A self-made cosmopolitan man is a traditional gentleman and a man of action, and lifestyle store General has assembled a line of premium products to cater to his every need.

General offers an array of quality men’s products – including apparel, footwear, grooming, and accessory – that any discerning man with a penchant for style and adventure would truly appreciate.

We’re down to our last quarter of the year, and the fast approaching holiday season is the perfect time to take a breather and plan your transformation for the coming year.

After all, ‘tis the season to be jolly so think about what you really want as we all know you deserve it.

General Cebu men's products
QUALITY MEN’s PRODUCTS. The General store in Ayala Center Cebu offers an array of quality men’s products – including apparel, footwear, grooming, and accessory – that any discerning man with a penchant for style and adventure would truly appreciate.

Iconic lifestyle products

Here’s what the store has on offer for you.

General carries no less than a discerning selection of brands, not to mention well thought out in-store programs and campaigns. General is located at prime locations such as in Ayala Center Cebu – a must-visit shopping destination for the modern day Renaissance man.

Let us give you a closer look at some of the premium assemblage of products that best embodies every modern man’s penchant for a well lived life.


Inspired by the iconic Danish sailor Vitus Bering, the first European to discover Alaska and eventually honored by having the straits he crossed named after him. Also known as the Bering Strait, as well as a time zone we now call the Bering Time, the Bering brand blends minimalist Danish design and extraordinarily optimal materials to come up with watches that are inspired by the beauty of the arctic with its clear, streamlined forms, and pure elegance.

General Cebu Bering watches
BERING WATCHES. The brand blends minimalistic Danish design and extraordinarily optimal materials.

One among which is the Bering Slim Solar Watch, an environmentally friendly watch that has a power reserve. Capable of running for six to twelve months once fully charged, the watch is made of scratch resistant sapphire crystal, brushed stainless steel, and fine mesh or calf leather. Plus, it features a 3D look with its raised indices – making it stylish, elegant, and easy to read.

Red Wing Shoes

Founded in 1905 by a local shoe merchant, Red Wing Shoes are crafted with skill and precision by the most discerning shoe makers.

General Cebu Red Wing Shoes
RED WING SHOES. These pairs are crafted using premium leather and goes through 3 processes.

Each shoe goes through six processes of construction, including the cutting, fitting, bottoming, Goodyear welt construction, toe types, and finishing – all of which are meticulously accomplished by passionate experts.

Moreover, Red Wing Shoes are constructed using premium leather from its very own S.B. Foot Tanning Company and are available in round toe, moccasin toe, capped toe, and brogue toe.


Inspired by the life and times of Millican Dalton, a self-proclaimed “professor of adventure” who spent his daylight hours taking paying guests on rock climbing and mountaineering expeditions around the Lake District, Millican makes sustainable bags for the conscious traveller.

Setting the brand apart from other outdoor bag brands is its environmentally-conscious construction process as it makes use of organic cotton, recycled polyester, vegetable tanned leather, and stainless steel.

Perfect for outdoor enthusiasts with a heart for mother nature, Millican carries rucksacks, roll packs, and ruffle bags in capacities of 18L, 25L, 32L, and 40L. Millican also has casual silhouettes for casual everyday use.

General premium brands

Other brands found in General are Masterpiece bags, Lyle & Scott, Victorinox Apparel, Stance, Herschel, Dr. Martens, G-Star, Hex, Johnson and Murphy shoes, Rains, Raen, Swims, and Hedgren.

In its commitment to keep up-to-date with everchanging trends that are relevant to its clientele, General started the Curatorship among its in-store programs. An occasional invitation to individuals, brands, and icons to redesign the store’s interiors in accordance to their personal taste and style, the Curatorship represents General’s adaptive and insightful attribute.

General Cebu Herschel wallets.
Herschel wallets.

General Assembly

The General Assembly is a social event that goes hand in hand with the Curatorship program. The event primarily invites key influencers and VIP customers to come together and witness the inauguration of a store’s latest curatorship.

General Cebu Herschel bags
Herschel bags.

At General, find an array of lifestyle products that caters to men’s taste for quality and distinction. Whether it be for one’s self or for an equally cultivated gentleman, one is sure to discover brands that will suit his particular needs and preferences.

General is owned and operated by The Primer Group of Companies, Asia’s next retail giant.

About General

General is a pioneer concept store that brings forth the quintessential men’s lifestyle store to the Philippines. It is located in upscale Metro Manila in Bonifacio Global City, placing itself in the high end-contemporary radar of men’s fashion.

General seeks to capture the twin qualities of cleverness and distinction—standards that befit the self-made cosmopolitan man—with an exclusive selection of male-centric brands such as Lyle & Scott, Victorinox, Swims, and Laco.

General Cebu Masterpiece bags
Masterpiece bags.

The Curatorship

It spares no quarter in completing the male shopper’s experience with programs like The Curatorship. Through it, in-store themes and merchandise will change every so often to reflect a certain lifestyle that can serve as relevant style cues for men.

General sees itself maturing as the leading men’s lifestyle store beyond its local beginnings. It ventures to claim that title with a solid brand repertoire and sustained respect for the male intellect.

General Cebu Dr. Martens.
The iconic Dr. Martens.

About Primer Group of Companies

Established in the Philippines in 1985, the Primer Group of Companies is engaged in the retail and distribution of the world’s top and premium consumer brands in outdoor, travel, footwear, fashion, wellness and urban lifestyle. It has also established a solid ground in industrial products and services landscape, with companies in full-scale printing, air-conditioning and creative graphic design and services.

General Cebu Star Raw.
Star Raw items.

The company is aggressively expanding to become the leader in the global distribution and innovation of premium goods and services. Its retail authority alone has grown to over 150 premium brands, with over 500 free-standing stores worldwide.

Headquartered in Manila, Philippines, the Primer Group employs over 3,000 and has presence in Hong Kong, Indonesia, Japan, Malaysia, Singapore, Taiwan, Thailand, Vietnam, Australia and the United Kingdom.

General Cebu Ayala Center Cebu
GENERAL IN CEBU. The lifestyle store is located in Ayala Center Cebu.

MyCebu.ph works with the top brands in the country to reach out to the Cebu market. For inquiries, please send an email to [email protected].

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