At a time when Filipino consumers eagerly line up for imported brands, it is easy to overlook the craftsmanship that exists right at home. Ironically, many of the products that capture global attention abroad, from textiles to fashion, originate from the Philippines itself. Foreign buyers often go crazy for these exported creations, recognizing their artistry and cultural depth. Yet locally, these same traditions sometimes struggle for the attention they deserve.
It is precisely this gap that brands like Sinelas.atbp hope to bridge — reminding Filipinos that world-class design and heritage craftsmanship already exist within the country.
Founded in August 2025 by entrepreneur Amelita “Amy” Revilla, Sinelas.atbp began as a simple dream. Revilla initially envisioned starting a small personal venture, something creative and meaningful. But what started as a simple idea gradually expanded as she met collaborators who helped shape the brand’s direction.
Co-owner Alma Belarmino, Marketing Manager Pinky Esturco, Co-owner Amy Revilla, Designer Sofia Jude, and Designer Jared Servano.
Behind the brand is a strong connection to Lake Sebu in South Cotabato, home to the T’boli people, an indigenous community celebrated for their vibrant traditions and meticulous craftsmanship. Among their most revered creations is the T’nalak cloth, woven from abaca fibers by women known as Dreamweavers. According to T’boli belief, the intricate patterns of the cloth come to the weavers through dreams guided by the spirit Fu Dalu.
Every piece of T’nalak tells a story. No two textiles are exactly alike, making each one a reflection of the weaver’s imagination, environment, and heritage.
FATHER-and-DAUGHTER design tandem: Sofia Jude with dad Jared Servano
Sinelas.atbp draws inspiration from this spirit of storytelling through craftsmanship. The brand brings elements of Filipino culture into modern footwear, offering designs that blend everyday comfort with cultural meaning. In a fast-moving world dominated by mass production, the brand advocates a slower approach—one that celebrates handmade artistry and responsible production.
The collaboration that helped shape the brand’s creative direction began through a seemingly serendipitous introduction.
“Nag-click na kami [Jared and her] kahit hindi pa kami magkakilala in person. He flew from Koronadal to Manila and then we started planning,” Revilla shared, recalling how a mutual friend, Sinelas.atbp marketing manager Pinky Esturco, introduced her to designer Jared Servano.
Servano is no stranger to the fashion world. A finalist on Project Runway Philippines, he has long championed indigenous craftsmanship in his work.
“Actually, when I started in 2016, when I was a finalist in Project Runway Philippines, ‘yung advocacy talaga namin was to help indigenous people in South Cotabato. Because taga-doon kami, we concentrated there. Lahat ng mga gawain ng mga katutubo, iniinfuse namin to a certain product. Those products are 100% handmade,” said Servano.
Servano’s deep ties with the artisan communities of Lake Sebu have played a key role in the brand’s identity.
“Siya kasi yung may hawak ng community sa Lake Sebu, ng mga artisans. Siya talaga ‘yung guru nila, siya yung leader. So doon na kami namin nag-come up with these types of designs,” Revilla explained.
Through this partnership, Sinelas atbp. incorporates indigenous craftsmanship directly into its footwear designs, ensuring that the artisans’ work remains central to the brand’s identity rather than simply decorative.
The collaboration also extends to the next generation. Sofia Jude, Servano’s daughter, is also a designer in the business. Known for her work under the brand ANORE, Sofia Jude has earned recognition as a winner of the Econest Design Competition and a finalist in the HIBLA National Competition.
Together, they are expanding Sinelas atbp.’s creative direction through the “At Iba Pa” line—an extension that moves beyond footwear into ready-to-wear pieces such as bags. The collection incorporates ethnographic textiles and elongated design patterns, continuing the brand’s commitment to cultural storytelling through contemporary fashion.
Supporting the growing operation behind the scenes is Alma Belarmino, the brand’s co-owner. According to Revilla, Belarmino oversees the logistical side of the business while ensuring that quality standards are consistently met.
The brand’s growth has also reached international milestones. Sinelas atbp. has already participated in London Fashion Week, marking an important step in bringing Filipino craftsmanship to the global stage. The exposure highlights how indigenous-inspired design from Mindanao can stand confidently alongside international fashion labels.
But beyond recognition and expansion, Sinelas.atbp’s mission remains rooted in community.
By collaborating directly with the artisans of Lake Sebu, the brand helps preserve the centuries-old tradition of dreamweaving while creating economic opportunities for indigenous communities. It is an approach aligned with the principles of slow fashion—valuing handmade processes, sustainability, and cultural preservation.
In a market often dominated by fast trends and global brands, Sinelas atbp. offers something different. These are footwear and fashion pieces that carry history, identity, and meaning.
More importantly, it serves as a reminder that Filipino craftsmanship does not need validation from abroad to be considered world-class. Sometimes, all it needs is for Filipinos themselves to look closer at what has been here all along.
MORE INFORMATION:
📍 Address: Royal Mansion, Wack Wack Road, Mandaluyong
📧 Email: sinelas.atbp@gmail.com
Follow Sinelas.atbp online:
Facebook: Sinelas.atbp
Instagram: @sinelas.atbp
