Pidro de Montiverdi's First Cry

“Ipinagmamalaki ko, Pilipino ako” gives every Filipino the overall nationalistic theme of Pidrophil Trading International Corporation, the makers of Pidro shirts.  The popular statement theme bespeaks of Filipino culture, traditions, customs, and attitude.

 Everything started from the song “American Junk” of Pidro de Montiverdi, which was sung by the Apo Hiking Society during the December 1989 coup d’etat concert.  The singing group was composed of Messrs. Danny Javier, Jim Paredes, and Buboy Garobillo.  Pidro de Montiverdi is a Visayan accent Filipino funny guy who takes pride in being a Filipino, a probinsyano who obliges one to move, think, and live for the country.  The song imparts messages on nationalism, self-reliance, loyalty, and Filipino values.

Inspired by the positive response of our kababayans, Mr. Javier continued with this nationalistic campaign through souvenir t-shirts printed with designs and messages on Filipino values, patriotism, social and environmental awareness, marked with humor and commercial appeal. Typical examples are Guapo ako, Pilipino ako, Ipinagmamalaki ko, Pilipino ako, and Pilipino ako…Bukas ang Zipper Mo. These statement t-shirts were initially marketed to his circle of friends who were mostly in the show business.

 From the encouragement of friends, Danny, his wife Trina, and three of their close friends decided to go into the t-shirt business.  In July 1991, Pidro shirts became a corporation, listed in the Securities and Exchange Commission (SEC) as Pidrophil Trading International Corporation.  With a starting capital of P60,000 which was barely enough to finance the initial production of 1,000 pieces, the new company occupied a printing factory on P. Guevarra Street, San Juan, Metro Manila.  After a year of good sales, it moved to Scout Limbaga Ext. in Kamuning, Quezon City.