How SM Green Finds helps purpose‑driven brands thrive
In today’s fast-changing and ever-competitive retail landscape, shopping has become more than a routine transaction—it’s now considered a reflection of dearly held values.
Indeed, Filipino consumers are increasingly choosing to patronize products that carry meaning, story, and purpose that are closely aligned with their own.
To make it more convenient for Filipinos to find and purchase these products, SM Retail introduced and continues to nurture SM Green Finds.
The novel green initiative helps shoppers access curated options to help them lead a lifestyle anchored in sustainability.
But more than that, SM Green Finds provides social enterprises the platform and space that they need to scale, sustain livelihoods, and easily reach a wider audience.
SM Green Finds thus created an ecosystem that brings consumers and suppliers together to shift to a more sustainable way of life— through clean beauty, sustainable fashion and eco-friendly home living made possible with the help of advocacy-driven brands.
One such brand that is propelled by advocacy is Rag2Riches (R2R), a pioneering and award-winning Filipino social enterprise whose journey mirrors the promise of SM Green Finds.
Founded in 2007, R2R began in Payatas, one of Metro Manila’s most underserved communities, with just ₱10,000 in capital, a burning passion to be of service to others and a simple yet powerful belief: that craft could be a pathway out of poverty.
“We’ve trained over 1,000 artisans across eight communities, teaching them zero-waste weaving techniques using upcycled and scrap textiles. But beyond training, what we’re really building is economic dignity and the ability for an artisan, mostly women, from a vulnerable community to get out and stay out of poverty,” shared R2R founder Reese Fernandez-Ruiz.
For consumers, R2R offers a choice that merges personal style with shared values.
Every bag, accessory, or home piece becomes a quiet statement of support for sustainability, craftsmanship, and inclusive growth.
The brand’s commitment to purpose is deeply personal.
Growing up immersed in communities facing poverty thanks to her mother’s missionary work, Fernandez learned that faith and compassion are not passive ideals—but clarion calls to action.
“Growing up, my mom’s missionary work was our way of life. This upbringing didn’t just expose me to the realities of poverty, I actually lived them. But beyond the hard realities, I also saw the possibilities,” she said.
“My mom showed me that there are many ways to create good in the world, and that for whatever way you choose, you must show up fully,” Fernandez added.
That belief continues to guide R2R’s mission today, close to 20 years and numerous milestones later, including the early partnership with Kultura, one of its earliest believers.
“We started with Kultura when R2R was only a few years old without an established brand yet. We connected with Kultura and because our missions were so aligned from the beginning, it was a very easy conversation. Through Kultura, we were able to showcase the earliest creations of our artisans,” she said.
“And now, years later, we find ourselves coming back home to Kultura, and the timing feels perfect! The Kultura customers have grown and evolved and so has R2R. We’re returning at a moment when Filipino pride and Filipino love are growing in leaps and bounds. More Filipinos are actively choosing Filipino, and Kultura is at the center of that movement,” she added.
Thus, coming back to Kultura is a full-circle moment for R2R, which developed a special collection to mark the meaningful partnership, allowing it to share its story through the Kultura platform.
Over the years it has charted its own path and grew into an established brand that has been able to marry advocacy with style, thus R2R returns as one of the Green Finds in Kultura with a stronger, clearer in purpose, and aligned with a new generation of consumers who are proudly choosing Filipino.
“Green Finds helped us reach a consumer who was already leaning toward conscious choices but hadn’t found us yet. There’s a growing segment of Filipino shoppers who want to align their purchases with their values and Green Finds puts us in their path,” said Fernandez.
“Kultura is a well-established brand and a go-to destination for anyone looking for the best of Filipino craft, design, and culture. Being part of that was absolutely a credibility builder for R2R but beyond this, it opened us up to a much wider market. It introduced our brand, our artisans, and our story to people who might never have found us otherwise. And more reach, for us, means more impact,” she added.
Fernandez stressed that R2R looks at its customers are not mere buyers but advocates through their wallet.
“When our advocates buy R2R, they are not just getting an intentionally-designed handcrafted product, they are also wearing their values proudly,” she said.
Trendy color palette and pattern elevate a classic, handwoven pouch.
As R2R looks toward becoming a Filipino heritage brand admired around the world, partnerships like SM Green Finds remain essential.
They ensure that stories of Filipino ingenuity, resilience, and care continue to be told beautifully, responsibly, and with impact.
(Discover the stylish and locally made products of Rags2Riches with Green Finds at Kultura—where advocacy becomes part of everyday shopping.)
