Freeway x F. Sionil Jose



For two years in a row, FREEWAY has gained immense recognition for being a creative innovator with its National Artist Collectors’ Series which started in 2009. Gone are the days where only casual wear are available to show one’s pride and culture. With Freeway’s culturally intelligent collections, fashion forward Filipinos can now wear Fashionalism not just on weekends, but also for work and special occasions. Freeway re-introduces today’s youth with our renowned Philippine National Artists as it merges Filipino culture with current pop fashion.

After paying tribute to National Artists Nick Joaquin (Literature), Ang Kiukok (Visual Arts), Jose Garcia Villa (Literature) and Ramon Valera (Fashion Design), Freeway is excited to feature its first living National Artist in the Series. Freeway launches the National Artist Collectors’ Series Fall 2011 Collection featuring the works of National Artist for Literature F. Sionil José.


F. Sionil José is one of the best and most active writers of contemporary Philippine literature in English. Throughout his career, Sionil José's writings espouse social justice and change to better the lives of average Filipino families. He is one of the most critically acclaimed Filipino authors internationally, although much underrated in his own country because of his authentic Filipino English and his anti-elite views. Sionil José was hailed as National Artist for Literature in 2001.

Freeway features some of his well known works as interpreted in a pocket collection which includes staple favorites graphic tees in trendy silhouettes, modern tailored woven tops and dresses and accessories. Free yourself from the mainstream and wear the Pinoy Pride power on your sleeves in a more creative and fashion-forward way!

All items will have their own gift packaging, a swing tag of Sionil José’s bio and an F. Sionil José authenticity stamp printed on the merchandise.

To view the entire collection, visit www.freeway.net.ph. Plus get fresher updates at our Facebook Fan Page (search for “Freeway Online”) and Twitter http://twitter.com/FreewayOnline.





Freeway paid tribute to our honored living Philippine National Artist F. Sionil Jose. It was an intimate gathering that celebrated the life and works of F. Sionil José. The event was hosted by no other than the Prima Ballerina and Ballet Manila’s Artistic Director, Lisa Macuja-Elizalde. It was a pleasure to have the lovely Prima ballerina grace the event before she embarks her final career performance in the Swan Song Series starting this October.

The tribute started with a video presentation of F. Sionil José’s life, followed by a Tertulia. The Tertulia, a gathering of artistic or literary overtones, has already been a tradition in past Freeway literary event launches. The readings for the evening were carefully chosen by Philippine Inquirer Editor Lito Zulueta. Excerpts from Sionil José’s works were interpreted by dramatic actress Cherie Gil and talented musician/poet, journalist and artist Lourd Ernest De Veyra, accompanied by live classical guitar played by Mr. Ferdie Medina, a UP College of Music instructor. Cherie Gil read from “The Pretenders” and the famous “Ermita”, while Lourd De Veyra read from “Tree” and “The God Stealer”. Both beautifully brought the words from literature into life. The very highlight of the event was the No Holds Barred Question & Answer and Fast Response Words with the candid and funny F. Sionil José as host by Lisa Macuja-Elizalde shot off the questions. It was very interesting to discover the personal side of this living legend, or fondly known as Sir Frankie or Manong.

For this event, Freeway collaborated with Lomography Embassy Manila. A group of Pinoy lomography enthusiasts from their thriving community of lomographers were there to cover the event armed with analogue cameras: a new approach to photography. It was very interesting to see both brands, Freeway and Lomography, working together and sharing the same vision: to elevate symbols of Pinoy Pop Culture. Lomomanila will hold a mini exhibit that will showcase the analog photographs taken during the event. Know more details about the exhibit on Freeway website.

Freeway treated their guests to delectable cocktail servings. Freeway’s CEO, Sheree Roxas-Chua Gotuaco closed the night by thanking everyone who attended the event.

The entire collection was viewed for the first time on the same night, extending a special discount to guests only for that evening. The collection will be available in all stores by June 1st. Freeway features some of Sionil José’s well known works as interpreted in a pocket collection which includes staple favorites graphic tees in trendy silhouettes, modern tailored woven tops and dresses and accessories. All items have a printed seal, a bio-swing tag and packaged in the signature National Artist Collectors Series envelope.

About FREEWAY

In 1997, Freeway opened its first branch in Robinson’s Galleria, giving the metropolis its much needed fashion fix. Freeway is one of the very few local brands that offer merchandise representing the most current international trends at local prices.

At the frontiers of the fashion industry with 26 strong branches nationwide, Freeway continues to evolve and spawn groundbreaking trends. Its innovations, however, were not only evident in the clothes, but in its interiors and now on the World Wide Web. Freeway’s new website can be found at www.freeway.net.ph. One can find out what’s new in the Freeway stores as well as be updated on anything Freeway such as store locations, promos and news.

Freeway credits its success to synergy, with results manifested in its merchandise. The highly trained research and development team coupled with efficient supply chain results to the availability of international trends in most flattering styles. With excellent store performance and competent products, Freeway has established itself as one of the top-of-mind local high-street brands in the country.


About F. Sionil José

Francisco Sionil José (F. Sionil José) is one of the most widely-read Filipino writers whose work is now translated into 28 languages including his native Ilokano. His novels and short stories depict the social underpinnings of class struggles and colonialism in Filipino society.

F. Sionil José was born on December 3, 1924 in Rosales, Pangasinan, the setting of many of his stories. He was introduced to literature in public school and later attended the University of Santo Tomas after World War II, but dropped out and plunged into writing and journalism in Manila. He started journalism in the forties and was for ten years a staff of the old Manila Times ‘til 1960. His essays on agrarian reform and on social issues won him numerous awards.

In subsequent years, he edited various literary and journalistic publications, started a publishing house, and founded the Philippine branch of PEN, an international organization for writers. Sionil José received numerous awards for his work. The Pretenders is his most popular novel, which is the story of one man's alienation from his poor background and the decadence of his wife's wealthy family.

Sionil José also owns Solidaridad Bookshop, which is on Padre Faura Street in Ermita, Manila. The bookshop offers mostly hard-to-find books and Filipiniana reading materials. It is said to be one of the favorite haunts of many local writers. In 1980, Sionil José received the Ramon Magsaysay Award for Literature and Journalism. In 2001, he was names National Artist for Literature and in 2004, he received the Pablo Neruda Centennial Award.

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