Forget Cool

"'Forget Cool’, Fish18's first advertising campaign launched just last May, is an unequivocal expression of its identity. An assertion of Fish18’s individuality, it is bound to resonate with the like-minded Fish18 consumer who dresses not to make an impression but for the pure joy of self-expression” (read more from a previous post)

Fish18 may tell you to forget cool, but I have to say that their branch in SM has got to be one of the, well, coolest stores in the entire mall.

Here's a look at some of the items available in Fish18:

 

And to get myself in the "Forget Cool" mood, I am actually wearing the exact same shirt:

Fish18 is located at The Northwing, SM City Cebu and The Block, Sm North Edsa.