Recommended Video
Maj Veloso, founder and creative director of The Third World community and lifestyle brand Episodes, reveals the ebb and flow of her journey as a taste-maker
Even from afar, it’s hard to miss Maj Veloso. Donning a plum, pick stitched Stussy button-down and her ube-colored rucksack slung on her shoulder, the purple-on-purple scheme made a strong statement when we met up for a chat. “I didn’t realize purple was my color up until Episodes,” she mentioned, noting how the purple motif of her homegrown lifestyle brand is now something she fully embodies. “I owned a bunch of purple stuff from Neff, even Supras and Nike SBs. [My mom] bought me two Crocs, and one of them was purple. Even the Jibbitz had purple [in them]. It was a coincidence.”
You can find this color-centric mindset in the fields Maj busies herself: the blending earth tones of the Episodes Summer 2023 collection, the industrial whites and grays of her humble coffee shop Crew Café—both still punctuated by purple hues. “For me, I always match my colors. It all started with sneakers. If I had red sneakers, I wanted to wear something to contrast or match it,” described Maj.
But even before venturing into F&B or directing her own label, Maj planted her roots, exercised leadership, and gained a following through a niche Facebook group, formed at a time when the Philippines was first hailed as the “social media capital of the world.”
From streets to screens
With over 63,000 members, The Third World on Facebook stands today as a respected buy-sell-share-discussion group of creatives. As a lot of people’s top-of-mind destination to update their wardrobes, know what’s in demand nowadays, meet like-minded folks, or share their styles, there is value in this mere online group. However, it wasn’t always this bustling.
“Before the main community, before Facebook, there was Multiply. There was already a community of pre-ordering from resellers. They brought in international brands. The people from that community were really happy that brands like OBEY and The Hundreds were being sold here,” Maj reminisced. This skate influence rapidly grew pre-2010s, evident in local street style with snapbacks, baggy jeans, and logo tees.
To be seen and heard
Just a few years later in 2012, Facebook rapidly took over the social media landscape. “Team Streetwear Manila [was formed], founded by a bunch of guys who were older than me. There were just around 400 numbers. It was just a group to just share and discuss brands, like [posting] fitpics and OOTDs.” Maj became an active member in the group during her early college years, and upon seeing an open call for a female admin, she took her shot as admittedly, there weren’t a lot of women being represented in the community.
“There were barely any girls. But I’m pretty sure at that time, there were a bunch of girls who also had my style. I brought some friends [into the group], but they didn’t have the same passion as I did. Yes, they wore Converse or Vans, but me, I wore Nikes, and I knew the model, I knew what year they were released, I knew the story behind them. It’s not just the hype. That’s how I saw things before. I was such a nerd for fashion,” Maj explained.
“You are what you wear. If you’re not wearing things you’re comfortable with, then you might not be comfortable with yourself.”
Maj Veloso on her guiding style philosophy
As the then-admin confessed, she was initially a loud-mouth, ruling with an iron fist. There were harsh statements and publicized conflicts, but all with the intent of maintaining the reputation of the community. Ironically, her actions only further tarnished it. She learned her lesson a couple of years later, and even up to present day would admit her actions and acknowledge how her ruthlessness is now a thing of the past.
World-building
On the surface, the jump from being a group’s member to its founder seems illogical. But after successfully pitching for a rebrand of Team Streetwear Manila to Team Streetwear Philippines in 2014 because of its growing member base, Maj spearheaded something more radical.
“People were heavily focused on sneakers, honestly. The brands came second. If they cared about brands, they cared about Supreme. Come 2016, the term ‘streetwear’ just became cringe. I thought it was about time we actually did a solid rebrand, like [determine] what the actual community is,” shared Maj. “I just woke up one day and thought ‘Oh my gosh. Third World.’ I consulted my team about it and then they were like, ‘It’s the perfect name.’”
At that time, the group grew past conversations on fashion. People branched off to its complementaries in curating a complete lifestyle. This includes accessories, home, living, furniture, art—anything crafted, yet ultimately Filipino. “There are so many slept-on, underrated artists that don’t have that platform. We want to be that platform,” Maj shared. Carrying “The Third World” as the group’s name is a form of ownership over a term that Filipinos primarily see as degrading. But moreso, the name emphasized the community that organically flourished.
“Without [the group members], without them, we couldn’t be called The Third World. Is there a world without people? You can’t call it a world and then ikaw lang nag-iisa doon.”
Maj Veloso shared with a giggle, admitting that it was the first time she has ever said this out loud.
Thus, the new direction of the community took shape, and Maj was at the forefront. It was the first of its kind locally. Buy-and-sell groups came in multitudes, but no other group had such a curated following and topic range that focused on trends, opinions, and open discussions. “It’s okay to share what they want, what they do, who they are as a creative. We really started with the [direction] of ‘it’s okay to share.’ 11 years later, people are still sharing their outfits, but it’s just more than that. They were sharing their brand,” noted Maj on her founding core value for the group she now heads. “Our community is evolving. They’re more open to wearing not just Jordans. Even when it comes to fashion, people are also now basing their designs on [a mixture of] Japanese, Korean, US, and UK [fashion].”
On the next episode
From being a consumer of burgeoning labels, Maj set her sights on being a creator in her own right. When she founded Episodes, the brand’s direction was not to be contained in the fashion industry. “Episodes is not just clothes. We include our coffee [and other merchandise],” Maj explained. This includes favorites such as their “Crazy Eyes” drip coffee and custom denim aprons in partnership with Hogsmith PH. Episodes even has slides, coasters, mugs, rugs, rings, and a lighter.
“I think it’s important to partner with brands who have the same vision,” she added, noting how the brand’s collaborations, from local musicians to the World Wildlife Fund (WWF) further cement the quality and messaging of Episodes.
“I want to promote quality, diversity, and partnerships. We’re not a closed brand only for certain people or styles. I want the brand to be something that even [people who don’t like me] will enjoy it.”
Maj Veloso on the vision for Episodes
Today, if Maj isn’t sketching up new designs in her notepad based on the people’s stories or “episodes” she encounters everyday, you can find her meeting up with The Third World’s core team, planning for the next big move: a massive event championing Filipino creatives. “We turned 10 last year, and I want to make sure that if we do [this event], I want it to be perfect. At the moment, we do have a team, but we’ve been busy with our personal lives. But once everything comes back into place, slowly, we can talk about it again.”
