“Locally-made” used to exist as a moniker for exotic. It was aimed at those who sought after unique materials and the novelty of simply owning them. In recent years, however, the Philippines has had a complete turnaround in who and what it is that makes local products special.

Personalized, accessible, seasonal, and reliable have become terms synonymous with local brands that have accumulated goodwill within the Philippine market. The fashion industry has seen the change most of all, as newer generations slowly move away from name brands and instead focus on personalization through aesthetics.

For sustainability-minded consumers, the importance of local brands also has to do with making an active choice to support sustainable, clean, and non-malicious business practices of a brand, with some brands brandishing their political stance as part of their identity.

Brands such as Eve and Adam have recently seen an uptick as the topic of affordable, local handbags caused a trend amongst users on X, featuring prices as low as ₱274 for their Zero Profit Statement Bag and as high as around ₱1,850 for their highest-tier offerings.

A recent trend saw customers getting their own tailor-made leather shoes in Marikina, the shoe capital of the Philippines. As Doc Martens had soared in popularity, the local alternative had provided customers with a pair that was more within reach.

ARTWORK T-Shirts is a clothing brand that sells tote bags, coin purses, laptop pouches, hats, and T-shirts that scratch the itch for the aesthetics that vintage shoppers look for. Heavily stylized with references and jokes that big brands and international products cannot replicate, with prices that never go above ₱730 for their latest releases.

As customers become more conscious about the brands and products they choose to purchase and support, local brands are set to continue growing for years to come. As research and more information are released about inhumane working conditions and displacements caused by fast fashion, the issue has hit the mainstream more easily, and local brands have started to become the representation of the values and aesthetics that Filipinos have been asking for.