Featuring the stories of Filipino artists, entrepreneurs, and creatives whose journeys embody the spirit of ‘From Here to Everywhere.’
Every journey begins somewhere. More often, they’re built through the everyday moments that quietly move us forward. Today, journeys extend far beyond travel, unfolding through the everyday moments that shape how we work, create, connect, and pursue what matters most. Embracing this evolving way of moving, LOJEL expands its beloved NIRU Collection with six new styles thoughtfully designed to adapt to every moment.
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. Designed to transition seamlessly between environments while offering intuitive organization and everyday functionality. Designed for life in motion, NIRU adapts to every transition, making it a natural companion from here to everywhere.
LOJEL Niru Collection
Designed around this evolving lifestyle, the Niru Collection offers twelve silhouettes spanning weekender bags, backpacks, totes, slings, and crossbody bags.
Travel Bags
Designed for journeys that go beyond the everyday, NIRU’s travel bags offer spacious versatility without compromising on style. The 24H Overnighter is thoughtfully 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 effortlessly with modern life. The Daypack delivers generous storage for work and travel essentials, while the Daypack Mini offers the same thoughtful organization in a more compact silhouette. Completing the lineup is the Journey Pack, which combines a roomy 35L capacity with two-way carry functionality, making it equally suited for business trips, spontaneous adventures, and everything in between.
Totes
Balancing practicality with understated elegance, NIRU’s tote collection adapts to every pace of the day. The City Tote is designed for everyday essentials, featuring spacious interiors and a convenient trolley sleeve, while the City Tote Plus offers additional capacity and enhanced organization for longer days on the move. For added versatility, the 3 Way Tote and 3 Way Tote Mini effortlessly transform between tote, shoulder, and crossbody bags, adapting to changing routines with ease.
Crossbody Bags
Created for effortless movement, NIRU’s crossbody collection keeps everyday essentials close while offering the flexibility to move hands-free. The City Sling Mini is designed for minimalist carry and can be worn as a crossbody, waist bag, or pouch, while the City Sling provides additional storage for daily necessities. Completing the category is the City Shoulder, a refined everyday companion that combines clean aesthetics with intuitive organization for life on the go.
The Faces of “From Here to Everywhere”
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. 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.
LOJEL Philippines 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, they represent a generation building meaningful careers through creativity, sustainability, curiosity, and purpose. Each portrait captures them within their own environment, spaces where ideas are created, communities are nurtured, and everyday journeys begin.
Each bringing a different version of what “everywhere” means.
From 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 or 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 or 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. Though they come from diverse disciplines, each is driven by creativity, purpose, and a passion for their craft. Photographed within the environments where they create and thrive. Together, they embody LOJEL’s belief that meaningful journeys are not measured by distance, but by the ideas we pursue, the lives we touch, and the purpose that moves us from here to everywhere.
The L’Essentiel 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 From Here to Everywhere campaign.
LOJEL Niru Everyday Extension Exclusive Preview
An exclusive preview of the NIRU Everyday Extension Collection extension also gave attendees an early look at LOJEL’s latest everyday carry innovations. Thoughtfully designed to complement the collection’s existing lineup, the new silhouettes further reinforce the brand’s commitment to creating products that adapt effortlessly to modern movement.
The story doesn’t end with the campaign’s featured creatives. Through #FromHereToEverywhere, LOJEL invites everyone to contribute their own journeys, building a community shaped by authentic experiences. As these stories unfold, they transform individual experiences into a growing archive of journeys that resonate far beyond geography. Because every meaningful destination begins somewhere.
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 by sharing where your Niru takes you using #FromHereToEverywhere, #LojelPH, and #LojelJourneys.
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