For October Filipino American History Month, we dug deep to identify the emerging clothing brands owned by members of the community. Notably, all but one of these labels hail from Los Angeles or the San Francisco Bay Area, as California boasts nearly 40% of the nation’s Filipino population.
This roundup highlights a selection of brands embodying a wide variety of styles and aesthetics, all deeply rooted in the founders’ Filipino roots. While these labels run the gamut, they are all connected by a through-line of transcending their heritage via forward-thinking designs, purposeful collaborations, and commitment to authentic storytelling.
Here are seven next-generation labels that are redefining what it means to wear culture with pride. Whether you’re searching for statement pieces or everyday essentials, these brands deserve your attention this month and always.
Abakada
Founded in: 2018
Based in: Chicago, IL
Price range: $35-$120
Where to buy: abkdco.com and the Abakada Flagship Store in Bensenville, IL
Co-founder Arvin Boyon explains the reasoning behind Abakada’s name: just as Abakada—the traditional Tagalog alphabet—is the first thing children are taught in school, he hopes that those unfamiliar with Filipino culture can learn a thing or two through his brand.
Abakada incorporates Filipino motifs in its graphics, most notably in the form of the Philippine Eagle or the ‘+63’ country code. The brand’s staple hoodie, known as the Uniform Hoodie, displays “Abakada” in Baybayin, an ancient writing script.
The brand has been worn by Jalen Green and Camryn Bynum, and most recently partnered with Toyota to release collaborative merch for Complex’s Family Style Food Festival. With humble roots designing and fulfilling orders from an apartment complex, to now selling out within hours of releasing collections and operating its own retail shop, Abakada has positioned itself as a vibrant new voice in streetwear.
Bago
Founded in: 2021
Based in: Los Angeles, CA
Price range: $15-$265
Where to buy: bago.la
Bago’s garments start from scratch—no blanks, no branding templates. Intentional storytelling are woven into all of its products, from oversized shirts inspired by the kamisa and work barong (common everyday wear for the Philippine working class), to the brand’s signature Araw bucket hats that pay homage to straw hats worn by lolos and lolas in the provincial areas of the Philippines. Bago ensures that its materials are ethically sourced by partnering with ANTHILL Fabrics, an organization that works directly with weavers in the Philippines to produce handwoven textiles such as the Pinilian and Binakol.
Founder Brandon Comer chose the name “Bago” because of the word’s dual meaning: ‘new, fresh, and modern,’ but also ‘change.’ As such, the brand’s vision is to embrace the duality of being both Filipino and American: “We live in a constant tension between two worlds—Filipino, but not American enough; American, but not Filipino enough,” Comer says. “Our journey to define our identity pays homage to our heritage and everything we’ve inherited, while creating something new.”
EazyLA
Founded in: 2020
Based in: Carson, CA
Price range: $50-$150
Where to buy: eazy-la.com
EazyLA is a streetwear brand that could be described as the visual embodiment of a YG, Dr. Dre, or Snoop Dogg music video. Influenced by ’90s workwear staples such as Dickies and Ben Davis, EazyLA makes “fly west-coast statement pieces,” according to founder Ian Lina, who comes from the DJing world. Expect to find boldly embroidered jackets, work shirts, and hats, all tailored for a perfectly boxy, oversized look inspired by Lina’s love of hip-hop culture.
The brand has been sported by the likes of Druski, Wattshomiequan, $tupid Young, Iamsu!, and more. It imparts the hustler, streetwear vibes of the ’90s and brings them to modern-day fashion, while staying true to its LA roots and the melting pot of cultures the city represents. “Filipino and Filipino American culture is about resilience, strength, and a deep sense of belonging. With EazyLA, I wanted to build a connection to our heritage that feels authentic and personal,” Lina says. “My hope is that each piece reminds you of where you come from and inspires you to carry that pride with you, no matter where you go.”
Enter Nostalgia
Founded in: 2019
Based in: Daly City, CA
Price range: $40-$200
Where to buy: enternostalgia.com
Launched by best friends Jaden Yo-Eco and Humbert Lee when they were in high school, Enter Nostalgia had humble beginnings, first doing business out of the trunks of their cars. Now, the brand has been worn by rappers YG, Blxst, Toosii, Shordie Shordie, and more.
Enter Nostalgia’s marquee item is its Paisley Button-Up, a nod to the traditional Barong Tagalog often worn during Filipino weddings. Now, more and more people are wearing the brand’s barong instead of traditional ones for their actual wedding ceremonies.
As its name implies, Enter Nostalgia seeks to evoke the past. For a recent capsule, Yo-Eco and Lee revisited their high school hangout spots, creating a capsule inspired by their personal memories. The majority of the brand’s lookbooks are shot at local Filipino food and retail businesses, such as Lucky Three Seven in Oakland, Barong and Formal in Vallejo, and Tselogs in Daly City. A standout campaign from the label was shot this year at the Buscalan Village in the Philippines, with the village’s eldest tattooer Apo Whang-Od as the model. “Our paths are often influenced by family expectations, like pursuing nursing or ‘stable’ careers,” Yo-Eco says. “Enter Nostalgia breaks this stigma by embracing and showcasing Filipino talent through our garments, to encourage following one’s true passion while also conveying the message of sticking to your roots.”
ISLA Project
Founded in: 2020
Based in: Los Angeles, CA
Price range: $45-$120
Where to buy: theislaproject.com
Founded in Manila and now based in LA, ISLA Project provides a unique vantage point of having its roots planted in its motherland. One of the label’s core mantras is “Focus on the tribe”—it’s a reminder to stay rooted and to pay respects to the indigenous communities in the Philippines. “Being born and raised in Manila and becoming immigrants in the US, ISLA Project captures everything in between these two ends of the spectrum,” co-founder Pat Palacio says.
ISLA Project specializes in screen-printed designs of famous landmarks and events in the Philippines, like graphics of the Sagada Mountain Province, drawings of Siarganon coconut farmers, and illustrations of the 1975 boxing match between Muhammad Ali and Joe Frazier.
The brand is also notable in that it focuses on giving back via charitable donations. Every Christmas, ISLA collaborates with Bigay Puso foundation on an outreach program for children in underserved communities in the Philippines. It has also partnered with Lokal Lab, a grassroots NGO based in Siargao Island focused on sustainability projects.
Mondaysuck
Founded in: 2016
Based in: Temecula, CA
Price range: $30-$150
Where to buy: mondaysuck.com
Founded by Orcino Tan, Mondaysuck was initially a college application idea for the Fashion Institute of Design & Merchandising in LA (Tan got accepted, but ultimately never went). “Mondaysuck” was a relatable saying that also gave the idea that regardless of the day of the week, you should never give up on your dreams.
Tan’s brand creates simple yet impactful pieces that combine a west-coast surfer vibe with Filipino culture. Many of Mondaysuck’s outerwear, hoodies, T-shirts, and hats incorporate the sun of the Philippine flag as graphics and hardware details. The label’s signature item is the Barong Americano button-up, which instead of using traditional piña fabric, is assembled with custom-made embroidery and cropped in a boxy fit that screams California skater.
The brand had a notable collaboration with Black Eyed Peas founding member Apl.de.ap in February of this year to support young creatives in the Philippines. Nick Jonas was also spotted in a Mondaysuck waffle knit jersey on tour in April.
Sago Studio
Founded in: 2019
Based in: San Jose, CA
Price range: $40-$100
Where to buy: sagostudio.co and Studio by Sago in San Jose, CA
Sago Studio started as a casual conversation between co-founders Brian Hwang and Janibert Ryan Acio, and has now blossomed into an up-and-coming streetwear brand in the San Francisco Bay Area. Acio went all-in on building Sago Studio after he was laid off due to COVID-19, while Hwang took a step back from his job as a respiratory technician to join the effort. The brand’s most popular design is its signature paisley print, which has been integrated into Sago Studio’s DNA from the beginning, from its best-selling shorts and duffle bags to beanies.
Over its five-year journey, Sago Studio has gained recognition by professional athletes like Golden State Warriors’ Jordan Poole and All-Star Ja Morant of the Memphis Grizzlies, as well as rappers P-Lo and Cozz. The label is also set to debut at this year’s Complexcon in Vegas.
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