Daily Tribune: Quality Wears Well (Van Laack)

Written by: Gabrielle Borromeo

Published in the Daily Tribune (Life Style section) on Monday, 19 March 2012.

People around the world have their own money story to tell - a story of choices and different decisions; a story of money well spent and money squandered. It’s easier to understand when wealthy people buy expensive clothes and the less fortunate save more because it’s more appropriate in their situation. Truth be told, sometimes it’s the other way around. There are those who, even with much wealth, decide to buy less expensive clothes, while others with not much cash splurge on expensive, branded items.

I went on a hunt to solve the puzzle and the responses I got were varied. One asked me to look seven steps ahead after buying a cheap shirt: what happens to it after several months? I had to admit, sometimes the colors fade easily; sometimes the fabric weakens that a swivel of the shoulders would rip the sides.

Another told me that when buying expensive clothes, it’s not always the name you’re buying but the quality and safety of the material that they can guarantee. Being a spendthrift fashion addict, buying expensive clothes started to make some sense. Although I know nothing lasts forever, it’s still wiser to spend on what lasts longer because with such price comes a prize.

Hinging his clothing concept on this premise, Heinrich van Laack brought to life his vision of manufacturing luxurious shirts. 

In 1881 in Berlin, Germany, he, with two other partners Wilhelm Schmitz und Gustav Eltschig, established the van Laack clothing company. In the 1920’s or the so called “golden 20s” van Laack became one of the first branded products finding its place in the fashion industry.

Heinrich van Laack developed the logo of van Laack with the slogan “van Laack – the royal shirt” and further improved the materials used for the signature three-holed buttons as business progressed.  

After the Second World War, Heinrich Hoffman acquired the clothing company. From Berlin, he relocated the production facilities to Monchengladbach, just when Germany’s economic boom proved to be a success for the company.

Rolf Hoffman, like his father, brought many innovations into the business after he took over in 1970. He expanded the company into international markets. In 1983, a new page was turned for the van Laack brand, the home wear and nightwear for men, the clothing line that paved the way for its future.

The objective to further increase the exclusivity of the van Laack clothing company was the goal of a textile manufacturer, Christian von Daniels, who acquired the company in 2002. Von Daniels is of the strongest forces that brought van Laack to the world where it is now, especially in the year of 2005 where it had a presence in five continents and 50 countries. In 2006, van Laack celebrated its 125^th year, and Christian von Daniels didn’t stop there.

He continued to focus on expanding into the American market. And his dreams came true in the first van Laack store to hit the USA in Madison Avenue, New York. 

This year, just a day before Valentine's Day, Von Daniels brought his dream further into the Asian market and the van Laack clothing brand was launched in Greenbelt 5, Makati City.

Philippine actor, Albert Martinez wearing Van Laack on the runway.

Philippine actor, Albert Martinez

Philippine actor, Albert Martinez

Philippine actor, Albert Martinez wearing Van Laack on the runway.

The introduction began first with a ribbon-cutting ceremony, trailed by cocktails from The French Baker, which catered really amazing appetizers. A fashion show was then presented at the Fashion Walk. The clothing line was modeled by some celebrity and personality models such as Felix Ang (CATS Motor President), Rep. Sonny Angara (Representative of the District of Aurora), Commissioner Andy Bautista, David Celdran (TV host), Philip Cu-Unjieng (columnist and media personality), “dentist of the stars” Dr. Mark Gan, Kasigod Jamias (F.E. Zuellig President), Edmund Lee (Citisec Online), Raul Manzano (magazine editor), Albert Martinez (actor), Jimmy Napoles, Dr. Gregorio Pastorfide (premiere obstetrics and gynecology expert), Mannix Pena (Ethos Strategy and Bagabons), Atty. Rodolfo Ponferrada, Richard Tiu, Mike Toledo (Weber Shandwick Manila president and CEO) and Lester Yao. They sauntered through the runway with buoyancy, confidence and pride.

Aside from launching their show in the love month, van Laack as a sign of love for the Filipino children, donated a major portion of its proceeds to the EJ Litton Foundation. This charity was created to serve the educational, medical and basic needs of the impoverished Filipino children.

Van Laack began as a luxurious fashion brand with Italian flannel, silk, or cashmere materials, all with the label’s signature three-holed buttons. Throughout the centuries, it has remained superior in its class. The manufacturing quality is evident in the slightest of tailoring details and the choice of solid, gingham, plaid, or striped-print designs that highlight the fashion personalities of the wearer.

Van Laack is located at the first floor of Greenbelt 5. For more details, visit http://www.vanlaack.de.