SME  /  SUSTAINABILITY

By FedEx | September 23, 2024

When she couldn’t find sustainable shoes in her size, Filipino entrepreneur Trina Louisse Evangelista built an e-commerce business specializing in stylish, eco-friendly women’s footwear. Discover the story of how her brand has taken off with international customers.

• Triloueva is a Filipino footwear brand using sustainable materials and locally sourced fabrics to meet the growing consumer demand for eco-conscious products.
• Founder Trina Evangelista has taken a hands-on approach to growing her business with the help of local artisans and celebrity and influencer fans.
• With orders from overseas customers stacking up, Trina continues to expand her international reach with the help of FedEx.

Consumers today are increasingly conscious of their impact on the environment. This shift is evident in the fashion industry, where eco-conscious practices are a major concern for brands who want to reduce their environmental footprint.

Homegrown Filipino shoe brand Triloueva designs trendy, comfortable footwear crafted from sustainable materials like vegan leather and locally sourced fabric and wood.

Triloueva, a portmanteau of its founder's name, Trina Louisse Evangelista, began its journey with an initial investment of just PHP5,000 (less than $100 USD). Trina was determined to start a business that would solve her personal quest: finding the perfect size 10 footwear without breaking the bank or compromising on style.

Finding expert shoemakers to bring her designs to life

Trina is completely hands-on when it comes to managing her business, from shoe design, branding and advertising on social media, to working around the clock packing international orders for customers in multiple time zones.

One challenge she faced early on was sourcing reliable suppliers willing to accommodate small orders while maintaining stringent quality standards. She now collaborates with skilled artisans in Marikina, a city renowned in the Philippines for the traditional craft of shoemaking.

Operating solely with the support of her immediate family, Trina launched her first online footwear business in 2014, attracting young professionals seeking sustainable, affordable work or business casual shoes. Her marketing strategy cleverly positions Triloueva shoes as luxurious yet reasonably priced.

Establishing the Triloueva trademark

What distinguishes Triloueva from other footwear brands is that Trina puts herself right in her customers’ shoes – literally:

“I personally test each and every prototype to make sure I’m satisfied. Only then do they go into mass production,” Trina shares. “My regular clients are a crucial part of my brand. I’m all ears for any input they have on my products. I even use some of their names for various shoe styles. By doing this, I want them to feel that they are a part of the brand and our story, which retains their loyalty and continuous support for Triloueva.”

The average lifecycle of Triloueva shoes is three to five years – a lifetime in fashion. This is a testament to the craftsmanship of the artisans Trina works with. The brand has continued to gain popularity over time thanks to top-notch quality and of-the-moment designs.

When the pandemic hit, the brand skyrocketed in popularity as Filipino celebrities and influencers rallied behind local labels like Triloueva. Today, Triloueva products are not only available online but also sold at major shopping malls in Manila and Alabang.

Going global: tapping cross-border business

With an extremely lean team comprising mostly of family members, Trina built Triloueva while working a full-time job. When international orders started pouring in, Trina needed all the help she could get.

Trina realized that a reliable logistics provider would prove vital to the success of her company’s operations. “For the past few years I received requests from customers asking me to ship abroad, but I had a hard time figuring out the logistics of doing it. When I turned to FedEx for support, I was pleasantly surprised that they were able to activate my corporate account within 24 hours.”

“Since then, FedEx has helped catapult my brand to the next level, opening up more opportunities to ship our products to customers worldwide with total convenience,” Trina said.

Trina rates FedEx for convenient booking, pickup, tracking, and payment processes. “I’m constantly juggling time between my side hustle and day job. The convenience and flexibility of FedEx’s services means I no longer manage tedious tasks, which gives me more time to focus on my work and business,” added Trina.

Big dreams: a future shoe empire

Having built a reputation and international following for her brand, Trina hopes to expand her business beyond shoes with a boutique selling accessories and apparel. And to diversify her current product portfolio, Trina would love to market new, unique heel designs created in collaboration with international fashion designers. She’s also determined to keep growing her brand’s e-commerce presence and eventually conquer the rest of the Asian market.

Trina’s advice for aspiring entrepreneurs? “Don’t force yourself to keep up with trends.” With competitors prioritizing cheap manufacturing hubs for quick turnover, she instead champions lasting quality over fast fashion styles that come and go.

Discover more inspiring stories from entrepreneurs across Asia Pacific here.