Cebu’s premier thrift community, "Ukay Ta Bai!" traces its roots back to a group of vintage shirt sellers around 2018–2019. At the time, they had a vision to organize thrift events but hesitated, sensing Cebu might not yet be ready for such a venture. "We didn’t want to get bashed!" they recall with a laugh. The pandemic soon followed, and they found relief in having postponed their plans. During that period, thrift events in Manila were also gaining attention, but not quite reaching their full potential.
Flash forward, and Manila now boasts over 20 regular thrift event organizers drawing thousands of attendees weekly. This explosive growth inspired the founders of "Ukay Ta Bai!" to take action. For them, thrifting was life-changing. One founder, Gerard Cosicol of Vintageyubec.com, started selling clothes and caps on Instagram for just Php 50–Php 500. Today, some of his vintage band tees range from Php200 to Php2,000, gaining international recognition in the U.S., Japan, Thailand, and Indonesia. Fellow co-founder Rizzan Murillo similarly rose from selling thrifted clothes to opening the only vintage clothing shop in Cebu, Y2kvintage.
Driven by their passion and the sense of a fragmented thrift scene in Cebu, the founders launched "Ukay Ta Bai!" Now, thrift sellers in Cebu have direct access to buyers, and the community has grown stronger and more connected.
Building a Community
Since its inception, the Cebuano community has warmly embraced "Ukay Ta Bai!" One of the most memorable moments for the founders came during their first event at Unity Coffee and Vinyl. Expecting a modest turnout of 150–300 people, they were shocked to see lines stretching out the door all day long. This overwhelming response pushed them to dream bigger, and just months later, they hosted a massive event at IT Park, attracting 27,000 attendees.
Their most recent triumph was hosting Cebu’s first-ever flea market at an SM Mall, marking a historic moment for both the community and the venue. The success of these events has been so profound that even venues have continued hosting their own markets after Ukay Ta Bai’s events, solidifying thrifting as more than just a revolutionary practice—it’s now a trend.
The Resurgence of Thrift Culture
Thrift culture has made a huge comeback, especially among younger generations. The team behind "Ukay Ta Bai!" attributes this renewed interest to people becoming more educated about thrift fashion and its sustainability benefits. "Gone are the days when ukay was seen as low or 'pangit,'" they explain. Today’s consumers are smarter, seeking unique, high-quality pieces at affordable prices.
With international luxury brands like Louis Vuitton, Prada, and Gucci entering Cebu’s market, it’s clear that the city’s purchasing power is on the rise. However, "Ukay Ta Bai!" offers an alternative for those looking to score these high-end brands for less at their curated thrift events—items that are authenticated and in great condition.
Sustainability and Thrifting
"Ukay Ta Bai!" takes its responsibility toward sustainability seriously. As a flea market organization, they advocate for mindful consumption and raise awareness about the environmental impacts of fast fashion. To stay true to their mission, they have strict guidelines for their vendors—no fast fashion, no overruns, and no fake or counterfeit products. They also regularly post content encouraging people to shift to thrift shopping, driving home the importance of sustainability in fashion.
Curating Thrift Events
Planning a successful thrift event takes dedication, and for "Ukay Ta Bai!", it all starts with the vendors. Many of their vendors have decades of experience in the thrift industry, making them some of the best in Cebu and the Visayas region. The founders themselves are experts in vintage fashion, ensuring that only the highest-quality pieces are featured at their events. “Quality over location” is their mantra, as they continue to build a community based on trust and authenticity.
Challenges in the Thrift Business
As with any business, "Ukay Ta Bai!" has faced challenges along the way. One of their biggest hurdles has been balancing inclusivity with authenticity. With over 700 vendor applications in their database, they’ve had to be selective, approving just over 100 vendors to maintain the integrity of their events. "Flea market" is often confused with "bazaar" these days, but the founders are committed to preserving the authenticity of their market by ensuring that 80%–90% of the items sold are truly thrifted.
Despite the challenges, the founders remain focused on community over profit. Ukay Ta Bai has become an outlet for their creativity and a way to give back to the local thrift scene.
Collaborating with Local Creatives
"Ukay Ta Bai!" isn’t just about clothes; it’s about fostering local creativity. Their events often feature live DJs, upcycling workshops, and even quiz nights where attendees can win shopping credits. These activations have helped them expand their reach and merge different creative communities in Cebu.
Cebu's Unique Thrift Culture
Cebuano thrift culture is distinct from other regions in the Philippines. Cebuanos aren’t brand-conscious—they care more about how a piece fits their personal style, regardless of its label. This mindset has helped shape the identity of "Ukay Ta Bai!" and set it apart from other flea markets popping up around the city. Their careful branding and months of planning have created a recognizable identity that resonates with both vendors and shoppers.
To engage Gen Z and Millennials, "Ukay Ta Bai!" tailors its branding and marketing strategies to appeal to these demographics. From curated content calendars to seasonal themes and event posters, every detail undergoes a rigorous creative process. The result is a vibrant, fun brand that connects with young thrift enthusiasts.
Looking ahead, "Ukay Ta Bai!" has exciting plans for the future. Bigger events are on the horizon, with special gatherings in Cebu set for November and December. The team is also expanding to other parts of the Vis-Min region, including Iloilo and Mindanao. The goal? Spread good finds and good vibes across the Philippines.
"Ukay Ta Bai!" continues to revolutionize Cebu’s thrift scene, one event at a time, while staying true to their mission of sustainability, authenticity, and community.
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