Shopfloor
Randy Ortiz and Rhett Eala open popup stores at SM Aura Premier
“This is what fashion is all about now. It’s all about the popup!”, exclaims Randy Ortiz as we chat away in his namesake store at SM Aura. Vibrant energy—on top of his enthusiasm as we listen to his stories about Philippine fashion—fills the pop-up, housing his globally-informed designs crafted with classic, time-tested expertise.
Marc, our multimedia director, chimes in. “I understand what you mean. Part of the pop-up’s appeal, on top of certain business advantages, is that air of exclusivity you’ll get” he affirms. “Unique pieces are made in limited quantities, and the short duration of these stores compels you to buy while they’re still up. And if you miss a certain pop-up, you’ll have to search for it in other bazaars or fashion events.”
“I also thought of the pop-up as an avenue to reinvent myself,” Randy adds. With three decades’ worth of experience—beginning with retail before delving into the opulent world of made-to-order couture—the designer sees the pop-up as the best space to reintroduce his brand and showcase his sartorial versatility.
RETHINKING FILIPINO FASHION
“I sense a streetwear vibe from your clothes,” I tell Randy as I check out the vintage denim jackets, party coats with intricate embellishments, T-shirts with signature Randy Ortiz prints, camo-themed apparel, and even mesh shirts on top of graphic tees. (Admittedly, Marc and I were having a field day trying out most of the jackets and hoodies.)
Randy affirms our sentiments. “My clothes are easy to wear. They’re pieces that transition well from the morning up until the evening. You’d want to wear them every day,” he stresses. The contemporary cuts are indicative of how the maestro keeps his finger on the pulse of global fashion and design trends. “I just do my homework. I have my signature designs and craftsmanship, and I tweak them accordingly based on market sentiment and what consumers find relevant today. Especially now, people have been more utilitarian. So, as a designer, you have to stretch the versatility of your clothes while still making good-looking pieces that bear your mark as a designer.”
Moreover, Randy’s creative direction for his store seeks to prove a point. Markedly, his creations stand out from a sea of pop-ups that showcase indigenous fabrics and classic Filipino pieces—a deliberate decision on his part. “I’m all for supporting and promoting local design,” he notes. “However, I wanted people to take notice of Filipino design through contemporary clothing. For me, anything designed and made in the Philippines is Filipino fashion.”
“FASHION IS A THINKING BUSINESS”
Slight differences exist between the business models of a mainstay retail space and a pop-up, which usually lasts for weeks or a few months in a mall or a convention center. Randy navigates the delicate balance between commerce and creativity with the help of his brother, Ninoy Ortiz. “I’m happy that we are able to divide the work together. The managerial side is just as crucial as the creative side. Whether you’re in the pop-up or not, management is a crucial part of design.”
Randy maps out the creative process for us, emphasizing the relevance of due discernment at every step. “When you go through your journey as a designer, you answer a lot of questions: What is different from your designs? What does the buyer get that’s unique? Who is your target market? How do you price your clothes? You have to be conscious of all these things.”
“Fashion as a business is a thinking business,” he reiterates. “It takes a lot of research and studying to evolve with the market and your clients’ needs. Versatility is a crucial factor in maintaining longevity in this business.” This delicate balance is something that Randy has achieved with aplomb—to date, he has maintained close relationships with his loyal made-to-order clientele whilst accommodating new and younger buyers of his ready-to-wear collections.
FASHIONABLE WORDS FROM THE WISE
Randy observes that the pop-up scene is a competitive yet enjoyable arena where both young and veteran designers converge to showcase their expertise and share target markets. “My contemporaries are getting into the pop-up scene. Whenever we get to work together, we have a lot of fun with it,” he muses.
Additionally, pop-ups serve as a litmus test for his ability to adapt as a businessman-designer. “I’ve lived a good life already— made-to-order clothes have given me a bountiful life. I could stop making clothes altogether, but I still wanted to reinvent and put myself to the test. I asked myself, ‘how marketable can I be in a different situation like the pop-up?”
On top of keeping his brand intact and relevant, the designer makes it a point to support emerging talent. “Whatever these young designers have been through—hardships, victories, and everything in between—are experiences that I and my peers have already surpassed. We’ve had our time. It doesn’t make sense for the older generation to compete with the young ones; rather, we can share the market. Pop-ups are good venues for that dynamic to flourish.”
THE ESSENCE OF A DESIGNER
“Josie Natori would always say that fashion is still a business,” he says, recalling his days at the Fashion Design Council of the Philippines. “I think that’s how young talents have to think about their work. If you cannot handle being a creative and a businessman at the same time, it doesn’t make sense.”
Inasmuch as Randy emphasizes the creative and financial aspect of fashion, he implores young designers to approach their work while being conscientious of their holistic future. “Mind you, fashion is not just all fame and material gain—much like how trends come and go, new talents will keep on emerging and replacing the older ones. It’s not a matter of being stubborn, but a case for working toward a sustainable future and fashion business, so that when your time under the spotlight is over, you will be able to pass on the fashion torch with pride and grace to the next generation. And, of course, they need to watch their health!”
At the end of the day, Randy believes that passion for design, above all, is the most integral driving force to go leaps and bounds in the industry. “You have to fall in love with your profession. When you are in love with it, you’ll know and find ways to take care of it. It’s not just about money—the foundation is the heart and soul of why you want to become a designer. When you know how to answer those questions, that’s when you know that you are a designer.”