Inside INDU’s store, one wall proudly display’s the lyrics of the infamous Kapampangan song “Atin ku pung Singsing“.  However, instead of its usual lyrics, it’s actually written as “Atin ka pin Singsing?“.  One thing that lead a lot of their clients to ask, isn’t written incorrectly?

Well it’s not incorrect if you know the story behind it. More than words from a song, the phrase written on the wall is both a question and a challenge.  We are told that “singsing” refers to the Kapampangan culture in general.  In a generation shaped by universal influence, this is the question imposed by this phrase – do you still have your culture?

INDU’ in the Kapampangan language means “mother” or, in a more profound meaning equivalents to “where you came from”. It is both an ideal answer and reminder to keep the Kapampangan culture alive regardless of the various influences that we get everywhere.

The cool thing about the merchandise is the way they are designed. They delve into the culture by showing us what we normally see in our day to day living. It’s so normal that it’s easily taken for granted until someone actually prints it in a shirt which makes you realize, “wapin ne?” (yes, that’s right). The puns are mostly funny because they are so true.

The 1st design made for INDU’ was the Kapampangan Nutrition Facts which was derived from the usual nutrition facts we see in cans or boxes.  The second iconic design is the Stuna Mars Mapagal Na i Pare Ku.  A witty disposition showing a husband in a form of a storm trooper, doing household chores with the banner pleading to his wife because he’s already tired.

Other designs include a caricature of a carabao with the words saying “sing tibe kung damulag, e mu ku atwag” which translates to as strong as a carabao, you can’t put me down. “Salese mu rin” (it’ll be okay).  Dipaning Altee is another line which originally should feature negative words that describes a person.  And the person who’ll wear these would be those who dare to declare this negative references.

However, a lot of clients requested for positive traits like ‘malagu‘ and ‘masanting‘ so these were added as well.  Ding MalaTee Ku on the other hand is a line that will feature items related to being a Kapampangan kid.  These plus a number of other designs that somehow pulls into the heart strings of a Kapampangan.

I asked why focus on the culture alone when he can make other designs. According to Jed, the owner of INDU’, being a student aid that spent most of his time in the Kapampangan Center of the university he attended, keeping the culture alive has a special place in his heart. Through this designs, he can help remind people, especially the younger generations not to take the culture for granted because it is what they are made of.

I, on the other hand, know a bit of a personal background since Jed and I were colleagues in the corporate world before. Somehow, having an idea of what he was going through when some of the designs came out. And I couldn’t be more proud of what he has accomplished. Witty, brilliant, straight forward puns and facts – that only a true Kapampangan in heart can do.

INDU’ is perfect for the season of gift-giving, as souvenir, or even for everyday wear. Help keep the culture alive by patronizing INDU’ merchandise.

Location: 2nd Floor, Bart Mall, Angeles City (Bart Mall is adjacent to Holy Angel University)

Open from Monday to Saturday between 12:00 NN – 6:00 PM.

Price range: As low as P150 for plain shirts – P300.

Show some love, like INDU’ on Facebook.

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Armela is a food and travel blogger from the Philippines. She has produced content for different local and overseas brands. Armela is also a self-taught photographer. She is an optimist by heart who loves to travel to discover new places, different cuisines and meet new people. She is a Digital Marketing Strategist and a Creative Designer by profession.