As a business venture, Barong Filipino’s achievements, compared with those of many other companies that have made it big in manufacture and retail, are, at best, modest. But success shouldn’t be measured only by material gains. Greater praise is due to those who attained success through sheer grit—those who helped themselves and the people who depended on them. Industry, passion for one’s work, determination and, most important, the love that attended every step of the struggle, are what Barong Filipino has had a lot of.

Starting out as a barong supplier to SM Department Stores, Barong Filipino was invited in 1991 to retail its own products in two of the chain’s major malls – SM Megamall and SM City North Edsa. Today, Barong Filipino’s brand is present in over 30 SM malls throughout the country. Tradition and innovation – these values take shape in every product that is designed and crafted under the Barong Filipino brand.

While paying homage to the proud national history that gave birth to such a delicate and distinctive attire, the company continues to find new expressions that keep the barong fresh, current, and unique. The barong, though intertwined with the national identity, is not confined to the past. For Barong Filipino, it is always evolving, keeping pace with every generation of leaders who wear it with pride.