INNOVATION has been said to be the main motivation of most collaborations because it offers two brands, usually of opposing disciplines, the ideal opportunity to explore the possibilities of each other?s expertise, possibly to bring about a totally new brand that translates into a happy payday for both.

From cosmetic companies, sport equipment, hoteliers and fashion brands, co-branding is the go-to marketing strategy of bringing something fresh to the table. Nowhere is this more visually evident then in the field of design, because at the heart of the most successful of these collaborations is the ideal balance of creative freedom and financial security.

Finding the right collaborator is a lot like going to one?s first dance. Hardly anyone gets it right the first time around. Collezione C2, spawned eight years ago by 36-year-old clothing manufacturer Collezione, was created to target a younger market. Under managing director Joey Qua, C2 finally settled on veteran fashion designer, 44-year-old Rhett Eala in 2006.

?We wanted to capture the imagination of the new generation through our brand of clothing, and we wanted to do it by promoting nationalism, genuine Philippine artistry through design and style,? says Joey. Tasked to breathe ?street credibility? with a nationalistic flavor into C2 casual sportswear collection, Rhett honed in on creating ?the next iconic T-shirt,? the wardrobe staple of 99 percent of the Filipino population.

With the assortment of casual clothing out there, making an impact in RTW (ready-to-wear) fashion is no mean feat. Considering the competition, the fashion savvy shoppers and everyone?s tight budgets, the already difficult playing field presented a challenge that few designers choose to take.? I was actually thinking I wanted to design T-shirts when Joey asked me if I was interested in collaborating with them. I knew nothing about the Collezione, but I got along with Joey and he gave me a free hand,? says Rhett.

So how does a background of designing pretty wedding ensembles translate into crafting cool T-shirt couture? Can one designer do both without confusing his market or losing his style identity? Rhett, collaborating closely with Joey, pulls it off wittily and fabulously utilizing a widely recognized and seemingly mundane visual?the Philippine map.

?The map came about because I wanted something really Pinoy. It was a small idea but my head wrapped around it and wouldn?t let go?I thought of how people wore the Ralph Lauren (Polo Pony) and I thought, why not wear the Philippine Map? I asked myself if I would wear it.? Not only does Rhett wear his shirt but is now forced to carry a box of the same shirts in his car because people have literally stopped him on the street to buy it off his back.

The popularity of his map shirt stems not only from the nationalistic fervor it inspires but the quality of the shirt itself. This is where Joey plays a big role as each shirt is not only developed conceptually in the Philippines but, unlike other brands, is manufactured here as well. Rhett?s proximity to the manufacturing area has insured that quality control is strict. But he credits Collezione for running a tight ship and consistently using quality materials.

?RTW should never be over-designed because the big impact is in the details. Kailangan may dating (it has to make an impression) no matter how basic the item. If I do a black T-shirt, I make sure that the material used feels good against one?s skin and is comfortable for the wearer. Good fabric is the key,? says Rhett.

One would imagine that all this talk of quality makes for a hefty price tag. But at P640 a collared shirt, they are literally flying off the shelves in all colors. Apparently the average customer buys a minimum of eight pieces. Numbers aside, Rhett says he was most shocked by the market?s positive response and pride in donning the map shirt. Currently relying mostly on word of mouth and viral marketing, the shirts have been received well even by the hard to please local fashionista crowd.

In wanting to make nationalism wearable and accessible to Filipinos, C2 may have inadvertently tapped right into the market?s pulse. From the objective of making Collezione C2 relevant, the brand has established a new appeal in literally encouraging Filipinos to proudly wear their heart on their sleeve. Joey says: ?I think the Filipinos of today are considered ?world-class citizens? and therefore we?d like to produce products that are ?world-class.? Filipinos come from very diverse backgrounds, culturally, politically, religiously, etc. And we want our brand of clothing to unite all Filipinos, despite our innate differences, with a common thread that binds us all, which is our nationality! The Filipinos? aesthetic sensibilities maintain a sense of individuality; but are nevertheless still united by their nationality.?

Clearly what makes this collaboration a success is the shared vision of making nationalism more hip, Rhett?s creativity and depth of experience melding with Collezione?s consistent and uncompromising quality and their clearly defined roles and responsibilities. Success at anything requires many factors falling into place at exactly the right time. Is ?fashionalism? (nationalistic fashion) the next big thing? If you?re hip, like wearing T-shirts and are proud to be Pinoy, then yes?welcome to the dance. ?

Find C2 shirts in 20 stores throughout Metro Manila and in most department stores.