Women now proudly wear their heritage

Once upon a time, about eight years ago, I founded Kaayo Modern Mindanao with a simple yet fervent dream: to have every Filipino wear Filipino. Reflecting on that journey today, I am thrilled to see modern Filipino women embracing the Filipiniana in bold and authentic ways.

For me, this movement has always been more than a fashion trend—it is a celebration of our identity and a powerful statement of the resilience and creativity of our people.

Over the past decade, the Philippine fashion industry has experienced a remarkable resurgence. More designers are now incorporating indigenous fabrics and traditional techniques into their collections. This shift honors our heritage by celebrating the unique beauty of our artisanal traditions.

I vividly remember the early days of Kaayo and how my mother inspired us with her passion for our cultural roots and improving tourism in Davao, as well as her commitment to uplifting local communities. Her influence remains at the heart of our work, reminding us that our traditions are our greatest treasure.

The work I began at Kaayo Modern Mindanao was always about uniting tradition with innovation, and I am incredibly proud to witness how the team continues to carry that vision forward with the same passion and drive. It is a manifestation of the vibrant evolution of an industry that celebrates the beauty of wearing our culture.

Now, as Kaayo prepares to launch its very first concept store at Robinsons Magnolia alongside a refreshed website, a new chapter unfolds in this enduring mission. At the new concept store, the team will introduce three innovative retail experiences that honor Filipino cultural heritage while championing sustainability.

Coinciding with the store and website launch is a fresh collection that celebrates empowered Filipino women. This collection is presented in striking photographs featuring real women—the very first models who supported Kaayo since the website’s inception—who embody strength, authenticity, and cultural pride. They’re just a few of the many who have truly supported Kaayo since day one and I’ll always be thankful to each one who has worn our collection. Notable figures, such as education advocate and TV executive Tootsy Angara, DSWD Undersecretary Aliah Dimaporo, entrepreneurs and fashion icons Odette Pumaren and Kai Lim, PR and marketing expert Apples Aberin, exemplify the essence of the Kaayo woman, reinforcing the belief that our culture flourishes when women lead.

Beyond being a fashion brand, Kaayo is a social enterprise deeply rooted in the Filipino spirit and the artistic traditions of Mindanao. By working closely with indigenous weavers, Kaayo creates products that are sustainable, of exceptional quality, and authentically Filipino—a continual celebration of our indigenous craftsmanship and a source of empowerment for local communities.

I am immensely proud of the progress the team has made, and I extend my heartfelt gratitude to them for keeping my dream alive even as I pursue other endeavors. Their dedication ensures that the vision I once had continues to grow and evolve.

I invite you to experience Filipino fashion in a fresh, modern format as Kaayo prepares for its official launch in late February to early March 2025. This new store and website are not merely retail outlets; they are platforms where tradition meets modernity, offering tangible expressions of our rich cultural heritage.

Every time someone wears a Kaayo piece, they’re not just representing our culture—they’re wearing tradition, hard work, and the dreams of generations of weavers.