R2R, Kultura, and SM Green Finds: The business of doing good

“My mom showed me that there are many ways to create good in the world, and that for whatever way you choose, you must show up fully,” said Reese Fernandez-Ruiz.

Reese found her way to create good in the world—through Rags2Riches, also known as R2R, the social enterprise she founded in 2007. “We started in 2007 in Payatas, one of Metro Manila’s most underserved communities, with P10,000 and a belief that craft could be a pathway out of poverty.”

Reese was inspired by her mother, who was a missionary. “Growing up, my mom’s missionary work was our way of life. This upbringing didn’t just expose me to the realities of poverty, I actually lived them. But beyond the hard realities, I also saw the possibilities. I saw how faith wasn’t passive. It was an invitation to act.”

And act she did. R2R is a fashion and design house that empowers community artisans in the Philippines by providing sustainable livelihood opportunities and a platform for their craftsmanship to reach a wider audience.

“Everything we do is built around the artisans. We’ve trained over 1,000 artisans across eight communities, teaching them zero-waste weaving techniques using upcycled and scrap textiles,” Reese said. “But beyond training, what we’re really building is economic dignity and the ability for an artisan—mostly women—from a vulnerable community to get out and stay out of poverty.”

Eco-ethical fashion

R2R’s eco-ethical bags, accessories and fashion pieces transform unwanted fabric into covetable designs, allowing customers to make a fashion statement while supporting a larger social mission. “We give our customers, who we call our advocates, a kind of choice that resonates with their style but also with their values. When our advocates buy R2R, they are not just getting an intentionally-designed handcrafted product, they are also wearing their values proudly.”

Finding retail partners who shared its vision proved crucial to R2R’s growth, and it found a natural ally in Kultura, the retail brand known for championing Filipino craftsmanship, local enterprises and homegrown products.

“Kultura was one of R2R’s earliest believers. When R2R was only a few years old, we connected with Kultura and because our missions were so aligned from the beginning, it was a very easy conversation. Through Kultura, we were able to showcase the earliest creations of our artisans,” said Reese. “Kultura is a well-established brand and a go-to destination for anyone looking for the best of Filipino craft, design, and culture. Being part of that was absolutely a credibility builder for R2R but beyond this, it opened us up to a much wider market. It introduced our brand, our artisans, and our story to people who might never have found us otherwise. And more reach, for us, means more impact.”

Back in Kultura

Today, you’ll find R2R back in Kultura. “The timing feels perfect! The Kultura customers have grown and evolved and so has R2R. We’re returning at a moment when Filipino pride and Filipino love are growing in leaps and bounds. More Filipinos are actively choosing Filipino, and Kultura is at the center of that movement,” Reese said.

At Kultura, you’ll see R2R’s crowd-favorite Buslo Blocks Bags, Pusô Hobo Bags, Sobre Convertible Clutch and more, each piece featuring the signature R2R weave by R2R urban artisans.

“Kultura is a very values-aligned retail partner for us because Kultura intentionally supports Filipino communities while representing the best of the Philippines. For a brand like ours, that matters. We’re not looking to be just a feel-good corner. We want to stand next to other excellent Filipino brands and compete on design, quality, and story, all at once. Kultura creates that environment.”

The brand is also part of SM Green Finds, which spotlights products and enterprises that champion sustainability and social impact. Being featured by SM Green Finds has given R2R more than shelf space—it has connected the brand with consumers who actively seek out products that align with their values.

Intentional shoppers

According to Reese, SM Green Finds has helped R2R connect with shoppers who have become more intentional about what they buy. “Green Finds helped us reach a consumer who was already leaning toward conscious choices but hadn’t found us yet. There’s a growing segment of Filipino shoppers who want to align their purchases with their values and Green Finds puts us in their path. Green Finds provides the right kind of visibility to brands like ours.”

She added, “The customers who discover us through Green Finds tend to become loyal ones because the values match from the start.”

For Reese, being part of Green Finds is both a recognition and a responsibility.

“Green Finds puts a spotlight on brands with real advocacies and sustainability efforts,” she said. “For R2R, being part of it is a credibility builder, a badge of honor, and an ongoing reminder to be even better.”

As R2R looks toward the future, Reese sees initiatives such as SM Green Finds helping the brand build a lasting legacy.

“R2R’s goal is to become a Filipino heritage brand,” she said. “We want R2R to carry the story of Filipino artisan ingenuity at a level the world admires. That’s a 10-20 year vision with a 100-plus-year horizon. And partners like SM Green Finds are part of how we get there. They give us the sustained presence and the right positioning to build that kind of brand equity over time.”

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Editor's note: BrandedUp is designed to provide you with insightful, inspiring, and educational content created by The Philippine STAR in collaboration with brands like SM Store.