From roots to riches

MANILA, Philippines - Talk about multipurpose clothing: THE, without seemingly trying, operates on a one-two punch scheme, where apparel becomes the canvas for social commentary (“less couture, more culture”) while repeatedly harking back to its Cubao roots. Clearly, it’s a formula that works. It’s charismatic enough to draw thick crowds at their parties at Cubao X, and sustainable enough to have kept them where they are for four years now. The team behind THE (Auggie Fontanilla, Dino Sarmiento, and Jerik Robleza) fosters a thriving community of rebel consumers who, in an age where fetishizing streetwear is all the rage, knows that home is where the heart (and the art) is. Young STAR chatted with THE about how they started, where they’re going next, and why you should spend less time on the Internet.

YOUNG STAR: How did THE come about?

THE Clothing: We did it for fun and printed shirts for ourselves, until it became our passion. 

Take us through your production process — from coming up with the designs to the release. How does every collection start?

All quick strike. Design inspiration comes first (movies, music, feelings, lifestyle or emotion) then everything follows — the type of garment to print on, color, target release date, then production.

What do you guys always try to keep in mind when starting any collection?

Turn off the computer, go outside for inspiration. Don’t search on the Internet so you won’t follow any trendy colors or designs. Never follow trends.

Who’s the ideal THE customer?

People who love graphic and/or limited-edition tees. Graffiti artists and skaters.

What would you consider as the brand’s classic styles and prints?

Staple THE logo and Cubao City.

Can you name three important milestones for THE, whether an event, a person, a collection, etc.?

Our guerrilla trunk days. When we got a shop. The first Commune/Unschled collab in Perea — that opened a door for us. 

Three words that would best capture your brand.

Real. Bona fide. Anti-fashion, anti-hypebeast. 

Where do you see the brand in the next five years?

We still livin’ in the moment right now. Hopefully, we have an empire by that time.

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Check out THE Clothing elsewhere on Facebook (facebook.com/theclothingmanila), Instagram (@theclothing) and on Tumblr (www.theworldpeacemovement.tumblr.com).