BIZ BUZZ: From the village to Nordstrom

Can a local brand hold on to its roots while reaching for the global stage?

That is what Filipino lifestyle brand LIKHA (which means “creation” in English) proved feasible last month when its products made their debut on the digital shelves of Nordstrom, one of the United States’ top upmarket fashion retailers.

It is the first Filipino brand to directly partner with the American retailer, a feat the Department of Trade and Industry has described as a “milestone for local brands entering major US retail channels.”

Despite its overseas expansion, LIKHA has kept its production close to home. About 90 percent of its materials are natural, and 95 percent are locally sourced, from abaca, seagrass, palm, coconut coir, shells and wood, to upcycled agricultural by-products.

True to its name, LIKHA creates not only products but also livelihoods. It employs about 400 artisans across 20 communities in the Philippines, whose handwoven pieces are now reaching customers in the US.

Artisans from Bulacan, Bicol, Romblon, Pangasinan, Nueva Ecija, Parañaque, Taguig and Cebu earn on average 41 percent more than others in their areas, according to the company.

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LIKHA also says it ensures full wage parity for women artisans, giving them equal pay to their male counterparts. The brand is certified Fair Trade and People & Planet First.

For a company rooted in village craftsmanship, LIKHA’s leap into a major US retail platform proves that going global does not have to mean leaving local behind.