Brand of brothers

Brand of brothers



THE ENTERTAINMENT industry is predictable. An up-and-coming artist struggles for a few years with small gigs, lands a big break, then explodes into the industry with chart toppers. If he is talented enough, the musician or group lasts for a couple more years and ventures into fashion design, business, production and other artistic feats. Throw in a couple of financial problems, run-ins with authority, highs and lows, and there goes your typical Hollywood success story.

That formula doesn’t apply to Beau and Aaron Canlas. Working with an unusual strategy, their subtle explosion begins from rock bottom, because these brothers believe that it’s all about paying homage to your roots.

Old game, new tricks

“We wanted SNRG to be a multifaceted company,” said Beau, 28, and Aaron, 23, both Filipino but raised in Virginia, Washington DC. Ever since they were kids, they wanted to put up a group or company that will allow them to express their thoughts and creativity. It was during one of their visits to their parents’ hometown in Pampanga that the idea hit them – to create a brand that is part apparel, part hip-hop group, and part creative coalition. SNRG was born.

“On the apparel side, SNRG stands for Subtle Nuances Redefining Gear,” explained Beau. “While on the music side, it means Some Never Really Get,” Aaron added. The two enjoy talking to people about the different branches of SNRG, with stories of their struggles in the Philippines and the US. One minute they’re spitting lines from SNRG’s latest hip-hop track, and another minute they’re talking about their merchandise designs.

“Some Never Really Get” indeed. Most artists start as rappers or singers, then branch out years later to fashion design and other businesses. The likes of J.Lo, Fergie and Diddy ventured into apparel only after gaining a huge following in their musical careers. SNRG, uncommonly, is starting from the grass roots as the all-in-one brand, and they don’t mind that they’re not hitting the charts with a million-dollar record deal – at least not yet.

“We don’t want to be just a big fad – appear and disappear,” said Aaron. He looks up to his favorite rapper, Lupe Fiasco. “Instead of having people jump into his stuff now that it’s hot, he wants loyal fans who will listen to his music for the rest of their lives.”

In this recession era where people jump the gun upon hearing the words profit and income, it’s inspiring to hear of artists who are still in it for the love of the craft.

SNRG the Apparel

“Slight modifications are enough to give something its own identity. We’re taking something that already exists and we’re adding our own innovative, fresh approach to it,” Beau said of their clothing line. In this business, everyone’s dying to be different, as seen with designers and retailers trying to outdo or out-shock each other. Since everything is an influence of everything, pop culture eventually ends up looking the same. SNRG is aware of that, so they opted for subtle nuances.

They have the usual shirts, shorts, hoodies and accessories –apparel that is already familiar to the public. To hit their target market (which is, by the way, identity-conscious high school and college kids to twenty-somethings), they’ve added the SNRG flavor to their gear – logos and silkscreen prints that speak of their philosophies in life.

For example, when people purchase the Barrio Ballin‘ design –
two basketball players wearing the salakot – they come to know that it’s not just another pro-Pinoy T-shirt design. To be balling (American slang for getting rich), the Canlas brothers believe that you don’t have to be wallowing in cash. “A simple jeepney driver who happily supports his family is Barrio Ballin‘,” explained Beau. “As long as you’re happy, passionate, and content with what you’re doing, then you’re ballin‘.”

Another popular SNRG trademark is Midas, a baby panda Aaron designed for the Washington National Zoo. When friends buy the Midas hoodies, the brothers explain to them how the panda came to be. “Like King Midas who turned everything he touched into gold, Midas the panda represents everyone who supports SNR – people who put the pieces of the puzzle together to help get to the goal,” said Aaron. Beau summarizes the Midas story with its acronym: My Infinite Dreams Are Simple.

Their apparel is basic – stuff that you’ll see everywhere. But the messages behind their designs are philosophies that the two have applied to their own urban lives. They’re very hands-on with their brand. They take time to explain every detail that comes with the gear. Fans can find it on their website, hear it through the grapevine, or simply hang with Beau and Aaron to get to know SNRG. It’s almost like watching missionaries out to spread the Good Word.

And the word is out. Other than the Philippines and United States, SNRG gear has been shipped to Australia and other Asian countries. American college basketball teams have asked SNRG to design their official baller shorts. All products are proudly Filipino-made, as part of Beau and Aaron’s advocacy to help Filipinos earn a living. “I’m proud to be Filipino,” said Beau, often mistaken for African-American or Hispanic.

SNRG the Music

By now you would have noticed that the boys have a penchant for acronyms, analogies and philosophies. For Aaron, his creative juices have flowed through his veins since childhood. He would easily memorize storybook lines as a kid. In high school, he submitted fictional stories that his English teachers thought were too good to be his original work. Unfazed, he still keeps a notebook in hand and constantly jots down poetry and doodles.

A few years ago, Aaron attended a party where a rapper challenged him to a rap-off. The rapper/producer, K-Prime, was so impressed by Aaron’s skills that he invited him to his studio. With Beau joining the bandwagon, they made their first song and haven’t stopped putting tracks into their mixtape since.

Though their hip-hop/R&B sound may not resemble your favorite Ne-Yo and Jay-Z hits, it has gained a fan base. A number of rappers, singers and producers from the US and Philippines have collaborated with SNRG to create their 50-plus tracks. Recently, Kat Alano of MTV lent her vocal chords (yes, she can carry a tune) to SNRG’s track, “You Don’t Know Me.” While there are no albums
or concerts yet, SNRG has appeared in a number of radio shows
and events both here and the US.

But don’t expect to hear about drugs and violence in their lyrics. The boys were brought up well by their parents in DC. “We are blessed to have been raised in a melting pot of different cultures and we have a strong upbringing,” said Beau. Their music talks about real things that they’ve been through, from dating girls to life’s growing pains. SNRG music is a refreshing change from local Pinoy rappers trying too hard to sound gangsta – complete with phony thug accents and overindulged Fubu gear.

SNRG music is free – for now. You may listen to their tracks on their websites and networking accounts. You may even personally ask the boys to e-mail their mixtape to you. They’re open to commentary and criticism. “It’s too early to even put out an album together,” said Aaron. “We feel like we’re still developing.”

SNRG the Message

“We see SNRG as a lifestyle,” Beau said when asked how SNRG has managed to reach people in places they’ve never even been to, such as Japan, China and Singapore. “Never underestimate the power that the word of mouth has.”

SNRG stickers have been spotted from East Coast locker rooms to college kids’ binders in California. The sticker shows a crossing pedestrian, which Beau uses as a reminder “to keep you walking towards your dream. Barrio is to ballin‘ as to heritage is to progression.”

They’ve built an online community with their websites and networking accounts. It helps the Canlas brothers see how far they’ve reached, thanks to fans tagging photos of their gear and posting daily shoutouts.

“We like to think we give ideas to help you establish your own identity,” said Aaron. “You take our gear and make it your own. Whatever your style is, you can accent it with SNRG clothing or accessories … We are sharing this message of individuality with the rest of the world.”

Beau and Aaron have flown back to the US to promote their sound and gear from East to West Coast. They will be back in the Philippines on the last quarter of the year with more tracks, a bigger selection of merchandise, and a series of shows.

One day when they make it big in the industry, you won’t have to worry about coming up to them. Known to charm the pants out of the girls, Beau and Aaron Canlas will be more than happy to talk to you about the biz – whatever your gender or culture is.

“Right now you can tell we’re hungry. We maintain that hunger and it helps us strive for bigger and better things,” Beau said. “Even if we’ve accomplished our mission, we’ll keep striving to do more.”

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