In the cause of moving Philippine fashion and design forward, I have always been an enthusiastic supporter of homegrown, locally produced products. When there is a new collection from a Filipino label, I’m there at the launch to see it. When a local designer launches a new collection, I am often among those willing to put my money where my advocacy is.

I believe in Filipino talent. I believe that our designers, craftsmen, makers, and creatives can create work that deserves to be seen not only here but around the world. Supporting local is, for me, more than a slogan. It is something I genuinely believe in and try to practice.

But supporting local also means being honest when something falls short.

Recently, I had two experiences with local brands that made me think about the other side of the “support local” conversation: If we expect consumers to champion Filipino brands, shouldn’t brands also step up and give consumers a reason to keep coming back?

The first instance involved a clothing label that has been featured in numerous magazines and has made an impressive appearance at a fashion week. I enthusiastically ordered a complete look straight from the runway. I contacted the designer online, paid in full, and was told that I would be updated when the order was ready.

That update never came.

Three months passed. With no message, I finally reached out to ask about the order. A few days later, the designer apologized and told me that the order had never been put in.

For three months, I had essentially been waiting for something that wasn’t even in production.

The designer offered another look from the collection that was already available. I almost accepted. But it wasn’t exactly what I wanted, and after three months of waiting, I was already questioning the business process. I eventually requested a full refund. It was granted but the refund itself took another three weeks.

Another experience happened just last month. I discovered a proudly Marikina-made shoe brand through social media, and was drawn to its story of building a local footwear business today. I visited its showroom and placed a custom order with the brand’s interns, as they were the only people there present to take my order. To be sure, I repeated the order through Instagram with the owner. I paid in full and was told it would take two to three weeks.

Six weeks later, the shoes arrived. In the wrong size.

What made it more frustrating was the lack of communication throughout the process. There were no updates or messages unless I initiated them. The brand had to restart production, and eventually the second pair arrived correctly, made to my specifications.

I got what I wanted in the end. But getting there was an ordeal.

These experiences are not meant to discourage anyone from buying local. Quite the opposite, actually. They are reminders of why local brands need to take their businesses as seriously as consumers take their support.

The products I ordered were not inexpensive. And while I am willing to pay a premium for good design, craftsmanship, and the opportunity to support a young budding Filipino business, that expectation extends beyond the product itself. The customer experience is part of the product.

A beautifully designed outfit does not excuse poor communication. A well-crafted shoe does not excuse a wrong size. Being a small or emerging brand may explain why systems are still being developed, but it cannot become a permanent excuse for lapses in service.

I also understand the challenges. Many local labels operate with small teams, limited resources, and production systems that are nowhere near the scale of more established brands. But perhaps this is precisely why better systems matter. A simple order tracker, a confirmation message, a realistic production timeline, or a proactive update can make a tremendous difference.

There is also a bigger conversation we need to have about the price of local fashion and design. I often hear from people in media, fashion, and consumers that some Filipino brands have become expensive enough to be accessible only to a particular segment of the market. If we want “buy local” to become more than an aspirational idea, affordability and value have to be part of the conversation, too.

I will continue to support local. I will continue to celebrate Filipino creativity and champion designers who are pushing the industry forward. But support should not mean blind loyalty.

If we truly want Philippine fashion and design to compete globally, our standards have to be global, too—not just in creativity and craftsmanship, but in professionalism, communication, service, and the entire customer experience.

We ask consumers to believe in local. Local brands, in turn, have to give us every reason to believe.