cherry Pacheco-Uy
Posted in Cherry's Picks, Fashion for Women | Send to a Friend |

Question: Why pay P4,000+ for a pair of locally-made jeans, if you can buy an imported pair for less?

Answer: Because a good pair of Viktor can get you laid.

So goes the mantra at VIKTOR, where jeans are custom-designed to fit each client so that figure flaws are minimized, assets enhanced. In fact, each pair of VIKTOR jeans comes with a 15-day warranty: during this period, you can bring your jeans back for adjustments for free. (Beyond 15 days, alterations will be charged a minimal fee of P300.)

VIKTOR is owned by Ino Caluza. Viktor comes from his birth name, Victorino. I changed the c to k to give it a more Russian feel, Ino jokes. Wala lang.

Ino knows the obsession and frustration that comes with finding the perfect pair of jeans. Especially with skinny jeans they are not the most forgiving styleIno can help you with the usual problemstoo tight, too fattening, too long, too short, too low, etc.

The first step in getting your pair of VIKTOR is to try on the jeans on display for size and design. If a pair fits you perfectly, they will use that pattern and you can choose the design. In case you want tweaking, then they will take your measurements. His able sales clerks-slash-models Carlos and Joseph will happily do that for you. Or, if you prefer, you may call the store in advance and set an appointment with Ino himself. Ino suggests that you come in your favorite pair of jeans so that they have an idea of how you want the jeans to fit, or how he can improve the fit of your new pair.

Warning, though, Ino can be very blunt (in a nice way, he claims). If, say, you insist on a particular style or wash that is totally against his religion (elephant pants, bell bottoms, acid-wash), he will not hesitate to say no. Or worse, if, for example you insist on super-skinny jeans, but you have ample saddle bags (as most Asians do), he will point this out and suggest you order a pair that is not too tapered.

90% of his jeans are stretch material, done in a serious and very slimming dark wash. Apart from jeans, he can also make skirts and jackets.

Whats hot now? As you can seevery dark wash, skinny or straight cut. But I can do any style, as long as it pleases both the client and myself.

What makes your jeans special? Its all about the fit. My jeans are couture not because theyre over-embellished but because they are customized to fit. There are unique details (leather cut-outs, zips, etc), but theyre not over-done.

Who buys from you? 60% female, 40% male, aged 25 up. I know my price is a bit steep for teens, that is why Ill be coming up with a younger line, VIK, at the Mall of Asia, very soon. Couture jeans will be priced at P2000-P3000. But I will also be opening a higher-end line, LORD VIKTOR, in Greenbelt 5.

Who would be your dream client? Imelda Marcos? I have made jeans for Mr. & Mrs. Cojuangco and family, so it would be interesting to see what Imelda Marcos would like.
How long does it take to have jeans made? Anywhere from 7 to 15 days. In case you want a rush job (3 days), just add P300.

All the jeans are numbered. The V originals they can make in an unlimited number. The Premiums and Exclusives, on the other hand, are limited. After they reach a pre-determined number, they will stop making the design.

If you want a pair designed exclusively for you, meaning NO ONE else can have that pair, the price starts at P7000 up.

* VIKTOR is located at the 4/L The Podium, San Miguel Drive, Ortigas Center, Pasig City. Tel: 631-6440.

Perfect Fit!

TRAVEL Log
Mabuhay Magazine
Walter Villa
June 2006



Shopping for the perfect pair of jeans is no easy task. How often does one find jeans with the most flattering cut, shade, and texture? At Viktor Jeans (4/f The Podium, Ortigas Center, Mandaluyong City, Mobile no. 09178504543, email: matalino101@hotmail.com), the jeans are custom fitted, guaranteeing a perfect fit for every pair. Clients can also choose from a hundreds of denim cloth swatches of various colors, washes and textures. If you wish, the jeans can be jazzed up Swarovski crystals, leather trimmings, zippers, studs, and the signature V belt loop. A Viktor fittinhg includes choosing from almost 30 designs and some exclusive limited edition jeans (limited to 60 pairs). A Viktor pair will set you back anywhere between 3,500 to 5,000 pesos. The store is named after owner and designer Victorino Caluza Jr. Manila fashionista’s have picked up on the rising trend and word has it Viktor will be taking on Singapore pretty soon.

VIKTOR OPENING AT THE PODIUM

SPLASH DANCE

By Alex Vergara

PDI/MARCH 17,2006


Two years after coming up with his first pair of made-to-order jeans, Victorino "Ino" Caluza still feels a
bit queasy whenever people describe his creations as "couture."

Apart from its trademark leather trimmings on the back pockets, V-shaped belt loops and ocassional
hint of Swarovski beads, Caluza's jeans line under his very own Viktor (6880357) label is bereft of
major embellishments. Of course, something as de rigueur as top-stitching doesnt count.

"People always associate couture with decorations,"he says. "I'm more concerned with the fit. But
if you consider made-to-order stuff couture, then my jeans probably are."

The former art director of an in-flight magazine may balk at putting too much trimmings on his
jeans, but he's proud of the fact that not a few of his clients went home happy after slipping into
perfect-fitting pair.

Caluza's love affair with jeans and his search for the ideal but affordable pair led him design his own.He
even designed a suit made entirely of denim when doing so was unheard in the Philippines.

"Friends started noticing what I was wearing and, before I knew it, I was already taking their orders,"he says.
"To cater to a growing clientele, I will be opening my first mall outlet on April 1 at the fourth level of
The Podium."

At the end of the day, he adds, finding the right pair of jeans has nothing to do with its brand, price and
yes, embellishments. It has everything to do with fit.This explains why a growing number of clients are
willing to brave the traffic and spend precious time fitting.

"It doesn't matter if a pair costs a mere P250," adds Caluza. "If the fit is perfect, chances are you are
going to wear it more often than the more expensive but ill-fitting imported pair."


FIGURE FLAWS

In fact, Caluza seems to have learned by heart the typical Filipino's figure flaws. Not a few young women,for
instance, have big hips and small waistlines. Most guys, on the other hand, have short legs, flat behinds
and ample waistlines.

He advises women with big hips to invest in good pair or two flattering boot-cut jeans.But the short guy is
better of sticking to straight legs, as the boot-cut silhouette can only make himlook smaller.

"Men with less-than-ample behinds should look for the right low-rise jeans," Caluza adds.

Addressing a person's specific figure is just half of it. Before Caluza sits down and takes a client's
measurements, he first conducts a so called lifestyle assessment.

"I usually recommend a style jeans based primarily on what client does," he says. "It also helps to know
if he or she is a day or night person. If the client loves to party, then he or she would need a more
unique or striking pair."

Caluza may have limited his offerings to three design series V(P3700-P4000), VP (P4900) and premium
VX (P5000-P5500)-but each presents numerous "permutations" that are limited only by the user's
imagination and chutzpah.

For starters, the designer has a wide range of materials in various colors, washes, weights and grades
at his disposal.After his first year in the business, he added cotton twill, canvass and even camouflage--
as in military jigsaw print---to his extensive inventory of denim fabrics.

"Rambo meets "Brokeback Mountain?"Couture jeans has never looked this radical.