
By Isabella E. Cuartero
Our daily routine calls for multi-tasking and seamlessly shifting between various roles. Whether it’s moving from one place to another or juggling multiple responsibilities at the same time, having a reliable accessory that adapts to our dynamic schedules is essential.
This is where Shūbizz steps in—offering versatile footwear designed to keep up with the demands of a busy lifestyle.
The Rise of Athleisure
Athleisure—where athletic functionality meets casual wear—has steadily established itself as a cornerstone of everyday Filipino fashion. Rooted in comfort and versatility, athleisure meets modern demands by combining performance-ready materials with contemporary designs, making it an ideal go-to for both active pursuits and leisurely lifestyles.
Shūbizz is designed with local brand Figlia’s best interests at heart, and crafted from breathable, durable, and often sustainable materials.
Modern Everyday Fashion
Founder Joey Enriquez shares, “Figlia’s entry into the athleisure market with Shūbizz was driven by the growing demand for comfortable yet stylish footwear suitable for modern lifestyles.”
As with any new endeavor, the introduction didn’t come without challenges. The brand carefully balanced every aspect while ensuring the quality of each product.
“One of the initial challenges was establishing a unique identity in the highly competitive athleisure segment dominated by international brands,” Enriquez explains. “To overcome this, we leveraged our deep understanding of Filipino consumers’ preferences—marrying comfort, functionality, and affordability.
Shūbizz was officially launched to complement Figlia’s already successful portfolio, focusing on sneakers for walking, light running, and all-day wear.
Duality of Shūbizz Athleisure
Enriquez says Shūbizz takes pride in catering to diverse styles and occasions, offering footwear that effortlessly transitions from relaxed daywear to elegant evening attire.
To remain competitive, Shūbizz focuses on three key strategies:
Innovation Continuously improving product comfort through advanced materials and design.
Affordability Offering high-quality sneakers at prices accessible to Filipino consumers.
Trend Adaptability Staying attuned to both local and global fashion trends to create designs that resonate with the market.
“Consumer insights are integral to our design and development process,” Enriquez emphasizes. “We regularly gather feedback through in-store surveys, online reviews, and social media engagement. Comments on fit, comfort, style, and durability directly inform adjustments and improvements in our products, ensuring we stay responsive to our customers’ evolving needs.”
Perfect Blend of Global and Local
Shūbizz is dedicated to crafting designs that harmoniously merge global fashion trends with the practical demands of its consumers. Each collection is carefully curated by the design team to showcase modern elements such as chunky soles, neutral tones, and minimalist silhouettes while keeping wearability and comfort in mind.
Indeed, a perfect blend of international style and local sensibilities.
Product Expansion
“While sneakers are at the core of Shūbizz, we plan to expand our athleisure line to include other footwear essentials like slip-ons, sporty sandals, and lightweight loafers. These additions will cater to customers looking for versatile options beyond sneakers, without compromising comfort or style,” Enriquez explains.
Overall, they have five other existing brands, namely:
Figlia: Their iconic flagship brand featuring classic pumps for office and school, as well as sandals and evening shoes. The Figlia line also includes classic and trendy wearable bags.
Sorores: A comfort-focused line of moccasins and sandals for everyday wear.
Figliarina: A trendier line that includes high heels, strappy sandals, chunky loafers, very flat accessorized sandals with a lot of bling, trendy pumps, and Mary Janes.
UOMO: Recently relaunched vegan men’s shoe collection, offering classic and trendy designs for the modern man.
Together, these brands reflect the company’s dedication to providing quality, style, and value to Filipino consumers.