Brandon Liu, Brand Director of PENSHOPPE, is pushing the fashion label’s expansion into high gear with a bold mix of global ambassadors, strategic market growth, and creative campaigns under the FULL Speed Ahead banner.
Since taking the lead at PENSHOPPE, Liu has elevated the brand’s profile with a powerful roster of endorsers. Team PENSHOPPE now includes global names like Zac Efron, Ian Somerhalder, Leighton Meester, Cara and Gigi Hadid, Kendall Jenner, Bella Hadid, Sandara Park, Nam Joo-hyuk, Han So Hee, and K-pop group NCT DREAM. In October 2024, Filipino pop group BINI joined the lineup, adding local star power to the international mix.
Liu’s leadership has driven campaigns that balance high-energy streetwear with refined elegance. Bella Hadid’s California street-style shoot and Han So Hee’s minimalist campaign reflect PENSHOPPE’s range and adaptability.
Key achievements include:
- Expanding market presence in Southeast Asia and the Middle East, plus e-commerce growth in Singapore, Malaysia, Hong Kong, and Taiwan.
- Securing high-profile contracts with global icons, generating strong media impact.
- Strengthening local roots with BINI’s involvement in multi-platform campaigns.
Liu says PENSHOPPE’s growth relies on creativity, inclusivity, and value, ensuring products remain authentic and accessible while resonating across cultures.
At the August 3 media engagement in Cebu City, Liu will share PENSHOPPE’s global strategy and future direction alongside Golden ABC’s legacy leadership.
