How Uniqlo highlights sustainability at the center of its retail strategy
Before talking about brand strategy or any upcoming store openings, Uniqlo Philippines COO Geraldine Sia emphasizes society and the people they serve and work with. And in an industry almost shaped by fast trends and the constant push to sell more, they choose not to chase the bandwagon.
“Uniqlo promotes a responsible purchase for our Filipino customers,” she tells Lifestyle Inquirer. And in those few words lies where she stands; that retail is responsibility.
To Uniqlo, meaningful clothing is not just built with a campaign or catchphrase—it begins with intentional change that genuinely serves people, society, and the planet they depend on.
Sustainability at the heart of communities
During the conversation, Sia emphasizes that every focus, every project, and every initiative must begin with people who live in that area. “Every time we open new stores—even in provincial areas—we always reach out to the community where we are,” she explains. “We have to make sure that we are within their community and that we also have sustainability activities with them.”
This results in sustainability projects that respond to local realities. In Imus, Cavite, Uniqlo helped organize coastal cleanups. In Batangas, the company supported river cleanups. In BGC, the opening became an opportunity to support groups for the visually impaired.
“Whether it’s human-based or environmental-based, Uniqlo focuses on people, planet, and society. It is based on the heart of the community we find ourselves in,” Sia says.
One of their most meaningful initiatives is the Re.Uniqlo year-round clothing donation project, where customers can drop off their well-loved Uniqlo garments. These pieces are sorted and donated to partners such as SOS Children’s Village, directly reaching communities that need them.
For her, these are not marketing activities—but rather, acts of service hinged on clothes’ unique, transformative power.
“We provide support for the disaster relief, and to those communities that need it,” she says. “With Uniqlo as a brand, we aim to change sustainable conditions. It is to change lives through the power of clothing.”
Where local art meets global lifewear
Despite being a global giant, Uniqlo’s work in the Philippines is deeply shaped by Filipino creativity. Sia sees this as essential to offering lifewear that feels connected to people who will wear it.
“As much as Uniqlo is a global brand, we try to localize it through different partnerships with artists, communities, [and] partner brands, even,” the COO reveals.
One example is UTme!, a service offered by Uniqlo, which allows artists and even customers to design custom prints. From their neighborhood stories or even to the beloved BGC cats, UTme! has grown into a playful space where Filipino artists can share their work with thousands of customers.
These partnerships are anchored on real stories and real feelings, highlighting not only the people behind them but also the unique realities they live in.
Basics built to last
In a market saturated with fast retail and fleeting trends, Sia believes that longevity is the most ethical choice a brand can make. “We have to be able to offer them timeless pieces,” she says. “We have to make sure that this item transcends time and all genders.”
This is where Uniqlo’s emphasis on quality comes in: with their breathable and durable fabrics used to create their line of stable fits.
That said, Sia hints at exciting offers that customers can look forward to at Uniqlo. “We will continue to bring life right to the Filipinos. We will be having the Spring Summer Collection, which Filipinos always look forward to, especially Uniqlo T-shirts, bottoms, and the like,” she says proudly.
Retail isn’t just about keeping up with fast fashion. It’s about showing up for customers with products that respect their needs, budgets, and their everyday lives.
Retail reimagined
Uniqlo offers a vision of retail that feels almost radical in the industry’s landscape through its intentional and people-first approach.
An emerging model for what retail can look like, Uniqlo Philippines’ designs go beyond clothing, angled toward care for the planet, society, and the people who rely on clothing on a daily basis.
It’s a reminder that design should feel personal and thoughtful—not rushed for the sake of keeping up with trends.
