It was in Greenhills in 1998 when Ronald Pineda started his mission of dressing Filipinos in fresh, contemporary garments through his brand, Folded and Hung. And he did it. Eventually, the brand gained loyal customers, and stores popped up everywhere, making it a true nationwide name. Soon enough, it shifted from a clubbing aesthetic and became a fixture on runway shows and in designer collaborations. Helping cement its place in the Filipino fashion dialogue were its campaigns featuring local celebrities—most notably the one with Claudine Barretto in the 2000s, which was recreated by Nadine Lustre in 2017 for the brand’s 20th anniversary.

There is no denying that Folded and Hung helped shape a generation’s love for style. But during the pandemic and the years that followed, the ready-to-wear brand became less visible.

“Like many businesses, we were hit hard by the pandemic. It was a challenge unlike any we had faced before,” Ronald tells Manila Bulletin Lifestyle. “Still, we managed to keep the Folded and Hung name alive through our presence in Landmark Trinoma, Landmark Makati, and Landmark Alabang, nestled inside their department store sections.”

During that time, Ronald poured his focus into his construction business. But he wasn’t ready to let go of Folded and Hung. As he puts it, “Retail wasn’t just a business for me—it was in my blood.” After a long period of reflection, recalibration, and finding his center, a eureka moment emerged. Marking a new chapter for his beloved brand didn’t come in the form of a runway show, a designer partnership, or the launch of new ambassadors, but in a cup of coffee. And just like that, F&H Coffee was born.

Launched in August this year, F&H Coffee sits where the Folded and Hung brand first began—in Greenhills, San Juan City. With its minimalist interior and biophilic accents, the coffee shop positions itself as a welcoming space where commuters and workers can quickly get their caffeine fix or enjoy a good meal, linger, and unwind. Hanging on its walls are art pieces in which Filipino artists used articles of clothing as canvases for their craft. These works were part of Folded and Hung’s partnership with The Artologist Gallery in 2017.

Pets are also welcome inside the coffee shop. Ronald is a devoted fur parent—so much so that he featured his Dachshund on F&H Coffee’s logo, signaling to pet owners that they, too, can bring their fur babies into the space and treat them to pet-friendly eats.

During an afternoon visit, Manila Bulletin Lifestyle got the chance to try some of the coffee shop’s offerings. Much like its diners, F&H Coffee’s menu is diverse, featuring breakfast bowls, cakes, pasta, and pastries. The brewed drinks are made with Colombian coffee beans, while non-coffee beverages and tea options are also available.

Apart from its Greenhills location, F&H Coffee recently opened a new branch in Market! Market! in Taguig City.

Retail remains part of the brand’s DNA. The other half of F&H Coffee in Greenhills doubles as a clothing store featuring Folded and Hung’s easy, everyday pieces—from polo shirts and graphic tees to denim pants, shorts, and hoodies. Customers can also purchase the brand’s garments through Folded and Hung kiosks in malls.

In many ways, F&H Coffee feels less like a reinvention and more like a homecoming. By returning to Greenhills, Ronald brings the brand back to its core—community, creativity, and an instinctive understanding of the Filipino lifestyle. The clothes may now share space with coffee cups and art-lined walls, but the spirit remains the same: accessible, expressive, and deeply local.

“This café isn’t just a business—it’s a reflection of who I am: a fashion retail entrepreneur, a passionate coffee lover, a proud fur parent (yes, that’s my dog in the logo!), and an admirer of art in all its forms,” Ronald explains. “F&H Coffee is where all these pieces come together in one vibrant, soulful space.”