Everyday dressing with a dose of whimsy
You know the drill: You head to Uniqlo for one item and leave with an entire wardrobe refresh.
Now, Bulakeños won’t have to travel far for that experience. With its second store in Bulacan now open at SM City Marilao, Uniqlo makes it easier than ever to shop its cult-favorite basics, seasonal collections, designer collabs, and everyday LifeWear essentials.
A warm Bulacan welcome
The store opening wasn't our first stop. Before any shopping happened, the Uniqlo team—led by chief operating officer Geraldine Sia, head of PR and sustainability Krisca Tadena, and senior PR manager Kale Capati—treated us to a little Bulacan immersion, starting with lunch.
While Marilao is known for its chicharon and kakanins we headed to Ysmael's Restaurant in Sta. Maria, where a feast of Bulacan classics offered the perfect welcome to the province. From heirloom recipes to crowd-favorite comfort food, it was a reminder that Bulacan's charm extends far beyond its historic landmarks.
The spread showcased the province's rich culinary heritage, with dishes that balanced nostalgia and comfort in every bite. One standout was Ysmael's palabok, which arrived looking surprisingly like pad Thai. But one forkful quickly brought us back home—rich, savory, and unmistakably Filipino, with the comforting flavors that make the dish a perennial favorite.
Fueled by a satisfying lunch and a deeper appreciation for local culture, we were ready for the main event: Uniqlo's newest store in Marilao.
Ready, set, shop
Located on the second floor of SM City Marilao, Uniqlo brings the brand's signature philosophy closer to Bulakeños. Bright, spacious, and easy to navigate, the store is filled with the pieces that have earned cult-favorite status among shoppers. For me, that's the Supima white tee, the Bra Top, and linen pants—the kind of staples that somehow end up in my basket every single time.
I also got a preview of Uniqlo's latest collaboration with Danish designer Cecilie Bahnsen, whose signature romantic style adds a softer, more whimsical touch to the brand's otherwise understated staples.
To mark the celebration, shoppers were also treated to limited-time offers across select pieces. Uniqlo’s U Crew Neck T-Shirt dropped from P590 to P390, the Jersey Barrel Leg Pants from P1,990 to P1,490, and the AIRism Bra Camisole from P990 to P790, among other discounted essentials.
Community rooted in connection
As part of the store opening, Uniqlo underscored its intention to weave closer ties with the Marilao community through meaningful local partnerships.
During the opening, the first 100 customers each day received a custom puni basket handcrafted by Punique, a social enterprise that empowers women by promoting puni weaving as a sustainable supplementary livelihood. Each basket was paired with toasted pastillas from Rosalie’s Pasalubong, a well-loved Bulacan brand known for its classic local delicacies.
To further support the craft, Punique also conducted puni weaving workshops for students, helping foster appreciation for the tradition while ensuring its continuity among younger generations.
In a parallel initiative, Uniqlo partnered with Yellow Boat of Hope to donate a motorized boat, school supplies, and pre-loved clothing to students of Pamarawan Elementary School, helping improve access to education and reinforcing the brand’s commitment to the communities it serves.
Bulakeños, in turn, showed up in full force. Lines formed at the counters as shoppers filled their carts with their favorite pieces, turning the opening into a lively celebration of Uniqlo’s arrival in Marilao.
And that's exactly the danger of a Uniqlo run: you come in for one item and leave mentally planning an entire wardrobe refresh.
