I think that the “stigma” associated with local brands is, yes, linked to our perpetual tendency to be clouded by the subject of colonial mentality. We Filipinos tend to assume a higher stature when we are able to associate ourselves with foreign things. Let us take Jose Rizal’s rather infamous lady, Doña Victorina, as an example. This Doña bathed herself in everything European, completely erasing in her individuality the heritage of being Filipino. She felt inferior as an indio, and decided to place upon herself the pride of not being a Filipino. In line with this sentiment: with the problematic gap between the poor and rich, the ability to consume goods that are expensive, and the apparent ability to do it flawlessly is an undeniable status symbol. No matter how many more reasons we give out on this matter, everything about overly patronizing internationally sourced goods really boils down to the desire for social supremacy.
I am not saying that buying from international brands is evil, it isn’t. But to indulge one’s resources to such stores and ignore the coolness that resides within the confines of local brands is disappointing. Not a lot of people know that the industry of clothing brands in the country is growing and there are a lot of local stores that sell quality pieces.
To be a true person of the universe does not solely reside in our capacity to travel other worlds, but in our capacity to nature what is ours in which our blood runs.
✿ Bea Ticsay ✿
sources of images 1