Fashion has always been threaded with meaning, and sustainability is quickly proving to be the string that holds its future together. With many Filipinos becoming increasingly conscious of their choices, many are now seeking brands that are woven with purpose.
Despite this, one question continues to surface beneath the seams: why aren’t sustainable labels taking over the market—and people’s wardrobes? The issue, perhaps, lies in visibility. Unlike big, fast fashion companies, purpose-driven brands exist in quieter spaces—treated as niche. This is where SM Green Finds–SM Retail’s green initiative—and Kultura step in.
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Threads of Purpose
Rag2Riches (R2R) is among the many brands that were able to carve a space for itself in mainstream retail with SM Green Finds and Kultura. Founded in 2007 in Payatas, it started with only ₱10,000 and a vision that craft could become a pathway out of poverty. Beyond crafting stylish handbags, it’s also rooted in advocacy. It has trained over 1,000 artisans across eight communities—teaching zero-waste weaving techniques using upcycled and scrap textiles.
“Beyond training, what we’re really building is economic dignity and the ability for an artisan, mostly women, from a vulnerable community to get out and stay out of poverty,” shared R2R founder Reese Fernandez-Ruiz.
Among R2R’s first supporters were Kultura, which helped them scale up. Fernandez-Ruiz adds, “Kultura is a go-to destination for anyone looking for the best of Filipino craft, design, and culture. Being part of that was absolutely a credibility builder for R2R.”
The Future is Green
Years after gaining traction, R2R returns to Kultura with a stronger purpose and voice—now as a brand under SM Green Finds. The initiative, part of the SM Green Movement, promotes sustainability, green culture, and environmental protection by providing visibility to purpose-driven local brands.
Fernandez-Ruiz highlights what the partnership entails, “For R2R, being part of it is a credibility builder, a badge of honor, and an ongoing reminder to be even better.”
“Green Finds helped us reach a consumer who was already leaning toward conscious choices but hadn’t found us yet,” she added.
With R2R seeking to become a globally-recognized Filipino heritage brand, partnerships like SM Green Finds remain essential. It ensures stories of Filipino ingenuity, resilience, and care continue to be told beautifully, responsibly, and with impact.
Discover stylish and locally made products like R2R with SM Green Finds at Kultura. Learn more about the initiative by visiting https://www.sminvestments.com/sm-green-finds/
PHOTOS: SM GREEN FINDS
Frequently Asked Questions
SM Green Finds is SM Retail’s green initiative, part of the SM Green Movement, that promotes sustainability and environmental protection by giving visibility and retail space to purpose-driven local Filipino brands through platforms like Kultura.
Rag2Riches (R2R) is a Filipino social enterprise founded in 2007 in Payatas that crafts handbags using zero-waste weaving techniques with upcycled and scrap textiles, while training over 1,000 artisans — mostly women — across eight communities to build economic independence.
R2R was founded by Reese Fernandez-Ruiz, starting with only ₱10,000 and a vision that craft could serve as a pathway out of poverty for artisans in vulnerable communities across the Philippines.
Kultura functions as a retail destination for Filipino craft, design, and culture. It was among R2R’s first supporters and helped the brand scale, providing the credibility and consumer reach that purpose-driven labels often lack in mainstream retail.
Unlike large fast fashion companies, purpose-driven brands typically occupy quieter, niche retail spaces. SM Green Finds addresses this gap by platforming sustainable local brands where conscious Filipino consumers are already shopping.
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