Mark Lester De Guzman
Ignacio Xavier Kahn
Kim Acosta
Raphael Go
Khurt Go
Lawrence Lopez
De La Salle University Manila
Adrian Mabalay
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Cua candidly addressed the inherent challenges of the textile industry’s environmental impact, focusing on the importance of circular fashion and quality over quantity. The brand’s commitment to sustainability is evident in its approach to production, ensuring longevity in its products and minimizing waste through optimized cutting processes. Their innovative packaging solutions, including the use of cassava bags and recycled paper, not only reduce waste but also embody the brand’s message of sustainability.
Expanding on the environmental initiatives, Cua detailed the brand's efforts in carbon offsetting and waste reduction. The introduction of a carbon footprint counter on their website and a commitment to planting a tree for every purchase exemplify EL FELIPE's dedication to a greener planet. This approach extends beyond the operational to influence customers and partners, encouraging a collective movement towards environmental responsibility.
Looking towards the future, Cua expressed optimism about EL FELIPE's growth and expansion plans, driven by a desire to share their story and impact more broadly across Metro Manila and potentially beyond. The brand's journey from a modest start to a beacon of sustainability in the fashion industry underscores its role as a business, a lifestyle, and a movement towards greater environmental consciousness.
The brand distinguishes itself through several pioneering approaches to sustainability. Notably, EL FELIPE has embraced the concept of circular fashion, emphasizing quality over quantity, and has innovated its production processes to ensure product longevity and minimize waste. One of the hallmark innovations is the brand's packaging solutions, including cassava bags and recycled paper, reflecting its dedication to reducing environmental impact. Furthermore, EL FELIPE actively engages in carbon offsetting and waste reduction, which is highlighted by introducing a carbon footprint counter on its website and a promise to plant a tree for every purchase. These initiatives demonstrate EL FELIPE's commitment to a greener planet and encourage customers and partners/suppliers to adopt a more environmentally responsible lifestyle.
EL FELIPE's innovation extends beyond environmental measures, contributing to the UN SDGs by fostering a sustainable and ethical fashion industry. Through efforts like FELIPE CARES, which supports underprivileged Filipino families and sourcing local, eco-friendly materials, EL FELIPE exemplifies how businesses can drive positive change, championing sustainability not just as a corporate strategy but as a movement toward a better, more sustainable world for the future generations.
Inspiring as it is, Cua mentioned that for a business to be sustainable, the motivation should be more than just profit. EL FELIPE expanded its reach from selling clothing for women to accessories and apparel for both men and women. Understanding that a sustainable business with a cause is not cheap, EL FELIPE brands itself as cost-worthy. As a part of the "Filipino Pride, Sustainably Styled" fashion movement, the brand sources local fabrics and remains eco-friendly through zero waste management.
Cua’s commitment to sustainability extends beyond EL FELIPE’s business framework, permeating the personal lifestyles of the brand's employees, suppliers, and partners. This holistic strategy underscores the brand’s dedication to fostering a culture of environmental responsibility that transcends professional boundaries, encouraging all associated individuals to embrace sustainable practices in their daily lives. The challenge Cua faces in this endeavor is not merely the implementation of eco-friendly measures but the broader objective of educating and motivating a wider audience to prioritize sustainability. This approach reflects a deep-seated belief in the power of collective action to effect meaningful change, highlighting the importance of market education in shifting consumer preferences towards more sustainable options.
EL FELIPE is not influenced by other businesses to do sustainability; instead, the business took the initiative to practice sustainability and share it with its external stakeholders. Cua mentioned that it may be costly and not profitable at first but in the future, it can help save a lot of money from the unforeseen problems that may arise. With this ambition, their suppliers are now also knowledgeable about sustainability and shifting their businesses to become eco-friendly. Considering the impact of the textile business on the environment, Cua admitted that sourcing sustainable materials, especially for packaging is more expensive than using plastic packaging. The standard operating procedure is one of the vital parts of the business to keep it running smoothly and free from any trouble in terms of ethical practices and also to save cost. Internal stakeholders, employees, and the owner align with the company's strategic goals and utilize their resources effectively and efficiently. The business tracks the textile being used to determine the key performance indicators (KPIs). It provides detailed information to its suppliers to avoid mistakes or inaccuracy in cutting the textile because the business wants to optimize the manufacturing of its products.
Emerging from the challenges posed by the pandemic, EL FELIPE saw an unexpected shift towards success as the world turned to online shopping, a move that Cua quickly capitalized on by launching the brand’s website merely four months after the lockdown began. This swift adaptation not only helped the brand stay afloat but also brought it to a stronger position in the market despite the economic downturn that threatened small businesses with reduced consumer buying power due to inflation.
Facing the economic challenges head-on, EL FELIPE embarked on strategic adjustments to navigate through the reduced buying power of consumers, a predicament intensified by inflation. Cua also spoke about the importance of innovation in sustaining the business, revealing that the brand has streamlined its operations through automation, setting it apart from competitors. This transformation allowed EL FELIPE to maintain a lean team while ensuring efficiency and sustainability. It reflected a significant evolution from its manual processes to a fully automated system covering various business aspects from human resources to finance.
The roots of EL FELIPE’s environmental ethos are deeply personal for Cua, originating from a lifelong commitment to sustainability rather than a mere business calculation. This foundational perspective shapes the brand's identity, infusing every aspect of its operations with a commitment to minimizing waste and environmental impact. By presenting sustainability as an extension of personal values into the professional realm, Cua challenges other businesses to reflect on their practices and their potential to influence global sustainability positively. Through EL FELIPE, Cua demonstrates how businesses can transcend their commercial objectives to serve as catalysts for environmental stewardship, advocating for a future where sustainability is integrated seamlessly into both personal and professional spheres.
Ethically sourced, plastic-free, zero waste, and made in the Philippines – with all of these, Cua envisions that businesses would come to their realization and experience a turning point to practice sustainability. EL FELIPE yearns for the common good of the planet and for humanity. Cua encourages everyone in the fashion industry to move towards sustainability. He further emphasized the importance of championing action rather than mere words alone and that change should start within ourselves. As his final message after the interview, Cua said, “Apply sustainable practices to the business and be one of the solutions to make this world a better place," truly paying high regard and having high hopes for a future that is cleaner, safer, and greener for all of mankind.
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What was created as an accident became a long-term, sustainable business venture. Since July of 2018, six years after the Filipino retail fashion apparel brand EL FELIPE was created, much growth and development took place, especially towards sustainability. From its introduction as a brand via bazaars to its presence in online stores, EL FELIPE adjusted and adapted over the course of time. The fashion-blogger turned business owner, Eric Cua, shared in the interview that prior to having two jobs before this, he felt that being in a corporate world was not for him, so he built his own business with the hopes of being able to do more for the local community. Currently, EL FELIPE has three branches nationwide—Quezon City, Boracay, and La Union, and the apparel can also be bought via Shopee, Lazada, and TikTok Shop. Aside from generating employment, EL FELIPE was established with the personal goal of implementing sustainability into the system of business.
