Why not the world? Part 2: Rafe Totengco

Rafe bags in TARGET stores

Rafe Totengco
Rafe Totengco's bags and accessories are now being sold in one of the United States biggest retail chains, Target. Rafe's is being introduced to Target's consumers as one of New York's hottest handbag designers. These are limited edition ultra-chic styles created exclusively for Target's chain of stores.

Priced between $19.99 to $49.99, Rafe is being marketed to the mainstream American consumer as a creator of handbags that have been spotted with celebrities and fashion insiders the world over. Elegant but edgy. Classic but club worthy. His products are also being sold online through www.Target.com.
Kate Moss, Helena Christensen, Alexandra von Furstenberg, Cameron Diaz, and Sandra Bullock all have one thing in common. At one point or another, they have been spotted proudly carrying a bag designed by a Filipino. From a sea of Vuittons and Marc Jacobs, these five stylish women known for their sophistication and glamour have chosen to traipse within Hollywood's power circles with a Rafe bag.

Named after the designer himself, the Rafe bag has been gracing the pages of international fashion magazines including Allure and Women's Wear Daily as early as the 1990s. And with his collections now available in 250 stores worldwide, it seems as though life cannot get any sweeter for Ramon Felix "Rafe" Totengco.
While most people only dream of finding the perfect bag to accentuate their look yet still be functional enough to carry their loot, Rafe was among the very few who decided to make one himself. Most Filipino fashionistas remember him for Schizo, a clothing and accessories business under Sari-Sari Store. He was only 18 then and with no formal training in fashion.

While the label proved to be a successful one, Rafe found himself in a rut. He was dressing the same women again and again. He knew he needed to expand his horizons and soon enough, his thoughts turned to the big apple.
Considered as the fashion capital of the world, New York is the holy grail of all designers. Only the best of the best ever get to create their own line. Even fewer are recognized as true players in the industry.

Unfazed, Rafe closed Schizo, packed his bags and moved to New York in 1989. He took up fashion design at New York's Fashion Institute of Technology and worked for various established companies to get a taste of the realities in the industry. By 1995, along with several investors, he launched Rafe New York.

Since then, Rafe has been recognized by the industry for his achievements. He was awarded the Rising Star Award by the Fashion Group International in 2000. He was named Accessories Designer of the Year by the Accessories Council of Excellence in 2001. And in 2002, he was recognized by his country with the Ten Outstanding Young Men (TOYM) award for fashion design in the Philippines.
"I thought that that was the ultimate coup because it was our country acknowledging the fact that fashion is an industry that can contribute". It's not just about medicine, politics, or agriculture," Rafe said proudly.
Though international celebrities have become regular patrons, Rafe is far from forgetting his roots. A few years back, he even created a special collection honoring Filipino women. Entitle Bag Ladies, the bags were named after 11 Filipinas who served as inspiration for the collection. Included were Felecia Atienza, literacy advocate Lizzie Zobel, former governor Ting Ting Cojuangco, model-columnist Rissa Samson, magazine editor Pauline Suaco-Juan, entrepreneur Mandy de la Rama-Santos, Tricia Cu-Unjieng, columnist Celine Lopez, accessories designer Bea Valdes, Inquirer Lifestyle columnist Tessa Prieto-Valdes and Tina Maristela-Ocampo.

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