Creative Spotlight goes behind the scenes to some of the awesome campaigns and projects made by Cebu-based design studios and agencies that don't get the hype they deserve. This week, we're highlighting the work of Matter Studio, an independent branding and design studio who blend sight, sound, and sense to augment the world around us, improving the human condition through projects that matter.
HISTORY OF UKAY TA BAI!
The sheer variety of vintage items found scattered throughout Cebu’s hole-in-the-wall ukay-ukay spots is incredible. For years, unique fashion pieces have always been a dig away from the surface, whether they’re hiding in plain sight for a good eye to catch, or buried in bulk in a sea of fabric. There’s always something worthwhile beneath the piles. Certified bangers amidst the hangers. You just gotta be willing to dig, and gotta know what you’re digging for, too.
It takes a certain type of person to appreciate the nitty-grittiness of it all. Historically, this rugged, sweaty, dust-covered hobby has always been a little too niche-specific for mainstream markets to resonate with. Understandably, not everyone’s a hardcore ukay-ukay hunter. Lots of people like vintage tees, but not everyone wants to dig for them. Outside of a few online trade groups, the casual thrifter couldn’t always cop rare finds - because you either had to dig for them yourself, or know a guy who knows a guy. You also had to have something that money can’t buy - and that’s good taste.
Locally though, the concept of selling curated, pre-loved merch has been around for years. Cebu has always had vintage vendors on the scene, but there’s never been a centralized community uniting them. There needed to be a platform that stimulates our underground thrift economy - an inclusive outlet for underground fashion enthusiasts across all of Cebu’s niche groups and subcultures. This outlet, the next logical step forward, was Ukay Ta Bai!.
PROBLEM
It’s a small island phenomenon you see everywhere in our corner of the Pacific. Overruns by bulk. But digging through those? That’s a little too underground for contemporary markets. Giant sacks of pre-loved items from everywhere on earth attract some hardcore thrifters, but it’s not for everyone. Naturally, it tends to be clique-ish. Exclusivity is a proud hallmark of Cebuano culture. You might call it gatekeeping. Old heads will not hesitate to flex on you. Dudes with the “good finds” connect won’t share their plug with you.
The dots across the board needed connecting. Cebu's vintage thrift market was fragmented so to say; spread out across tiny pockets of tightly-knit friend groups and “if you know you know” type of followings. There had to be some common denominator that dissolves these barriers. Something that unites our tribe.
The scene lacked a centralized platform for enthusiasts to discover unique finds and make new friends, confining it to the underground with negative connotations; dirt-cheap, worn-out rags: the imagery most people associate the term “ukay-ukay” with. It was exclusive, labor-intensive, and sometimes even frowned upon. Fast fashion was always more convenient. But why not recycle a shirt, look cool, and help a brother save the earth?
Execution and Rationale
Ukay Ta Bai! provided a curated vintage market experience that unites vendors, collectors, and fashion enthusiasts in a colorful display of culture in motion.
With the formula shifting away from dusty garage sales toward online sellers with their own curated shops, the missing piece in the scene just happened to be, in fact, a super fun platform that unites local subcultures while championing individuality in fashion. That was what Cebu’s thrift scene needed to get what had already been on everyone’s minds, out into reality; something engaging; something interactive - something hella fun.
With this in mind, 3 pioneers formed a collaboration that would kickstart a new thrift-market community movement in the Visayas. Starting with the name, we pitched around 30-50+ names that all fell under the impression of a local thrift convention flea market type, but none of them landed except the first one, which was the initial idea that we pitched but with a “!” slapped onto it.
The founders all agreed to go with Ukay Ta Bai! - a name that invites you to come through, browse rare items, and kick it with local thrifters. For the tagline, Adam went with a more laid back approach putting it simply “Puros good finds ug good vibes.” which is everything you can expect from the event.
And then lastly to wrap it all up, a mid-century cartoon inspired visual identity that captures the sense of nostalgic factor that our primary target audience is very familiar with and a visual identity that they can find comfort, solace and community in.
Creative Process
● Market Review: Ukay Ta Bai! conducted an in-depth review to understand the needs and preferences of Cebu's vintage fashion community. Initially Matter Studio designed the brand's visual identity and messaging to a market of the same niche, someone who appreciated the retro style of the mid-century inspired 90s to the sound of local comics humor and culture.
● Vendor Selection: A rigorous process determined key vintage vendors who guarantee uniquely-curated, high-quality items.
● Marketing and Promotion: Ukay Ta Bai! leveraged social media, local partnerships, and large-scale events to attract a diverse audience that stimulates its market.
● Community Building: Initiatives were introduced, rooting individual ties and genuine friendships between vendors, customers, and newcomers alike and recently a donation drive in collaboration with the local fire department where customers can drop off their unused clothing to be reused by those who are most in need.
Shared Experiences
Matter Studio Founder Jon Durano and Adam Escaño shared some funny anecdotes and experiences about the entire project from its inception to its massive growth. "As we hopped from one venue to another, we have met lots of raised eyebrows who are very much doubtful of our cause, and rightfully so. This is indeed a very risky and unproven approach toward this industry. One story in particular is from an anonymous, judgmental Karen venue back in early Ukay Ta Bai! who was worried that “ukay2” items would attract poor people and scare away the rich crowd - the same people who eventually copied our idea but somehow managed to make it worse with vendors complaining about the promotion, marketing, logistics and overall rent prices with not that much to gain."
According to Adam and Jon, Ukay Ta Bai! is set up so that you don’t have to do the dirty. You don’t have to climb to the peak just to see view - you can just zipline straight there. With half the battle done, all that’s left is to simply show up and have a good time. Ukay Ta Bai! took the initiative to navigate this terrain, building a convenient system that strengthens our community from within - stimulating the thrift economy while spreading good vibes. Diehard purists will say UTB isn’t real thrift. That it’s an overpriced fad. They’ll see you having fun and will literally be mad. But hey, what matters is that it’s fun for everyday people. It promotes collaboration in the art scene. And plus, it’s hella cool.
"If you hold niche views in a niche genre of subculture in a niche part of Cebu’s underground, then damn that’s pretty niche crazy if ya ask me. Sometimes we just wanna play casuals instead of ranked, dawg." - Adam, 2024
Team members involved
- Adam Escaño , copywriter, brand strategist, studio partner
- Jon Ahmed Durano, art director, brand strategist & studio partner - Matter Studio
Check out MATTER STUDIO on Instagram @matterstudioph and Matter.ph
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