LOJEL puts everyday movement in focus with Niru
The expanded Niru collection celebrates the many ways Filipinos move through work, creativity, passion, and everyday life
Movement today isn’t always about getting on a plane. It can mean moving between meetings, creative pursuits, side hustles, cities, and whatever comes next. LOJEL’s expanded Niru Collection taps into this more fluid way of living with six new styles designed to keep up.
The collection now spans 12 silhouettes, from the 24H Overnighter and 48H Weekender to backpacks, totes, slings, and crossbody bags. Made with durable recycled nylon and LWG-certified full-grain leather, each piece balances clean aesthetics with practical organization, making it easy to move from workdays to weekends and everywhere in between.
The idea comes to life through LOJEL Philippines’ “From Here to Everywhere” campaign, which features Filipino artists, entrepreneurs, designers, musicians, and other creatives in the spaces where they work and create. Among them are singer-songwriter Nica Del Rosario, restaurateur Audrey Cruz, illustrator Ross Du, sustainable fashion designer Rio Cuervo, perfumer Shale Albao, stylist Jana Silao, model and dancer Agatha Gutierrez, and photographer and filmmaker Renzo Maano.
Rather than focusing solely on where they’re going, the campaign looks at what keeps them moving: creativity, purpose, curiosity, and the desire to build something of their own. Because sometimes, “everywhere” isn’t a destination. It’s simply wherever the next idea takes you.
LOJEL is located at SM Mall of Asia
