Over the past two decades, the meaning of ‘urban lifestyle’ in the Philippines has continuously evolved. What once centered on statement dressing and aspirational labels has gradually shifted toward versatility, comfort, functionality, and self-expression, reflecting changing consumer habits and modern city living.
Since opening its first Anthem pop-up in Power Plant Mall in 2006, Anthem Group has grown alongside these shifts, introducing a range of global lifestyle and retail brands to the Philippine market, including Original Penguin, Perry Ellis, Champion, Beyond The Vines, Sunday Staples, and Between Days, while also serving as a retail partner for Stanley tumblers.
For Cheryl Lao Lee, Co-Founder and Chief Executive Officer of Anthem Group, the evolution of urban lifestyle today is closely tied to how consumers navigate everyday life. “Today, urban lifestyle is all about versatility and ease,” she shared. “People want pieces that reflect their values and their need for comfort without sacrificing that cool factor.”
Founded during a period when heritage denim and statement fashion dominated retail trends, Anthem initially introduced premium labels such as 7 For All Mankind, Citizens of Humanity, Rock & Republic, and True Religion through its early multi-brand concept stores.
Over the years, the company expanded its portfolio to include brands that reflected changing consumer preferences—from heritage casualwear and work staples to minimalist, design-led, and performance-oriented labels.
According to Ericson Lee, Co-Founder and Chairman of Anthem Group, introducing international brands to the local market has always involved understanding how they connect with Filipino consumers beyond aesthetics. “Being a pioneer means we aren’t just selling clothes; we’re introducing a vibe and a culture that makes people feel like they’re part of a global community,” he said.
As the retail landscape evolved, Anthem also expanded into more experiential and lifestyle-driven concepts, operating across fashion, hospitality, and experiential retail environments.
“Retail is our soul, but the experience is the body,” Cheryl explained. “Whether we’re designing a small pop-up or a flagship store, we’re thinking about how the space makes people feel.”
This approach became increasingly relevant as consumers began placing greater importance on experience, community, and emotional connection alongside functionality.
“Modern Filipino consumers want products that feel useful and emotional at the same time,” Cheryl added. “They want things that last and things that say something about who they are.”
Today, Anthem Group operates more than 100 retail doors nationwide and continues to expand its portfolio of lifestyle and retail brands. Alongside its retail growth, the company has received industry recognition over the years, including the Outstanding Filipino Retailer (OFR) Award in the Medium Tier category and multiple Ayala Merchant Awards for excellence in retail operations and visual merchandising.
As Anthem Group marks its 20th anniversary, the company continues to look toward evolving lifestyle trends, including conscious comfort, community-driven branding, and experience-led retail.
“Twenty years is just the beginning,” Eric shared. “We want to keep being the group that brings the next big thing to the Philippines before anyone else sees it coming.”
And as consumer lifestyles continue to evolve alongside the cities they move through every day, Anthem Group looks toward its next chapter – one that, much like the city itself, is still unfolding.
