FASHIONISTA: BUM takes on a more defined look with its “My ATEEtude : I AM NOT TYPICAL” collection

BUM takes on a more defined look with its “My ATEEtude : I AM NOT TYPICAL” collection After playing around with risky colors like neon brights and loud prints, local clothing brand BUM takes on a more subdued, but still equally exciting and defined, design approach for its back-to-school collection called “My ATEEtude : I Am Not Typical”. 

According to Benny Reyes, the senior merchandiser and designer for BUM, loyal patrons can expect this new collection to still bear the brand's signature “rebel/emo” look. What they should watch out for are the new elements that would give BUM a distinct feel. 

Neon brights, for instance, would still be in this back-to-school collection, but they're now used only as “accents” to enhance I Am Not Typical's new focus: digital prints. 

“Digital prints are all the rage now, they come in different forms. And this trend will continue throughout the rest of the year.” 

BUM is also introducing pieces that have a camouflage design for a more rugged feel. “We have camouflage jackets. We also have camouflage pants for our girls line.” 

FASHIONISTA: A NEW MOOD

BUM gives its Rock-Rebel-Emo image a dose of color just in time for summer

Local clothing brand BUM is pushing the envelope further this summer season.

If dark, somber tones and wild, splashy prints were the main elements in the brand’s previous collections, BUM’s new summer collection called “I Change the Rule,” which is the first of the three My ATEEtude campaigns for 2013, now trains the spotlight on the summer season’s fashion staple: bright, bold colors and solid prints.

FASHIONISTA: What’s Your ATEEtude?

BUM enters a new phase of evolution

As the temperature rises, BUM rolls out another banner collection for the hottest season of the year: “My ATEEtude: I Change the Rule.”

The first of My ATEEtude’s three campaigns for 2013, BUM’s “My ATEEtude: I Change the Rule” collection certainly breaks a few fashion rules.