PENSHOPPE is entering a defining chapter in its nearly four decades of growth, led by next-generation leaders and siblings Bryan Liu as vice president, and Brandon Liu as brand director.
Together, they integrate tradition with innovation to reinforce Penshoppe’s position as a Filipino fashion powerhouse with global relevance.
Bryan Liu: Stewardship and Strategic Growth
As Penshoppe’s new vice president, Bryan Liu embodies the brand’s spirit of stewardship, nurturing strong connections with customers while guiding the company into its next chapter.
“We always ground ourselves in who our customer is. They’re always changing, always evolving. Our success has come from staying relevant to what matters to them,” Bryan said.
He emphasized that Penshoppe’s consumer is not limited to the youth, millennials, and Gen Zs.
“It’s not just the teenagers, it’s anyone who values affordability, style, and a sense of belonging. Fashion in itself is already very fast-paced, and the only way to do well, to thrive, and to actually even survive is really by staying relevant,” he said.
He explained that fashion is fast-paced, and thriving in the industry requires adaptability and relevance.
He noted that Penshoppe remains a young brand at the end of the day, but the company is actively trying to challenge that by expanding its target audience. It caters to anyone who values great products at affordable prices and a sense of community.
Bryan also shared Penshoppe’s disciplined yet experimental approach to product development, which he calls “bullets before cannonball.”
The brand introduces small batches of new products to test the market, ensuring responsiveness to customer feedback while avoiding unnecessary risks.
“It’s about getting a better pulse of what our customers are looking for. “Not all global trends directly translate here,” Bryan said. “We filter them, adapt them, and make sure they suit our customers—from product colors to campaign messages,” Bryan said, noting that while global trends inspire Penshoppe, they are not blindly adopted.
Bryan’s work history reflects his steady rise within Golden ABC. He began as a business process analyst, moving across the company’s various brands before transitioning into Penshoppe about a decade ago.
His career evolved from handling ForMe, a women’s fashion brand under the ABC label, to serving as Penshoppe’s brand director, and now vice president, all giving him a holistic perspective on the business.
“Stewardship means passing on what you’re responsible for to the next person in better condition than when you first received it,” Bryan said. “My legacy, I hope, is to grow Penshoppe further and hand it over stronger to the next generation.”
Brandon Liu: Innovation and Digital Acceleration
If Bryan represents stewardship and continuity, Brandon Liu drives innovation and reinvention. As brand director, he is reshaping Penshoppe into a digital-first, innovation-led fashion brand.
He has been spearheading efforts to integrate artificial intelligence into product design and consumer engagement, allowing the company to tailor recommendations, analyze behavior, and accelerate its design pipeline. Campaigns are being reimagined through platforms like TikTok and immersive digital storytelling, with augmented and virtual reality try-ons creating community-driven encounters with fashion.
At the center of his vision is the FULL SPEED AHEAD campaign, which underscores Penshoppe’s ambition to make fashion inclusive, affordable, and globally relevant. This push coincides with the brand’s expansion across Southeast Asia and the Middle East, alongside stronger e-commerce operations in markets such as Singapore, Malaysia, and Taiwan.
“Innovation and digitization allow us to connect with our customers in ways that are deeply personal,” Brandon said. “By leveraging AI, we can anticipate preferences, improve product development, and create seamless shopping experiences—whether in-store, online, or on mobile.”
Brandon added that Penshoppe’s growing roster of global endorsers is not just about star power but about authenticity. The brand has partnered with international icons like Bella Hadid, Kendall Jenner, Han So Hee, and NCT DREAM, as well as Filipino pop sensation BINI.
“We choose endorsers who share our values and vision, not just big names. For today’s youth, authenticity and community matter as much as global recognition,” he said.
Brothers in a Shared Legacy
Together, Bryan and Brandon represent the balance of strategy and creativity, stewardship and innovation.
With Bryan ensuring stability and relevance, and Brandon accelerating digital transformation, the brothers are charting a path for Penshoppe that honors its legacy while embracing the future.
“More than the brand, more than fashion, Penshoppe is about community, culture, and connectivity,” Brandon said.
“And as leaders, our mission is to pass on the brand stronger than before, backed by Filipino ingenuity but resonating with the world,” Bryan added.
