Guitar celebrates 60th year and launches Maja Salvador as first female Guitar endorser

In celebration of their 60^th year in the apparel business, Guitar is finally launching a fitting face to represent their brand through multi award-winning actress, celebrated performer and Dance Princess Maja Salvador.

Guitar Underwear is known and labelled as a premium brand of underwear since its launch in the 60s. While the market is continuously evolving, the brand evolved as well, expanding its product line from basic underwear to innerwear and sleepwear, to socks, to polo shirts and then to jeans.

Just like Guitar, Maja has evolved and excelled in her career, initially as an actress, then branching out into dancing and singing and eventually into performing on the concert stage. Maja even earned her own stripe abroad through her various portrayals, but more recently through her phenomenal performance in the Kapamilya Primetime Soap “Wildflower.” 

“Dream come true na mapili akong maging endorser for a local brand. Kaya thankful talaga ako at happy to be part of the guitar family,” said Maja. 

She added, “Siyempre mahalaga rin sakin na yung brand na ito ay available para sa mas nakararami nating mga kababayan. Kasi bilang artista pakiramdam ko rin mas nakaka-relate ako sa masa. Kaya sobrang saya ko nung sinabi palang sakin na napili ako ng Guitar family to be their ambassadress”

Maja is now officially part of the league of other accomplished and diverse artists namely Gloc 9, Carlos Agassi and Jake Cuenca, whose characters gave justice to the brand and has been part of its six decades of triumph.

Apart from celebrating their strong presence in the local scene for 60 strong years, Guitar is also launching their first ever denim collection that would dare anyone to move. Apart from expanding their market’s reach, the denim series is focusing on providing style without displacing comfort.

The denim series is the latest member of the Guitar collections such as De Hilo, 800, 900, Underwear, Polo Shirt, Socks and the Uniform series that have been one of the most patronized innerwear and casual wear by Filipinos through the years.

From underwear and its breakthrough De Hilo series, Guitar is now ready to take on the world of overall clothing and apparels while maintaining the best quality products and best business practices. 

Guitar apparel is available in leading department stores nationwide. For updates about their latest collection and sales, follow Guitar on Instagram at @guitarapparel1960.

Guitar welcomed Maja as part of their family in a grand media launch in Trinoma event center last March 1 with a head-turning fashion show showcasing their old and new collections together with their past endorsers Gloc-9 and Carlos Agassi. The exciting event also had loads of fans and several press members trooping to the venue as games and surprises overflowed in the event hosted by DJ Tony Toni.