Lady Grace to venture into men's apparel

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After more than 60 years of creating ladies undergarments, Lady Grace is ready to venture into male apparel.

"We are heading that direction. May konting inaayos lang," said Lady Grace President Gonzalo J. Exconde, during an interview at Shangri-la The Fort in Taguig City.

 Exconde said that the brand name for men's line would be Fidel, named after his father.

This as world dance sports champions Evgeny Moshenin and Dana Spitsyna are set to heat up the stage when they grace the Philippine Superstars Open Dance Championship at the Blueleaf Filipinas, beside City of Dreams, at the Mall of Asia in Pasay City on Oct. 5.

To be presented by Myrna Tan and Lady Grace Intimates, the live music will be provided by the musical band Sabor Latino.


Prior to the dance championship in October, the popular undergarments for women took part in a fashion show organized by Benny Lao at a hotel in Taguig City.

"This is our third year of joining the dinner dance show. This time we showcase our collection for the Shapewear Series," said Grace J.  Exconde, Vice President and Chief Operating Officer for Lady Grace.

Lady Grace, which has been synonymous with beauty pageants, has been around for more than 50 years now.


Established in 1958 by Mrs. Amelia Jurado Exconde who was a school teacher before venturing into producing ladies undergarments.

A designer and a pattern maker she is knowledgeable in sewing as well. ROBERT R. REQUINTINA/Photos by JR NOSES. 

Her creativity and passion for that perfect fit bra made her products still in demand in the market.

Her husband Fidel Exconde Sr. supported her and helped her run the company starting in 1960.

These days Lady Grace is being  handled by its President Gonzalo J.  Exconde and Grace J.  Exconde, Vice President and Chief Operating Officer. Both graduated at the University of the Philippines and took further studies abroad.

Asked about the staying power of Lady Grace, the female executive said: "We continue to adopt to the needs of women. Like now, the fabric is softer. And fit is very important."  - ROBERT R.  REQUINTINA/Images by JR NOSES. 

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