Made in the Philippines

I am proud to be a Filipino. Despite all our problems and flaws, I could never imagine myself or even wish to be any different. A Filipino strives for excellence because he desires it. I remember the first time I went to Italy. I felt so sorry for myself. I felt so deprived. People there live art and culture. As soon as you step out of your home you see historical buildings, churches, monuments and sculptures. You are surrounded with all things beautiful. Design — from fashion to jewelry, architecture, furniture and cars — is at its best. People are sophisticated. They know how to live life. They know how to enjoy all these beautiful things. There is no excuse not to strive for excellence. It is expected.

Here, it is more of a struggle. Excellence is a choice we make. We need to seek art and culture. You have to want to learn. And, unlike Europe, we can only appreciate most of it through books. We can only imagine. Therefore, I greatly respect any Filipino who wants to be the best at whatever he chooses to be. All starts from this: pride in your work. With this comes only the best outcome, be it grand — from fashion design to architecture and politics — to normal work, which is no less important, like cleaning the street, selling vegetables or serving food. I appreciate Filipinos who know the value of hard work. I appreciate Filipinos who are interested in tradition and want to keep it alive. I appreciate Filipinos who are authentic. I appreciate Filipinos who are proud to be Filipino.

During my travels, I often wondered why I could see a diverse mix of products, from baby clothes to lingerie, home accessories and furniture, with the label “Made in the Philippines” in the best stores in Europe and America but never in our own country. I was so proud to see the finest things from the Philippines but also sad that we would never have the opportunity to enjoy them in our own country.  Why can’t we get the same quality here? Why do we settle for anything less? This gave me the motivation to open a boutique with only the highest standards in mind. We are so used to expecting quality only from imported brands. We assume that the high-end market is only reserved for global luxury brands. We often look down on things made locally. We cannot fully blame the Filipino consumer, though. They are given neither the opportunity nor the confidence.

When I opened Jo, my jewelry and accessories store in late 2003, many were skeptical. Many only gave me months to live. Despite all the criticism, I am thriving. And I have my fellow Filipinos to thank. Without those who appreciate and believe in my work, I would have already died. Filipinos now are discerning. We know what we want. Women, specifically, are now independent. They no longer wait for their man to buy them the things they desire. They now have the spending power. We live in a highly demanding environment. Only if you stay upright and pursue the highest standards will clients remain loyal. I appreciate Filipinos who support other Filipinos’ work.

I appreciate and respect Inno Sotto. I respect Inno for constantly striving for excellence. Last October 29, he presented another well-received collection at the ballroom of the Makati Shangri-La. I worked with him at a number of his galas during my career as a model. It was every model’s dream to be part of an Inno Sotto show. To be his opening or finale meant you had reached the top. He was the only one who demanded an international standard of measurement for his models. I remember when he told us that he would present a collection in Paris. We all wanted to be part of this, of course, but only models that would reach his standards could join. Those who passed were measured. We had our own mock cheesecloth pattern and each had to maintain the ideal measurements until Paris. Only in Paris 1996 did I see Filipino models as international models. Only Inno was able to achieve this. After Paris, models that didn’t care went back to doing what they wanted. Models lack the discipline because it is not so competitive here. Many designers adjust to their size differences. Would you believe that Inno even goes to the extent of training models before his show?

“I have to be realistic. If I don’t do that, I would be in a worse situation,” Inno said. There are only a few who do their homework. “My ideal is a 50-piece collection. But how can I do that when there are not enough models?”

Involving himself in the entire process of all his projects is one of the formulas for his continued success.  Inno knows what he wants. He is not afraid to dream and he has the boldness to realize it. Two weeks ago, I was watching a feature on television about an elderly lady who makes bayong bags for a living. It has been a tradition in their family for three generations now. Despite the lack of demand in recent years, she has continued weaving these bags. She was so proud to proclaim that she has been helping the environmental-friendly cause for decades. True enough, I remember my mother toting her big bayong bags every time she would go to market. Long before these reusable canvas bags came into fashion, our mothers and grandmothers were already hip carrying their native versions. Sadly, though, she lamented that none of her children want to learn her craft. She said they prefer to go into marketing or anything that involves computers. This skill will unfortunately end with her.

These two Filipinos from completely different realities take pride in their work.  They make us proud to be Filipino.

We cannot compete with China. We cannot compete with their mass-produced and inexpensive goods. They thrive in a market that wants things cheap and immediate. They want to make money fast without considering quality or design. So why even compete? Do you actually prefer to compete with a market that prospers on copies? Respect the artist. Buy only original. These authentic brands spend time and money on design and quality. Appreciate design and the value that comes with it. We have so much talent here. We are able to make things world-class.

“Our problem is that we do not regard the label ‘Made in the Philippines’ highly,” said Joji Lloren, president of the Fashion and Design Council of the Philippines while we were discussing the local industry during our after- show celebration with Inno. “We don’t bat an eyelash paying thousands of pesos for a luxury-brand product but we complain about the price if it is made here.”

We can only succeed if we support each other. Credit is also due to the Ayala family for believing in Filipino talent. I am one of them. Without providing the venue, like Greenbelt, our dreams would not have flourished. Soon, more local talent will open their specialty stores in the new addition, Greenbelt 5. Greenbelt has won many awards for its design, including the 2003 Award for Excellence for outstanding development projects from America’s Urban Land Institute, and the Design and Development Award from the International Council of Shopping Centers in 2004.

What we need to learn is the Italians’ pride in all things “Made in Italy.”  It is a brand in itself. It immediately signifies design and quality. It is the only country I have seen in the pages of international fashion magazines to advertise fashion without designers’ names. “Made in Italy” is sufficient. With this also comes integrity. No one will dare put this label unless it originates from there. Neither will they attach their names if they truly did not design the product. On my recent trip to Cebu, I went around to look for raw materials I could add to my designs. It came as a great surprise and disappointment when I learned that a few current designers have claimed ownership of things that are not really their work. The industry is so small and you are only as good as your word. Let us stay true. It will not help the “Made in the Philippines” label.

Be proud to be Filipino. Be happy about other people’s successes. Compete only with yourself. Keep your integrity. Settle only for the best. Live for excellence. Then we will surely see brighter days.

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Send queries and suggestions to jo@joyceorena.com.