A theoretical proposal for a sustainable fashion social enterprise. This project was done for Strategic Social Impact course toward a certificate in sustainability at the University of California, Los Angeles Extension.

1. Joanna Peña || Strategic Social Impact || March 2022

2. The Company
2
A sustainable fashion brand with a mission to drive equity and supply the contemporary
Filipino with ethically-made, artistically-designed apparel.
Respect. Integrity. Sustainability. Empowerment.

3. About the Team
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Joanna Peña
FOUNDER
Business Administration | Marketing | Sustainability | Social Impact

4. The Problem
Rural Community Neglect

5. 31.6%
Poverty rate among farmers
9.3%
Poverty rate among urban residents
24.5%
Poverty rate among rural residents
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6. Our Solution
A Sustainable Revolution

7. The Maharlika Project
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Sustainable Textiles
ECO-FRIENDLY
MANUFACTURING
FilipinoArtistry
CREATIVE,DESIGN & CULTURAL
CELEBRATION
Rural Communities
LOCAL WEAVERS & CLOTHING
CREATORS
Business Creation
SUSTAINABLE DEVELOPMENT

8. Our Advantage
Unique Development

9. Our Advantage
Innovation
Textile engineering and
systems development will
pave the way for new
action.
Artistry
Culture and creativity
will drive value and
inspiration.
Community
Connection and
engagement will lead us
into a future of
sustainable growth.
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10. Our Product
Sustainable Apparel

11. Maharlika Apparel
Ethically-sourced,
culturally-inspired attire
for modern day Filipino
youth.
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12. 12

13. Philippine Textiles
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Yakan
PINEAPPLE &ABACA BLEND
Hablon
INDIGENOUS BLEND
Piña
PINEAPPLE FIBER
Abaca
ABACA FIBER

14. Our Traction
Brand Potential

15. CONSUMER PROFILE
▫ Generation Z
▫ Filipino audience
▫ Middle to high income status
▫ Culturally-proud,
trend-conscious, practical
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16. The Market
National Audience

17. 41.4%
Middle to Upper Class
319,557
Estimated Target Population
18.4%
Target Age Range (15-24)
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18. The Competition
Local Key Players

19. Direct Brand Competition
19
Herman & Co.
LOCAL
Kaayo
LOCAL
Filip + Inna
LOCAL
Kultura
LOCAL

20. Mainstream Brand Competition
20
H&M
INTERNATIONAL
Forever 21
INTERNATIONAL
Bench
LOCAL
Penshoppe
LOCAL

21. Business Model
Driving Revenue

22. BUSINESS MODEL CANVAS
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KeyActivities
Community engagement
Research & development
Materials sourcing
Artistic collaboration
(marketing & fashion design)
Key Resources
Agriculture
Talent network
Financial investment
Value Propositions
Selling points:
Artistry
Cultural celebration
Trendiness
Quality sustainable material
Business transparency
Customer Relationships
Influencer collaborations
Artistic community
Consumer interactions
Channels
Ecommerce
Pop-up stalls
Brick-and-mortar stores
Customer Segments
Ethically-driven
Culturally-driven
Trend-driven
Quality-driven
Key Partners
Textile engineers
Raw material suppliers
Rural workers
Filipino artists & designers
Local communities
Cost Structure
Value-driven cost structure for mid- to high-priced clothing production
Revenue Streams
Apparel retail:
Direct to consumer
Department stores

23. The Company
23
A sustainable fashion brand with a mission to drive equity and supply the contemporary
Filipino with ethically-made, artistically-designed apparel.
Respect. Integrity. Sustainability. Empowerment.

24. Contact Us
Joanna Peña
FOUNDER
Email: joanna.angelicapena@gmail.com
LinkedIn: https://www.linkedin.com/in/joannaangelicapena/
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