Everyday fashion becomes more adaptable as KYO, the country’s first modular, customizable vegan-leather bag brand, launches its mall activation.
On September 10, 2025, the team behind KYO invited PEP.ph (Philippine Entertainment Portal) along with other members of the press and content creators to experience firsthand how the brand is reimagining style for modern Filipinos.
WHAT IS KYO?
Named after the Japanese word for “today,” KYO was founded by young entrepreneur Germaine Gaerlan, on the belief that fashion should be both functional and expressive.
"We saw the increasing trend of customization and people wanting to show off their personality," Germaine shared with PEP in an exclusive interview during their event.
She continued: "Actually, available naman siya sa bag industry, pero yung usual material that it comes in is yung puffer bags.
"So we wanted to offer consumers something customizable na bags pero in vegan leather naman.
"Para it can still be casual but at the same time if you want to make it a bit more formal."
Germaine proudly shared that their bag brand KYO offers over 30,000 possible style combinations, featuring 8 bag silhouettes in 6 colorways, 44 strap designs, 15 wallet accessories, and 14 customizable charms known as KYObitz.
This wide range allows customers to mix and match pieces, creating a KYO bag that truly reflects their personality, mood, and lifestyle.
While the endless options may feel overwhelming at first, Germaine assures that the KYO team is always ready to guide customers through the customization process.
Her tip for avoiding decision fatigue: start by choosing colors that naturally resonate with your personal style.
She said: "My advice would be parang just pick what naturally... what draws you naturally kasi likely yun yung personality niyo.
"Depende rin sa ano yung usual color combinations that you're comfortable with.
"I would recommend to go with that but also do not be afraid to experiment.
"Kasi, uhm, baka di niyo akalain, pero parang just attaching a different color strap than from what you're usually used to, parang it might bring out a different side of your personality. So, yeah.
"Stick with your personality, but at the same time don't be afraid to experiment din. Kasi, that's part of the experience."
KYO: FROM BAZAARS TO MOA
Germaine says she’s grateful to witness her “baby” brand’s growth—from its humble beginnings at bazaars to a kiosk in SM North EDSA, and now to the launch of its first full-scale store at SM Mall of Asia.
Asked about their humble beginnings, Germaine shared: "So, nagsimula kami, nagdyo-join lang kami ng mga bazaar.
"So we joined the Spectrum Bazaar, tsaka Noel Bazaar rin.
"We wanted to test out lang yung concept kasi lalo na with the concept na parang you build your own bag.
"Mahirap kasi siya i-translate pag online lang siya binibili. Kailangan talaga na nandun ka para gawin yung bag.
"So we really felt the need na even if ilo-launch pa lang siya, dapat talaga physical yung pag-launch niya. That's why we joined events last year."
Germaine was pleased by the strong turnout and positive reception at their events, which prompted them to expand.
Recaling the moment, Germaine said: "Actually, surprisingly, kasi yung bazaar locations din weren't so high traffic din.
"Pero surprisingly, kahit yung mga naturally pumunta lang sa event, yung mga passerby, mayoong bumibili rin.
"So we saw na, 'Oh, okay.' Parang interesting pala na napapabili sila even if hindi gaano pang kalaki yung marketing efforts namin din.
"Parang the bag sold itself to them."
On challenges, Germaine said the biggest hurdle is raising brand awareness.
"It's really spreading awareness about the brand. I think that if more people know about the brand, parang the bag can sell itself also.
"I think very strong yung concept niya na it can sell itself.
"But, ayun nga, like with any new brand naman, awareness is typically yung challenge namin," she noted.
Germaine admitted they were initially hesitant to open at SM Mall of Asia, seeing it as a big leap.
Still, she believes taking the risk was necessary and is confident the new space will draw even more customers.
"When MOA offered the space to us, parang we had a few hesitations kasi para, 'Oo, parang medyo malaki yung investment for a starting-up brand.'
"And then, not-so developed pa yung area na dito. Pero, parang we trust naman na eventually, magpi-pick up din yung foot traffic here."
Her advice to fellow first-time entrepreneurs: "Don’t be afraid to ask for help.
"Kasi baka, 'Oh, baka parang we feel na no one can relate.' But actually, like a lot of people in our circle would be more than willing to help share their expertise, or not their expertise but at least to listen to you.
"So, parang the journey to starting a brand, even if it might feel like mag-isa ka, but actually like the circle that you have can help."
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