Bleach, creator of experimental prints for daily wear, is back
It’s a fashion resurrection we’ve been waiting for.
This weekend, after almost 10 years since it closed its Greenbelt 5 store, Bleach is back, for a pop-up at Under Maintenance, the collab space run by Everywhere We Shoot, couple and photography and design duo Ryan and Garovs Vergara at Karrivin Studios in Makati.
Bleach, a family business led by creative director Tinay Villamiel, was first launched in 2007 as Bleach Catastrophe. The lifestyle brand “that offers experimental prints on your daily wear and for your home, too” was inspired by Villlamiel’s visits to museums abroad.
“I’d go crazy over their museum shops. Since I know the expertise we have back home, in my head I’d keep saying, ‘Hey, I can do this,’” the fine arts graduate from the University of the Philippines (she majored in painting) told Lifestyle.
Villamiel’s family runs a T-shirt manufacturing business that specializes in silkscreen printing. “As second-generation entrepreneurs, we’ve grown to learn and love the process and became really passionate about it. We’re very lucky that we have this expertise to explore millions of possibilities.”
They opened their first store in Trinoma and then added two more branches: Bleach Catastrophe in Ayala Center Cebu and in Greenbelt 5.
Villamiel said, “It was something very unusual for a local apparel brand then. Our stores looked more like an art gallery than a retail shop, so we didn’t really know how to reach out to our market.”
People did find them, falling in love with their unique offerings—especially their shirts which were like works of art. Still, maintaining three shops was a struggle for the brand. Eventually, they decided to focus on one—the Greenbelt 5 store.
“In 2014 we relaunched and shortened our brand name to ‘Bleach’ for a more commercial recall. We streamlined and organized our product line and concept. Somehow it worked. And then we introduced our home line, too, which became a favorite,” she recalled.
Opportunity
But the challenges remained. “A year after that, we closed for good.”
Looking back, Villamiel said, “To put it simply, it wasn’t easy for an independent local brand to compete with international household brands.”
But thanks to the Vergaras, Bleach is back.
Did she think it was the right time for Bleach to return? “For me, it was just an opportunity that I wouldn’t let slip. I loved the idea and I personally enjoy creating spaces.”
Fans of the brand are excited about Bleach’s comeback, peppering social media with “oh my gods,” “yeses,” and exclamation points. It’s clear—Bleach has been missed.
The pop-up will feature t-shirts and lazy t-shirt dresses with experimental prints—”like always,” Villamiel said.
And of course, home items. “During the pandemic we developed some prints for home items… We are happy to show you these prints on home items like placemats, table runners, and accent pillows.”
Villamiel, who spent four months preparing for the pop-up, said, “This collection is for those who missed us. It’s like creating a collection right after our last one.”
We had to ask: Is Bleach back for good?
“I would like to see how this goes,” said Villamiel.
We’re keeping our fingers crossed.
Catch the Bleach pop-up at Under Maintenance (6/F Karrivin Studios 2316, Pasong Tamo Extension, Makati) on Nov. 23 and Nov. 24, 11 a.m. to 9 p.m.
