LOJEL Celebrates Everyday Movement with Expanded NIRU Collection Featuring Filipino Artists and Creatives

Every journey begins somewhere — often built through the everyday moments that quietly propel us forward. LOJEL, the Japanese travel goods brand established in 1989, is expanding its NIRU Collection with six new styles designed to adapt to every moment of modern life.

Rooted in LOJEL's philosophy of purposeful design, the expanded collection combines versatility with understated aesthetics, featuring durable recycled nylon paired with LWG Certified full-grain leather. The use of recycled materials reflects a broader shift across the fashion and accessories industry toward responsibly sourced inputs, while LWG certification signals compliance with recognized environmental standards in leather manufacturing. The pieces are designed to transition seamlessly between environments while offering intuitive organization and everyday functionality.

The NIRU Collection

Designed around an evolving lifestyle, the Niru Collection offers twelve silhouettes spanning weekender bags, backpacks, totes, slings, and crossbody bags.

Travel Bags

NIRU's travel bags offer spacious versatility for journeys beyond the everyday. The 24H Overnighter is crafted for overnight stays and quick escapes, while the 48H Weekender provides generous capacity for extended weekends and short getaways.

Backpacks

Whether navigating daily commutes or exploring new cities, NIRU's backpacks are built to move with modern life. The Daypack delivers generous storage for work and travel essentials, while the Daypack Mini offers the same organization in a more compact silhouette. The Journey Pack combines a 35L capacity with two-way carry functionality, suited for business trips and spontaneous adventures alike.

Totes

NIRU's tote collection balances practicality with understated elegance. The City Tote features spacious interiors and a trolley sleeve for everyday essentials, while the City Tote Plus offers additional capacity and enhanced organization. The 3 Way Tote and 3 Way Tote Mini transform between tote, shoulder, and crossbody configurations to adapt to changing routines.

Crossbody Bags

NIRU's crossbody collection keeps essentials accessible while allowing hands-free movement. The City Sling Mini can be worn as a crossbody, waist bag, or pouch, while the City Sling provides additional storage. The City Shoulder combines clean aesthetics with intuitive organization for everyday use.

The Faces of "From Here to Everywhere"

This latest chapter also marks the launch of From Here to Everywhere, LOJEL's regional campaign celebrating the many ways people move through work, passion, creativity, and everyday life.

For a growing generation of Filipinos, movement has become part of everyday life — not simply between cities or countries, but between passions, professions, and possibilities. LOJEL Philippines, supported by its local distributor Primer Group, partnered with individuals whose work reflects the many ways Filipinos move through the world: artists, entrepreneurs, designers, musicians, and storytellers whose days rarely follow a single path.

The campaign features award-winning singer-songwriter Nica Del Rosario; restaurateur of OnlyPans Taqueria and entrepreneur Audrey Cruz; illustrator and founder of Ang Manileña, Ross Du; sustainable fashion designer and founder of RIOTaso, Rio Cuervo; perfumer and founder of Tadhana, Shale Albao; fashion stylist and creative director of Gotsauce Studios, Jana Silao; model and dancer Agatha Gutierrez; landscape architect of CLARQ Landscape Design, Vincent Lim; photographer and documentary filmmaker Renzo Maano; creative director of Jagger Studios, Arj Madarang; and terrarium artisan of Moss Escape, Brian Dimarucot.

By spotlighting independent creators across music, food, fashion, and visual arts, the campaign aligns with the Philippines' growing creative economy — a sector that has gained visibility as local makers, designers, and entrepreneurs increasingly build brands rooted in Filipino identity and craft.

Each portrait captures them within their own environment — spaces where ideas are created, communities are nurtured, and everyday journeys begin. Though they come from diverse disciplines, each is driven by creativity, purpose, and a passion for their craft.

L'Essentiel: The NIRU Collection Launch

The campaign officially debuted through L'Essentiel: The NIRU Collection Launch, an intimate gathering that brought together LOJEL's community of media, ambassadors, creators, collaborators, and longtime friends of the brand. Inspired by the French word l'essentiel, meaning "the essential," the event celebrated the people and relationships that continue to shape LOJEL's journey while unveiling the expanded NIRU Collection and the regional campaign.

An exclusive preview of the NIRU Everyday Extension Collection also gave attendees an early look at LOJEL's latest everyday carry innovations, designed to complement the collection's existing lineup.

Availability and Community

Through #FromHereToEverywhere, LOJEL invites everyone to contribute their own journeys, building a community shaped by authentic experiences.

The Niru Collection is now available at the LOJEL store on Level 2, South Main Mall, SM Mall of Asia; at The Travel Club stores nationwide; Rustan's Makati; select SM Stores; and online via The Travel Club. Follow @lojeljourneys and @primergroup on Instagram and join the conversation using #FromHereToEverywhere, #LojelPH, and #LojelJourneys.

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