Bahala Na: A Brand, A Phrase, A Lifestyle
Clothing has the ability to tell a larger story and to speak volumes about cultural beliefs and historical change. When wearing a piece, it signifies a unique component of our identity and the fabric of our society as a whole. Kris and Kate Paguinto have intertwined Filipino culture with fashion-forward street style through Bahala Na, a Los Angeles-based lifestyle brand.
Realizing Bahala Na was conceptualized with the hopes of manifesting the message of the phrase, meaning “whatever happens, happens,” onto an effortlessly chic tote bag, one that Kate had been searching for. In true entrepreneurial nature, when the product isn’t out there, you make it yourself. Bahala Na was born with a full investment in amplifying the Filipino voice. “We felt like there was a shortage of Filipino-owned brands that were actually like Filipino representation, like a lot of the brands that we were following, that we really loved that we're Filipino-owned, were not specifically catering to the Filipino audience.”
What Started It All: Bahala Na Tote Bag by Bahala Na
Bahala Na thrives off of being a brand that is sibling-run, staying true to the quintessential family dynamics that are a pillar of Filipino values, and highlighting the common household saying that family is everything. Being twins has allowed Kris and Kate to move in sync, complementing each other and having distinct identities that, combined, make for a special, inimitable force aligned with the brand. More than that, such intuitiveness distinct to a relationship between twins has allowed the identical twins to have a magnetic connection not only between themselves but also with consumers.
Manila-born and California-raised, the Paguinto twins reminisced on their specific upbringing, with two urban city “homes” that serve as the essence of each clothing item. An “Filipino Angelino kind of fusion,” as Kate calls it, Bahala Na caters to the quintessential street style lauded throughout LA, with quotes drawing Kapamilya to find community through shared words. People responded quickly to the new brand that the content creators established, with a movement of the Filipino community coming along from their journey as content creators to empowered designers motivated by their culture in hopes of forming culture.
Never to be underestimated is the brand’s ethos, with the selection of the phrase Bahala Na exuding an effervescent nature of navigating life with the mindset of acceptance amidst the constant ebbs, flows, and rapidly shifting nature of change. The phrase not only depicts how Kris and Kate try to live their lives but also the way they run their shared business as they express their desires to “ [go] with the flow and [pivot] where you need to, and just enough to know that you're capable of doing whatever needs to be done." Staying nimble, open, and creative is made possible by gracefully straying from the plan on occasion. The Paguinto Twins’ allowance of community, surroundings, and environment has propelled their success in unimaginable ways through the underestimated value of listening to intuition and the flat-out desires stated by consumers. Such callings of flexibility and fluidity have led Kris and Kate to empower themselves as business owners by utilizing their superpower: the “Bahala Na” lifestyle.
Such sentiments about the desire to satisfy their own wishes of seeing their culture printed and worn are shared by their 5,000 followers on Instagram. The buzz amongst the Filipino community in seeking their culture out in apparel has made pop-ups the perfect environment for the brand to connect directly with loyal supporters or intrigued culture-sharers strolling through markets specifically organized to intensify the AAPI voice. Pop-up markets, according to Kate and Kris, have served as a central hub for the community to share one space. Seeing consumers face-to-face allows for the most learning and growth through observation as they flip through vintage tees and converse about poignant moments brought to mind with each shirt. Resources, connections, and like-minded, passionate individuals come as gifts to Kris and Kate, who cherish relationships as a strong component of not only the brand's success but also their personal fulfillment.
Paguinto Twins in the honk if you ❤ jeepney drivers Tank Top by Bahala Na
Important to the Paguinto twins is being a resource and offering a space for critical platforms to have a voice. The “Honk if You Love Jeepney Drivers” tank, a special Bahala Na piece, represents the nature of Filipinos to manifest perseverance into creativity, with the jeepney itself being a testament to the resourcefulness that morphed World War II Jeeps into such a pivotal symbol in culture. To show their support for the artistic spirit that the Jeepney is emblematic of, Kris and Kate worked with the Tangol Passada Network, an organization raising funds against the Jeepney phaseout. Consumers who bought the tee not only have something tangible and stylish in their desire to express love for the Jeepney, but have also contributed to the Paguinto twins pledge to donate 20% of all proceeds to TPN. Highlighting different aspects of Filipino culture and bringing awareness to central issues, “home” is the embodiment of the power and impact of a purposeful and vivid vision.
Hayop Ka Tank Top by Bahala Na
Visiting the homeland and soaking in the pristinely crystal-clear Philippine waters invigorates the inspiration and creativity behind the brand, described by Kate as a “cleansing” of mind and soul. Being “home” means full immersion into the Tagalog language and learning the context of certain phrases, sayings, and slang that make for the best tees. Of the many phrases beloved by Filipinos, the duality of Hayop Ka inspired Kris and Kate to transform the humorous and derogatory expression, meaning “you are an animal,” into a sensual and complex state of being in love with the use of soft cursive lettering. The femininity and sweetness of the font and style at first glance of the tee speak to one of the main tenets of the Bahala Na: reclaiming facets of life seen as negative and bringing humanity to the forefront. Allowing oneself to be shameless and embracing the culture, dialect, language, and accent that are beautifully Filipino remains the beating heart of Kris and Kate’s decisions as founders of the brand and ushers of a newer generation of empowered Filipinos.
And so, we circle back to the brand’s name itself. Bahala Na.
A distinct phrase turned into a brand by Kris and Kate Paguinto, two people who promote the Bahala Na lifestyle.
Allow change and continuity to unfold through endless curiosity, creativity, and taking that leap of faith while knowing that whatever happens, happens. Come what may.
