LOJEL Expands Niru Collection to Reflect Everyday Movement and Filipino Creativity

LOJEL has expanded its Niru Collection with six new styles designed to adapt to the evolving ways people move through daily life, emphasizing versatility and understated aesthetics. The collection, rooted in LOJEL’s philosophy of purposeful design, features durable recycled nylon paired with LWG Certified full-grain leather, aiming to transition seamlessly between different environments while offering intuitive organization and everyday functionality. This expansion reflects a shift from traditional travel to journeys shaped by everyday moments that influence how people work, create, connect, and pursue their passions.

The Niru Collection now includes twelve silhouettes spanning weekender bags, backpacks, totes, slings, and crossbody bags. Travel bags such as the 24H Overnighter and 48H Weekender provide spacious versatility for overnight stays and short getaways without compromising style. Backpacks like the Daypack and Daypack Mini offer generous storage and thoughtful organization for daily commutes or city explorations, while the Journey Pack combines a roomy 35-liter capacity with two-way carry functionality, suitable for business trips and spontaneous adventures.

The tote selection balances practicality with 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 for longer days. The 3 Way Tote and its Mini version transform effortlessly between tote, shoulder, and crossbody bags, adapting to changing routines. Crossbody bags in the collection, including the City Sling Mini, City Sling, and City Shoulder, are designed for hands-free movement, minimalist carry, and intuitive organization for life on the go.

LOJEL’s regional campaign, From Here to Everywhere, launched alongside the expanded Niru Collection, celebrates the diverse ways Filipinos move through work, passion, creativity, and everyday life. The campaign features portraits of Filipino artists, entrepreneurs, designers, musicians, and storytellers whose careers span multiple disciplines, embodying a generation building meaningful careers through creativity, sustainability, curiosity, and purpose.

Among the featured individuals are award-winning singer-songwriter Nica Del Rosario; Audrey Cruz, restaurateur and entrepreneur behind OnlyPans Taqueria; illustrator Ross Du, founder of Ang Manileña; sustainable fashion designer Rio Cuervo of RIOTaso; perfumer Shale Albao of Tadhana; fashion stylist Jana Silao; model and dancer Agatha Gutierrez; landscape architect Vincent Lim; photographer and documentary filmmaker Renzo Maano; creative director Arj Madarang; and terrarium artisan Brian Dimarucot. Each was photographed in their creative environments, illustrating LOJEL’s belief that meaningful journeys are measured by ideas pursued, lives touched, and purpose rather than distance.

The campaign debuted at L’Essentiel: The NIRU Collection Launch, an intimate event that gathered LOJEL’s community of media, ambassadors, creators, collaborators, and longtime friends. The event celebrated the essential people and relationships shaping LOJEL’s journey while unveiling the expanded collection and the From Here to Everywhere campaign. Attendees also received an exclusive preview of the NIRU Everyday Extension Collection, showcasing LOJEL’s latest innovations in everyday carry designed to complement the existing lineup and support modern movement.

LOJEL invites the public to contribute their own journeys through the #FromHereToEverywhere campaign, fostering a community shaped by authentic experiences. These shared stories aim to create a growing archive of journeys that resonate beyond geography, emphasizing that every meaningful destination begins somewhere.

The expanded Niru Collection is available at the LOJEL store on Level 2, South Main Mall, SM Mall of Asia, The Travel Club stores nationwide, Rustan’s Makati, select SM Stores, and online via The Travel Club. Interested customers can follow @lojeljourneys and @primergroup on Instagram and join the conversation by sharing where their Niru takes them using #FromHereToEverywhere, #LojelPH, and #LojelJourneys.