Rags2Riches’ evolution from upcycling scraps to collaborating with BTS highlights the global impact of Filipino craftsmanship
In the global fashion circuit, Filipino brands are carving their place alongside bigger names in the fashion and design landscape. With a rich cultural heritage and a commitment to ethical practices, brands like Aranáz, known for their handwoven bags, and Zarah Juan, celebrated for their collaborations with global icon Disney, are giving the Philippines’ unique artistry international recognition. From the elegant embroidery of Filip + Inna, worn by Hollywood stars like Amanda Seyfried, to Bench dressing international celebrities like Liam Hemsworth, Kim Soo Hyun, ENHYPEN, and more, Filipino design has proven its versatility and global appeal.
The Filipino touch—defined by intricate weaving, bold patterns, and sustainable materials—effortlessly complements contemporary fashion, making it a natural choice for international names looking to add authenticity and artistry to their wardrobes. Adding to the fashion fold of Filipino brands with growing international acclaim is Rags2Riches (R2R), a paragon of purpose-driven design that has been empowering community artisans since 2007.
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When asked about the inspiration behind establishing Rags2Riches, President and Co-Founder Reese Fernandez-Ruiz emphasized the mission’s deep connection to values of empowerment and inclusivity. “We met a group of women artisans who were weaving foot rugs from scrap fabric, earning just 10 to 16 pesos per day due to limited access to resources and markets,” she begins. “This situation had been going on for decades, and we refused to accept that it was normal.” Drawing on this stark reality, R2R was created not only to craft meaningful, sustainable products, but to provide Filipino artisans with the opportunities they deserved.
From Rugs to Riches: How Innovation and Leadership Wove R2R’s Success
R2R’s journey from humble beginnings to becoming a recognized ethical fashion brand is a testament to the power of innovation and leadership. What started as a simple effort to elevate handcrafted rugs soon blossomed into something much more. As Reese Fernandez-Ruiz explains, “The first big innovation happened when we approached one of the country’s top fashion designers, Rajo Laurel. He was the first one to recognize the ‘rugs’ for what they really were: woven panels that can be folded and moulded into fashion accessories.” This pivotal moment marked a shift in how R2R saw its products, and also set the stage for Fernandez-Ruiz’s evolution as a leader.
On the transformation of R2R and its impact on her growth as a female leader, the president and co-founder reflects on the challenges and self-doubt she faced early on: “I was a very reluctant leader in R2R…it was overwhelming, and I had a lot of self-doubt,” she admits. “I had no business or fashion experience or exposure. But in retrospect, while I could have really benefited a lot from experience or exposure, my lack of both also made me quite open to think outside the frameworks and constraints.”
“There was no proverbial box to think outside of, I needed to be the one to build that box.”
– Reese Fernandez-Ruiz on the mindset that allowed R2R to flourish
R2R’s Relentless Pursuit of Sustainable Fashion
As R2R continued to grow, the challenge of balancing innovation with sustainability became even more pronounced. Fernandez-Ruiz reflects on this, emphasizing that sustainability is not just crucial for the future of the fashion industry, but for the future of the planet itself. This mindset is what drives R2R to constantly assess and refine its practices, ensuring that the brand stays true to its social and environmental mission.
Addressing the ongoing challenge of maintaining these values as the brand evolves, Fernandez-Ruiz explains the importance of continuous improvement. “Sustainability is challenging…there are almost always some unintended consequences for every decision,” she acknowledges. However, she believes in constantly striving for better alternatives, even when they are more difficult to implement—never settling for complacency in its pursuit of sustainability. While R2R continues to refine its sustainability efforts, the brand’s commitment to positive change is not just confined to its production process. It’s a driving force that propels the brand forward, even as it expands its reach.
After seventeen years of creating designs that empower artisans and champion sustainable fashion, R2R now takes its impact to new heights with a groundbreaking collaboration with HYBE Corporation, the force behind K-pop superstars BTS. Partnering for the BTS Pop-up: Space of BTS in the SM Mall of Asia, which ran from November to December 2024, R2R seamlessly fuses its sustainable ethos with the vibrant energy of K-pop, proving that Filipino artistry can hold its own on the world stage.
From ARMY Dreams to Reality
The partnership between R2R and BTS marked an extraordinary milestone for the brand, one that left the entire team exhilarated. Fernandez-Ruiz recounts how APop Collections, the local partner of HYBE Korea, reached out to R2R with an invitation to design exclusive items for the Space of BTS pop-up. “They wanted to consider pieces that are uniquely Filipino and resonate with ARMY values as well,” she shares. After months of anticipation, the team was elated to learn they were approved for the collaboration, which felt nothing short of surreal. “It was surreal because BTS is one of the biggest K-pop groups in the world, and many of our team members—myself included—are ARMY,” she adds. For Fernandez-Ruiz, the connection to BTS ran deeper than just business; the group had personally inspired her during the 2020 lockdown. “They gave me so much hope and joy, so I am incredibly grateful to them. Our team would even joke around in our group chats that we would be working with them in the future. Little did we know, those jokes were actually manifestations!”
Ensuring the collaboration stayed true to both R2R’s core values and ARMY’s expectations was a seamless process for the team, partly because they were ARMY themselves. “Many of the values that attracted me to BTS were also the values that resonate with us in R2R,” the president notes. The brand carefully curated some of R2R’s most beloved designs and reimagined them with inspiration from BTS. Led by designer Christian Cera, familiar silhouettes were reworked, incorporating elements that would resonate with BTS fans: “We added features we were sure ARMY would love—because we are ARMY too!” Notable additions included a charm loop for the Buslo Micro, a laser-engraved BTS logo on zipper pullers, and the iconic phrase “Borahae!”—a Korean expression meaning “I purple you,” which has come to symbolize love and loyalty to BTS.
Crafting the Connection: Designing the R2R x BTS Collection
The R2R x BTS collection features bags and accessories that showcase the brand’s commitment to craftsmanship while embracing the vibrant spirit of the K-pop sensation. The bags were crafted using a traditional Filipino weaving technique, reimagined with upcycled fabric in purple and lilac—colors synonymous with BTS’s iconic fanbase. Accentuated by genuine cowhide leather and custom BTS logo zipper pullers, these pieces blend sustainability with high-quality metal details in gold and brass. The Buslo Micro Bag, the smallest version of an R2R bestseller, is compact yet impactful. Designed for those on the go, it fits your essentials and allows you to move freely, making it perfect for everyday activities.
The Pusô Micro, meanwhile, draws inspiration from the beloved Cebuano rice delicacy, taking the shape of a traditional woven pouch. This unique design serves as a statement piece, adding a cultural touch while carrying just enough for your essentials. Meanwhile, the Wonton and Sobre charms provide the perfect finishing details—both are small yet functional, with woven textures and ample room for your tiniest necessities. Whether for coins, keys, or essential oils, these accessories add a playful, chic touch to any outfit.
The creative process behind this collection was a thrilling experience for the team, blending the brand’s beloved designs with the global hitmakers’ unique energy. But tailoring the collection to the passionate BTS fanbase came with its own set of challenges. “Our artisans created a lot more pieces than usual, but our first few drops sold out so fast!” Fernandez-Ruiz recalls. Despite the high demand, the team was committed to maintaining quality while ensuring the artisans could work sustainably.
“We wanted to make sure our artisans could sustainably produce while keeping quality standards as high as possible.”
– Reese Fernandez-Ruiz on how they balanced demand and supply of the handmade bags
Despite the frenzy, the R2R team was grateful to be part of a fandom that was not only passionate but also positive and understanding. And through it all, the collection carried R2R’s signature Filipino stamp, chosen because it aligned with their mission of offering products that are beautiful, meaningful, and distinctly Filipino.
Purple with Purpose
R2R’s pieces not only captivated fans with its design, but also aligned perfectly with the brand’s core principles of sustainability and craftsmanship. “There are many ways to approach sustainability,” Fernandez-Ruiz notes, “for us, we started with upcycling scrap fabric and providing fair and empowering livelihoods for artisans from urban communities in Metro Manila.” As the social enterprise evolved, R2R embraced a new sustainability principle: longevity. “We use materials with the goal of giving each piece the chance to live for as long as possible,” she explains, ensuring that the handcrafted pieces could accompany their owners through life’s milestones.
Beyond the aesthetic appeal, R2R infused the collection with a deeper emotional connection for BTS fans. Each piece, made with care and craftsmanship, is accompanied by a card featuring the story of R2R and the signature of one of the artisans who helped create it. “The pieces are all handmade, and they do have handmade qualities,” Fernandez-Ruiz says, adding that the personalized touch gives each item an intimate, cultural resonance. For R2R, this collaboration extended beyond just a fashion statement—it became a meaningful exchange between global fans and Filipino artisans.
The impact of the collaboration on R2R’s visibility was equally profound. The president reflects, “When we announced the collaboration, we got amazing reviews and messages from ARMY, R2R Advocates, and the venn diagram of both, from all around the world.” The exposure was invaluable, opening doors to new markets and creating tangible benefits for the artisans.
“Through this project, we were able to provide two to three times more livelihood to our current artisans.”
– Reese Fernandez-Ruiz on the positively effect of the collaboration to local artisans
The collaboration, she adds, is a testament to how expanding into a passionate global community can significantly amplify R2R’s impact and mission.
R2R’s Timeless Craft, Modern Appeal
Balancing traditional craftsmanship with the ever-evolving demands of modern design and a global audience is no small feat, but R2R has embraced this challenge with grace. The artisans’ roots in basket weaving, primarily using upcycled textiles, face a modern perception hurdle. “The main challenge for us from the beginning was the market perception on basket weaving using scrap fabric,” she shares. What was once viewed as street-sold foot rugs had to be re-envisioned to reflect its true value: “What’s often overlooked is that these so-called ‘rugs’ are actually handwoven panels, created with skill and care.” Despite occasional dismissals, Reese sees these challenges as reminders of the ongoing effort needed to elevate the artisans’ work. “Their artistry extends far beyond rugs,” she asserts. “Their work deserves recognition not just as functional objects, but as intricate works of art, as expressions of creativity and tradition.”
For young entrepreneurs hoping to merge creativity with social impact, Fernandez-Ruiz offers this invaluable advice: “Entrepreneurship is really about problem-solving. Solve a problem through products and services that people can assign value to and pay for.” She encourages emerging business leaders to think outside the box, experiment, and build on what resonates. “Your decisions as an entrepreneur could create chains of impact far beyond what your eyes can see. With that in mind, decide with intention!” Her wisdom reminds budding creatives that entrepreneurship is not just about innovation—it’s about using that innovation to create lasting, meaningful change.
Photos and Featured Image: RAGS2RICHES, REESE FERNANDEZ-RUIZ (via Instagram)
