Marikina, renowned as the shoe capital of the Philippines, boasts a rich tradition in shoemaking, producing high-quality footwear for many years. One notable brand from this heritage is Figlia, a popular Filipino footwear label that has become a favorite among people from various backgrounds.
Founded by Joey Enriquez, a dedicated shoemaker with a strong passion for his craft and an eye for style, Figlia emerged from his desire to start his own business.
In an exclusive interview, Enriquez shared with Manila Standard Lifestyle the journey of Figlia from a modest family business to a major player in the Philippine footwear industry.
“Actually, my father started his own business manufacturing shoes in 1955 using the brand Meg’s Shoes. So, that was how we started and how I became interested in shoemaking,” Enriquez said.
His journey in the industry started in 1986, marked by both the excitement of starting his own business and challenges from economic crises and changing consumer preferences.
“Before, our business went up and down due to politics and the Asian financial crisis. So, I also had financial problems because I was expanding,” he continued.
When asked what he learned from these experiences, Enriquez emphasized, “You have to always be prepared.”
But just like in every storm, there comes a rainbow for Enriquez’s Figlia as it became the Henry Sy-owned SM’s first shoe concessionaire inside its department store.
“I was the first shoe concessionaire inside SM when SM Makati opened. I was with fashion designers like Lily Laurel, Michael LaRosa, Efren Ocampo, and Lulu Tan-Gan,” Enriquez added.
Eventually, Figlia became a beloved homegrown brand. From one brand, it grew to six brands with each targeting its own market: Figlia, Figliarina, Shubizz, Sorores, Uomo, and Figlia Bags—catering to the diverse needs of the Filipino market.
From then on, Figlia has become synonymous with comfort, style, and quality footwear, delivering high-quality shoes to every generation.
While the company’s roots are firmly planted in traditional shoemaking, it has embraced modern design elements and sought inspiration from global fashion trends.
“Before, it was a bit conservative. Now, with the dawn of the internet, the world has become very small. Whatever is in trend in Europe, you can see it right away. So, you really need to be ahead of the trend. It’s instantaneous,” Enriquez explained.
collaborations with local designers
He added that Figlia has consistently adapted to the evolving tastes and preferences of Filipino consumers. By closely monitoring trends and collaborating with local designers, the brand has managed to stay relevant in a highly competitive market.
“Of course, the prices of branded items are different. For common Filipinos, maybe we cannot truly afford those price points. For the mass market, we get inspiration from them—silhouettes, Mary Janes,” he added.
Enriquez also noted the importance of collaborating with celebrities and influencers to reach a wider audience and connect with the younger generation.
As Figlia continues to grow, the brand has set its sights on the global market. Enriquez discussed the challenges of exporting footwear and the importance of finding the right partners. Despite these challenges, Figlia remains optimistic about its future.
At the heart of the shoe brand’s success is its commitment to providing comfortable and stylish footwear. Enriquez believes that a good shoe should not only look good but also make you feel good.
