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I unboxed a Brother PE800 embroidery machine in December 2020, my brother’s Christmas gift to me. At first it was just something to do in quarantine, clip art Nike swooshes, fun little projects, and it became something else entirely.
From Familiar Swooshes to Lasting Meaning
I made a lot of those vintage Nike designs, customs for other people, and everything else you could think of to pay back the machine. But I knew it wasn’t sustainable, I kept doing designs that I just found online and were trending everywhere else. Eventually, turning out other people’s ideas felt robotic. I burned out. After graduation, I shut everything down and wondered: What am I even building?
The Cultural Disconnect That Hit Hard
I’d spent so many years assimilating. My parents did what they could to give us a better life, but I knew there's more I need to find out about my identity, more than just the Filipino food I eat at home. My cultural exposure was limited because of the lack of representation, often just categorized as 'Asian-American.' College changed that - my Filipino community became my informal classroom, river of stories, and the reason I found purpose in design.
The Brand Before it was Even a Brand 2023
I just started creating again. I made the “Ube” piece first, then slowly realized maybe this could be something. I had a purple shirt and just embroidered it without thinking about it, until more and more people kept asking if they could get one. It was such a great conversation starter for other Filipinos. Every shirt became a lesson: a gateway to learning Pinoy history, language, and pride, and sparked curiosity for outsiders alike. I am finally reconnecting.
Small Business, Big Vulnerabilities 2024
Finally in 2024, I launched Kilig Ko officially and registered as an LLC! I’m one person. I’m the designer, legal team, marketing, fulfillment. Imposter syndrome creeps in: Is it worth it? Each evening bleeds into another late-night edit or embroidery. Still, when someone DMs: “Your work made me cry- I feel seen,” it feels like landing on solid ground.
Finding My People
My first Filipino‑American art fair was magic. Other vendors shared tips, pitfalls, stories. We traded merch list strategies more than merchandise. Gratitude became a feeling that coursed through every conversation, a mentorship without trying. When I hit almost 1,000 Instagram followers in May 2024, that was so crazy I could cry. You're telling me that a thousand people actually like Kilig Ko enough to follow me? WILD. You all are amazing and now in August 2025, you have grown Kilig Ko to over 15K+ followers and counting. I LOVE YOU ALL!
Why This Matters to Us
Representation isn’t just “being visible.” It’s about specificity. Most vendors at night markets are “Asian in general.” Where’s the Filipino‑only table, t-shirts printed with identity, garments named after Filipinos, postcards quoting OPM? I want people to wear these designs and remember what they look like in a Filipino context. I want them to feel pride- even if it’s just seeing “UBE” printed in bold script across a hoodie.
Today, Kilig Ko is no longer just a brand, but my home, my community. What started with quiet stitches and sweaters has become something bigger: a space with purpose, reaching people who see a bit of themselves in what we do. Through each design inspired by Filipino culture and every story we share, we’re slowly finding our rhythm, shaping a brand built on values we’ve always cared about: self-love, pride, healing, and heart.
Every “I feel this,” every comment, every person who tells us they feel seen- that’s what keeps us going. I used to look for something that represented me. Now, I get to be part of something that does just that. A reminder that self-love can start with reconnecting with where we’re from, and choosing how we carry it with us moving forward.
<3 Sarah
Uploaded on: Kilig Ko | Youtube
Date: August 6, 2025, 6 PM PDT
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