Basketball is deeply ingrained in the rich tapestry of Filipino culture, serving as a special way of life for most Filipinos. Its strategic and dynamic nature makes it a popular game among players as well as spectators. Its fast pace and physicality keep the Filipino audience on their toes, making it an ideal choice for entertainment and recreation.
Know The Culture strives to create a clothing brand influenced by the vibrant basketball culture in the Philippines, with a particular focus on the province of Cebu. It is deeply intertwined with the local basketball scene in the region, going beyond being just a sport and becoming a way of life in our province. The brand’s primary goal is to highlight and celebrate the distinctive culture and fervor that surrounds basketball on the island.
“Our designs reflect the vibrancy and diversity of Cebu’s culture.”
College friends turned business partners Gio, Patrick, and JP highlight that Know The Culture goes beyond being a mere clothing brand; it embodies a true celebration of our local community and its unique cultural identity. “Our designs reflect the vibrancy and diversity of Cebu’s culture, ranging from the local basketball scene to the renowned lechon. We take immense pride in showcasing these aspects to the world,” co-founder Gio Laguyo added.
“Back in 2017, when we were fresh graduates, we found ourselves at a loss regarding what to do after college. Basketball had been an integral part of our lives, and we couldn’t just let go of the game. That’s when the idea struck us—why not create a basketball-inspired brand?” Patrick Go shares.
“We all agreed that it was worth pursuing, as it would allow us to keep the spirit of the game alive while showcasing the values and principles we had learned as athletes. From being teammates to co-founders of our own clothing brand, we have experienced tremendous growth. We believe that our designs have greatly improved, and the quality of our merchandise has reached new heights,” he added.
“Basketball had been an integral part of our lives, and we couldn’t just let go of the game.”
Know The Culture has exciting plans for the future, including the opening of a flagship store. “We strongly believe that the flagship store will offer a unique and personalized shopping experience, allowing us to showcase and express the brand’s visual creative environment,” JP de Guzman shares. “Additionally, we see the flagship store as a powerful tool for strengthening the brand’s presence in the market. We are incredibly enthusiastic about the countless possibilities that lie ahead for Know The Culture.”
What lies ahead for Know The Culture? The trio is filled with enthusiasm for the expansion and sustainability of their business. Their utmost priority is to enhance the brand’s visibility within the local community while also striving to tap into greater heights.
“We are incredibly enthusiastic about the countless possibilities that lie ahead for Know The Culture.”
Photography Justin Muring