Signet: ‘We don’t aim to convince but to inspire’
The retail scene in Manila has evolved a lot in recent years. The steady influx of foreign brands has brought forth a multitude of fashion options that cater to all kinds of fashion whims and price points for the mainstream market.
However, for the more discriminating fashion enthusiasts, there’s only a small number of stores that satiate their fashion cravings. With very high standards for design and quality, denim, for instance, isn’t created equal. And the same goes for any other fashion item they purchase. High quality materials, unique design elements, attention to detail, special production processes rooted in tradition are some of the important product attributes they consider.
The guys behind Signet tapped into this opportunity, making locally available a range of distinctive cult pieces from brands with deep heritage in design and craftsmanship.
What is the vision behind Signet?
Our vision is to create a platform where discerning individuals can discover timeless, high-quality goods—each rooted in heritage, craftsmanship, and a compelling brand story.
Who are the people behind Signet and tell us a bit about how this started?
Signet was founded by four partners—Kelly See, Edie Lim, Tom Sing, and Jason Qua. What began as a shared passion project quickly evolved into a retail destination that champions brands we genuinely admire and believe in. Our curation is driven by personal conviction and an appreciation for enduring design.
What type of fashion aesthetic does Signet propose to the local market?
The Signet look is not common here in Manila. How do you convince your target customers to adopt this style of dressing? Our aesthetic spans the spectrum of modern menswear—from refined tailoring to functional workwear—reflecting a philosophy rather than a trend. While this style is not mainstream in Manila, we don’t aim to convince but to inspire. Today’s customer is highly informed; our focus is on introducing brands that align with our vision and allowing the products to speak for themselves. Trust is built when we consistently deliver thoughtfully chosen pieces.
What differentiates it from your competitors’ offerings?
We don’t view our offering through the lens of fashion alone. Instead, we focus on well-crafted goods that transcend seasons—products that are built to last and carry with them a sense of heritage, authenticity, and purpose.
Describe to us a typical Signet customer?
The typical Signet customer values quality, narrative, and individuality. They might be entrepreneurs, creatives, or professionals, but they all share an appreciation for products with substance—pieces that reflect a deeper story and stand the test of time.
What would you say are the essential items from your store that men and women must have in their wardrobe?
Our foundation lies in two categories: tailoring and denim. We believe every individual should own a well-constructed suit. That’s why we created Signet Essentials—a line of suiting developed with our Japanese partners, offering exceptional craftsmanship at an accessible price point.
Equally important is a good pair of jeans. We’ve championed Japanese denim since day one and currently stock over 10 heritage denim brands—each offering unique cuts, weights, and character.
You cover a range of unique and interesting products. Who curates the store? What is your process in selecting brands or pieces to carry in the store?
Curation remains highly personal. The founding partners are still at the helm of our buying process. When we encounter a brand we admire—be it for its craftsmanship, heritage, or philosophy—we reach out and explore how we can bring it to our community
What are your most sellable pieces?
Tailoring and denim continue to lead in demand. However, accessories such as Filson bags and footwear from iconic makers like Alden, Crockett & Jones, and Paraboot have established themselves as strong follow-ups in popularity and performance.
What insights have you gained from catering to the high-end market in the Philippines?
While we operate at a premium price point, our reach isn’t confined to the high-end segment. Signet appeals to anyone who values thoughtful design and enduring quality. It’s not about luxury—it’s about integrity and craft.
Name some of your favorite personalities who wear your clothes.
We prefer to let the products shine rather than tie them to personalities. Our campaigns feature everyday individuals because good style isn’t exclusive. You don’t have to be a celebrity to dress well—you just need to care about what you wear.
