Inside Gum Cruz’s Brand Collaborations and Industry Partnerships
Through select brand partnerships, Gum Cruz has expanded his footprint beyond traditional barbering.
Gum Cruz’s documented collaborations span grooming, lifestyle, retail, and corporate brands.
Brand collaborations are earned through credibility, consistency, and professional positioning. Gum Cruz’s portfolio reflects partnerships across barbering, fashion, retail, consumer platforms, and automotive. These collaborations were not isolated features but structured campaigns, brand launches, and curated showcases. Each partnership aligns with a specific milestone, whether representing a grooming brand, participating in fashion collaborations, or supporting national campaigns. Together, they show how his professional identity extends beyond the barber chair into broader lifestyle and business spaces.
Barbering foundations and long-term brand trust. His partnerships with WAHL and Mizutani Japan formalized his credibility in grooming.
Gum Cruz’s brand credibility in grooming is anchored in his partnerships with globally respected names such as WAHL and Mizutani. In 2022, he became the exclusive partner of Mizutani Japan in the Philippines, aligning himself with one of the most prestigious scissor manufacturers in the world. This partnership reflected trust in his precision, consistency, and professional standards. In March 2024, he became the first Filipino WAHL Southeast Asia educator, a role that positioned him as a regional representative for one of the most established clipper brands globally. That appointment signified recognition not only of his technical ability but also of his capacity to educate and uphold brand standards across markets. These partnerships established a strong foundation for his expanding collaborations within and beyond the grooming industry.
Collaborations spanning fashion, retail, lifestyle, and automotive showcase his growing cross-industry reach.
In 2024, Gum Cruz participated as a creative collaborator in Signet x Boss Manual, contributing to a fashion showcase that connected grooming with contemporary menswear. He was also featured in Signet x Paraboot, integrating Paraboot within a curated retail collaboration. In 2025, his portfolio expanded across major consumer campaigns, including supporting Grab through everyday lifestyle content and featuring Ronnie & Joe eyewear. He supported a Shopee x Converse retail campaign, integrated Le Labo into grooming and lifestyle storytelling, and represented New Era through culture-led appearances. Additional collaborations included Watsons x Hair Works for a marketing promotion and partnering with BYD Philippines for the launch of the Tang DM-i model. Together, these collaborations reflect a professional trajectory that extends beyond barbering, positioning Gum Cruz as a trusted creative partner across culture, retail, and lifestyle platforms.
