Marikina expands its digital footprint among discerning consumers with Taglay Pinoy

Brands hailing from the country’s Shoe Capital put their best foot forward as they step into an expanded online presence through Taglay Pinoy

Homegrown brands–both footwear and beyond–add a digital chapter to the design legacy of Marikina, as 8 brands hailing from the Philippine home, fashion, and lifestyle (HFL) sector set foot on Taglay Pinoy.

Taglay Pinoy is a comprehensive assistance and resources program tailored for the empowerment of micro, small, and medium enterprises (MSMEs), to amply equip them for transition into, transformation within, and takeover of the digital space. 

Representing the centuries-old heritage of the shoe capital are different narratives of currently active footwear brands, both nascent and battle-tested. Brides have a new ally in Pustoryosa founder Vanessa Valero, who fell into the competitive intersection of weddings and shoes with a few custom projects from her aunt. In the process, Valero fell in love with making sure that every bride feels equal parts elegant and comfortable on one of her most memorable days. 

Stepping from the backend and into the spotlight are Grant Shoes Corporation OPC and Craftique Corporation: The former has long counted SM’s Parisian as a B2B (business-to-business client), all while continuing on as a family-run business for its high-fashion unit. Craftique has been supplying big brands and outfitting celebrities in genuine leather that the brand confidently describes as “lifetime-quality.” Craftique then branched out to creating a craft workshop series for kids, bringing its MTO (made-to-order) and eye for quality to its youngest consumers yet, offering paint-a-pouch sessions that aim to boost focus, enhance creativity, and double as bonding moments for the whole family.  

The youngest among the footwear brands flying the Taglay Pinoy banner, Brad’s Trendies - Special Love Story, was just established in 2022. The love story with shoes, however, runs deep, as Brad’s Trendies is a continuation of the legacy of founder Alicia Kate Bermundo’s father, who is one of the oldest sapateros in Marikina. Using genuine leather, Brad’s Trendies aims to keep the Marikina signature and spirit alive, bringing comfort in every wearer’s steps. 

Brands offering accessories that go elsewhere, namely, usually on one’s shoulders, are no less discerning with quality and no less cognizant of how to harness Marikinia’s material of choice, leather. While its bags are produced en masse, quality is paramount for Rexis Maris; so too are personalization so that it fits the customer’s aesthetic preferences, as well as durability which is always addressed in the brand’s use of Vigan leather. 

Vestrada likewise carries a solid understanding of its wearers, with well thought-out designs and sizes to fit evolving desires and mainstay needs when it comes to a bag. Vestrada started out in the business with a buy-and-sell model, before its owner decided to zero in on bags. With such focus came a solid viewpoint on how to edit the catalogue: Adaptation to fast-moving trends for women and an emphasis on quality and durability for men. 

Further expanding the already-sizable shelves of products on offer in the city, Ash Kitchen and Luka Ferrucio are making a name for themselves and for Marikina in beauty. Luka Ferrucio, named after founder Ella Mae Cruz’s son Lucas, enjoys renown and loyal customers for 51 luxurious scents (eau de parfum) comparable to crowd-favorite fragrances in the global market, but at way more accessible price points. 

Ash Kitchen founder Gina Dela Cruz’s mild psoriasis and search for a hobby led her to soaps, making bars from ash so that they’re friendly to her condition. From her home kitchen, Dela Cruz then sought out mentorship from large corporations, the DTI, and the DOST to build a brand with sought-after all-natural products like serums with best-for-skin niacinamide, healing balms, and aromatherapy oils, all delivered in eco-friendly packaging.