Illa Manila's Streetwise Streetwear
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Pop-up event with Kingstyn Cabiling (Photo courtesy of Illa Manila)
In 2022, Filipino lifestyle blog Kollective Hustle rated Illa Manila first of “4 Filipino American Street Wear Brands You and Your Friends Wish They Knew About Sooner.” The recognition came ten years after Raibyn, 45, started the company in his hometown of San Diego, kitty-corner to National City.
As the Art Director of Vans for eight years, Raibyn turned what’s fun in youth rebellion into fair-haired fashion. Converse/Nike then recruited him to spearhead their entry into skateboarding apparel and shoes. After four years as Art Director of Cons, he says, “We started Illa Manila because at the time (2012) we saw something was missing in the market. There wasn’t a streetwear lifestyle brand that was inspired by Filipino American culture. The brand name was inspired by the famous ‘Thrilla in Manila” boxing match between Muhammad Ali and Joe Frazier.”
He references his own dictionary to share, “The word ‘Illa’ means exceedingly amazing, greater than.”
Like many Filipino San Diegans, he was born into a Navy family; in his case, a family of five in the household of Reynaldo and Aimee Cabiling. Raibyn and his Philippines-born wife, Kristine, have three children.
(L-R) Kingstyn Cabiling, Avelina Cabiling, Raibyn Cabiling, Kristine Cabiling and Felicity Cabiling (Photo courtesy of Illa Manila)
Filipino culture inspires all of the brand’s imagery, including the iconic balisong or butterfly knife. “I believe the balisong knife is a Philippine national treasure. For me, it represents the ingenuity of the Filipino people. We should be proud of that.”
Resistance T-shirt (Photo by @NATHLYN.D)
Pinay Balisong skateboard deck (Photo courtesy of Illa Manila)
The Illa Manila website offers a broad selection of jewelry, hats, and hoodies, but is best known for T-shirts. “I personally hand-screen the T-shirts myself. In high school I learned the process and to screen print. That was the introduction to my passion for designing and creating a clothing brand.”
Headwear collection (Photo courtesy of Illa Manila)
If Rhude represents individuality that’s earned through assimilation, Illa Manila represents the end of sacrifice and a revival of Filipino beauty. Illa Manila invented the Barongorak with embroidery running along either side of the half-zip. The streetwise update to the traditional Barong Tagalog sold out before the holidays. “The Barongorak was a custom cut and sew.” As for the windfall, he says, “All the profits get reinvested in to the company so we can expand the product assortment.”
Cut & sew Barong anorak hoodie (Photo courtesy of Illa Manila)
The Original Influencers
Most of his customers aren’t Filipinos but people affiliated with Filipinos. “Non-Filipinos buy from us for a lot of different reasons. We’ve heard people say that my wife or girlfriend is Filipino, my best friend is Filipino, my coworkers are Filipinos. I used to live in the Philippines, etc.” People are genuinely moved when they experience the rock-solid ties within the Filipino interknit. “I think people love our products because our designs give them emotional value.”
The affection Raibyn shows for his community is sincere. “The aspect of Filipino heritage I value most is our community spirit. Filipinos help one another. We share the same values and culture.”
He encourages all North American-born Filipinos to visit the Philippines. “Going to the Philippines helps sustain the culture and pride,” he observes. “Having been born in the USA and growing up with only a few Filipinos around, I’ve come to believe all Filipinos need to visit the homeland. Every time I go back, right when I walk out of Manila Ninoy Aquino International Airport into that distinct smell and sea of Filipinos, it hits me. Everyone is a relative.”
Illa Manila sells online but also runs pop-ups. New merch drops debut on Instagram @illmanila.
Anthony Maddela covers the cool side of Filipino tradition for Positively Filipino.
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