I recently attended the launch of Ultimo, a line of clothes for plus-size men.

Nope, I am not the target market. Ultimo has clothes from 1XL to 5XL in size, but I am just an XS. Nevertheless, I understand how a brand like Ultimo is heavensent for its target market.

When I was a teenager, I had a hard time shopping for clothes. All of the stuff in the men’s department were too big for me, while those in the male teens department were either still too big or not my style. What did I do? I remember buying a lot of clothes from the kids’ department, but I always got just the basics because I didn’t really want to be caught wearing tees with cartoon characters on them back then.

Now, I am happy that I have finally found not just my size but also the brands that have clothes that fit me perfectly. I guess what I feel is exactly how all these plus-size men feel about Ultimo.

Going back to the launch of Ultimo at the Bar One of the Holiday Inn last October 23, it was filled with a lot of tall, big men: basketball players Don Allado, Renren Ritualo, Rico Maierhofer, Simon Atkins, Ty Tang, Ryan Arana, Carlo Sharma, Mon Jose, Dominic Uy, Mac Cardona, and Joseph Yeo. I looked like a midget beside them.

The star of the night was San Juan City Vice Mayor Francis Zamora, who at 6’5” is the perfect Ultimo ambassador. He is a multi-faceted individual who is into a lot of things, from public service and business to sports and family life. And because he needs to face a lot of people because of his work, he needs to look professional and presentable all the time. This he gets to do with Ultimo, which has a wide variety of pieces tall and big guys can wear in the boardroom and beyond: quality dress shirts, suits, jackets, polo shirts, vests, slacks, and casual pants.

I may not be the target market of Ultimo, but maybe you are (or your hubby, if you’re a woman). Check out Ultimo’s line clothes for plus-size men at the Max Wear men’s section of the SM Store in Megamall, North Edsa, Makati, Mall of Asia, Las Pinas, Sucat, Manila, Harrison Plaza, Sta. Mesa, Cubao, Fairview, and Marikina, plus Cebu, Davao, Cagayan de Oro, Bacolod, Mandurriao, Baguio, Lipa, Sta. Rosa, Calamba, Taytay, Masinag, Marilao, and Clark.