Cover Skeeter Labastilla-Turgut, founder and CEO of Pinas Sadya (Photo: Lei Magluyan)
Skeeter Labastilla-Turgut, founder and CEO of Pinas Sadya (Photo: Lei Magluyan)
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Pinas Sadya founder Skeeter Labastilla-Turgut discusses business growth, working with weaving communities and dressing Filipinas through every stage of life
A career in corporate media once defined Skeeter Labastilla-Turgut’s world: boardrooms, regional reporting lines and the pace of multinational television networks. Yet the shift to fashion came from a more personal impulse—the desire to create clothing that celebrates the experience of being Filipino, particularly for women navigating life’s evolving chapters.
Labastilla-Turgut launched Pinas Sadya in 2022 after years in senior leadership roles overseeing networks from Cartoon Network to Disney Channel in Southeast Asia. Many casualwear labels catered primarily to smaller frames, leaving women in their 30s to 60s with limited choices that felt expressive, comfortable and proudly Philippine-made.
Pinas Sadya responds to that gap through relaxed silhouettes, generous sizing and textiles sourced from weaving communities. Working with artisans required patience. Production rhythms rarely followed corporate timelines, leading to an early period of negotiation and adaptation. Over time, Labastilla-Turgut began supplying threads herself, allowing weavers to produce specific palettes commissioned for the brand while ensuring steady orders for their craft.
The company’s debut arrived quietly at ArteFino in 2022 with a modest booth and a founder stepping into unfamiliar territory after decades in corporate leadership. Momentum followed quickly. By 2025, Pinas Sadya reached New York Fashion Week, carrying its message of Filipino pride to an international stage.
Today, the brand operates three locations across Metro Manila while building a community around what Labastilla-Turgut calls the everyday act of “lifing”, dressing for the evolving journey of womanhood.
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Q&A
What inspired you to start your business? Was there a specific gap or opportunity in the market that others overlooked?
There has been an emotional gap between the product and the joy of being a Filipino—regardless of size, age and shape—in casual wear. Something that fits you, regardless of your body type, that is Philippine-made and is kabogera.
When we launched the brand in 2022, there were already many options in the market, but most of them catered primarily to smaller sizes. We were very specific with our target market: women in their 30s to 60s. These are businesswomen building careers, becoming mothers, evolving into new versions of themselves. I was also speaking to my own age group because I went through the formation of the brand during that stage of life. That journey started with insecurity—like everyone transitioning from the pandemic. We were all asking ourselves, “Are we sure about what we’re doing?”
So we addressed that gap while still rooting everything in the pride and joy of being Filipino.
In the early days, what were the biggest challenges you faced in building the brand?
The biggest challenge was logistics and working with weaving communities. Weavers have their own timelines. They don’t follow corporate deadlines. So there was a real gap between their process and our needs. For example, they might produce a lot of yellow fabric when we actually needed brown.
So we had to educate each other. I had to explain that there is demand and supply—if I buy more from you, can you produce these colours within a certain timeline? It became a kind of dance. Eventually, we reached a compromise. I began providing the thread myself so they could produce the specific colours I needed. That also gave them security because they already had guaranteed orders.
Now they even set aside threads and fabrics specifically for Pinas Sadya.
What sets your brand apart from competitors?
We deeply understand the “inner seasons of growth” of our target market—our community, our kabogeras. We know their pain points. Our message is that life itself is the occasion. You don’t wait for life to happen before dressing up for it. Every day is “lifing”, so we dress up for that moment.
What sets us apart is the community we build around women’s growth and evolution. Women don’t have scheduled moments of happiness or struggle—we experience both all the time. We celebrate the journey of becoming. That message resonates strongly with our customers.
Even in our store, we emphasise personal connection. Customers receive a bouquet and a note thanking them for showing up, thanking them for not dimming their light. You don’t get that kind of experience in a fast-fashion store.
Can you share a pivotal turning point that significantly changed your brand’s direction or growth trajectory?
The 2020 lockdown was the first major turning point. We had invested everything in our first event, and suddenly it was cancelled. I almost gave up. I remember thinking, “Maybe this isn’t for me.” But then I asked myself: how can I deny my authentic self as a creative? So the pivotal moment was choosing to continue. In 2022, I launched the brand despite fear.
From that moment, we kept showing up consistently. And that journey—from being scared in 2022 to showing up confidently—eventually led us to New York Fashion Week in 2025. That was a huge milestone for us.
How do you navigate through the changing economic, political and social climate?
We take a stand. We are loyal to our vision. Our vision is to build a generation of proud Filipinos—people who wear, live and preserve our heritage. We take a stand for a better Philippines. That vision guides us regardless of the political or social climate. We are not fence-sitters.
As you look toward 2026, what is your long-term vision for the brand?
We are evolving. 2026 is a foundational year for us. We are in the stage of our becoming. Before you become something, you must remember who you are and intentionally build toward that future.
As the brand matures, we are entering a phase that requires clarity of positioning, disciplined expansion and long-term structural planning.
So this year is about strengthening our core while preparing for sustainable growth.
See also: Can Philippine coffee scale up without leaving farmers behind?
Above Skeeter Labastilla-Turgut, founder and CEO of Pinas Sadya (Photo: Lei Magluyan)
Skeeter Labastilla-Turgut, founder and CEO of Pinas Sadya (Photo: Lei Magluyan)
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What advice would you give people who want to start a business like yours?
Three things.
First, padayon—keep going. Even when it’s hard, you must continue showing up every day if you truly commit to the path.
Second, authenticity. Bet on yourself and your future self. Build something that reflects who you really are.
Third, stop comparing yourself to others. Everyone has a different journey and different experiences.
If you follow those three—padayon, authenticity and no comparisons—you will discover your own becoming.
Continuing Tatler’s 25th anniversary celebration, we honour 25 entrepreneurs whose ingenuity, resilience and purpose are reshaping the Philippine business landscape. Many started from humble beginnings, yet their determination and innovation have earned them well-deserved acclaim. Driven to make life better for the Filipino people, they are setting new standards for success.
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Angela Nicole Regis Guiral is the assistant digital editor of Tatler Philippines. She studied journalism and has since written features that look closely at how culture, lifestyle and social impact converge, while occasionally wandering into the worlds of style and travel.
