Born in lockdown, built for the streets

On March 15, 2020, the day the pandemic lockdown started in the Philippines, Lester Soneja did something unusual: He launched his fashion brand The Reserved.

“With life slowing down, I felt like it was the perfect time to finally pursue a passion project I had been dreaming about,” he told Lifestyle. “That unexpected break gave me the space to turn my ideas into a brand that really reflects my vision.”

He’s always loved fashion and design, he said. “I grew up on the streets of Tondo, Manila and met a lot of creative and artistic people there. That inspired me to create something that allows individuals to express themselves in a unique and elevated way.”

He built The Reserved out of the desire to “create something fresh, bold, and unique.”

Soneja said, “My aim was to blend current trends with influences from different cultures, art, and even movie scenes to create designs that stand out yet still feel familiar.”

Inspired by Tyler, The Creator’s brand Golf le Fleur and his favorite local brands, Soneja’s The Reserved offers “clean, minimalist looks mixed with bold color blocking.” Added Soneja, “We keep our pieces both stylish and versatile by using simple lines and carefully choosing just the right pops of color to still make them stand out.”

Soneja believes his background as a photographer helped him build The Reserved. “I have worked on shoots and projects for different local brands and artists, and I’ve used that experience and knowledge to shape the brand into what it is today.”

Also working on the brand is his business partner Gio Raguindin. “The Reserved is a collective effort led by me and Gio, with the help of some of our creative friends. We all share a vision for fashion, artistry, and creativity.”

At The Reserved, they focus on quality and keeping their designs simple. “We use clean lines and pay attention to every detail because even the tiniest details really make a huge impact in clothing. Each item is crafted to not only look good but also to last… Our pieces were created with the idea that everyone can embrace a signature style that they can wear with pride every day,” said Soneja.

These little details tell their story, he said, “Like our signature flower and half-flower logos that you’ll find on every piece. They’re a subtle nod to our identity that makes The Reserved instantly recognizable.”

Quarter-zip polos

Their quarter-zip polos have been popular (“Maybe because they’re the perfect balance of edgy and wearable) as well as their pieces that feature color blocking.

Soneja’s favorite? “That’s tough! But if I had to choose, I’d say the Grow hoodie because it was the first time I really pushed myself creatively. It has a deeper meaning that people have connected with. I embroidered the ‘Let Yourself Grow’ phrase at the back… Seeing it exist still makes me smile.”

Fans of the brand appreciate the thoughtful designs and dedication to quality. “The best compliment? When they tell us na sobrang sulit ng quality for the price. Like, they can’t believe it’s that good for what they’re paying. Someone also told me that my work made them feel seen. They’d been looking for something that truly matched their vibe, and they finally found it. Ang saya lang na may napapasaya ka din gamit ‘yung produkto mo.”

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Soneja continues to find inspiration everywhere—“random moments, nature, street art, even a cool color combo I see in someone’s outfit. Sometimes, an idea just pops into my head, and I start building on it. I love playing with contrasts, old and new, bold and subtle, chaos and simplicity.”

He said, “I want our brand to give you that special feeling, like you’re wearing something exclusive that really lets your personality shine through. On top of the thoughtful design details, The Reserved is about capturing an attitude and a vibe that speaks to who you are. Every piece is made so you can stay true to your own style without sacrificing comfort or quality.”

Most recently, the brand introduced Vache, handcrafted loafers made from genuine fur leather. “They feature a striking cowhide texture that blends rustic charm with modern luxury. Each pair is unique, no two patterns are alike, making them not just shoes, but a statement.”

Fans of The Reserved have a lot more to look forward to. “We’re cooking up something exciting this year. All our releases have been lined up so expect a lot of new drops. And yes, we’re planning to launch our website soon. I’m excited for what’s to come. Expect more designs, new collections, and a lot of surprises from The Reserved,” said Soneja.

His mission remains clear: “I want to create something for everyone that makes them feel elevated, and sets them apart from others.”