When you think of the Philippines, fashion might not be the first thing that comes to mind.

Back in the late 1980s, Filipino fashion was all about formal and conservative styles. T-shirts were more of an undergarment than a fashion statement.

But Ben Chan saw things differently. He believed casual, sporty, and accessible clothing could change the local fashion scene.

The first Bench t-shirt shop opened in 1987 in the SM Department Store in Makati, Philippines.

Today, Bench's influence extends far beyond the Philippines, with stores in the United States, the Middle East, China, and beyond.

This is the story of Bench Philippines, a small t-shirt shop that grew into a lifestyle brand with over 600 stores in the Philippines and an international presence.

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👕 The birth of bench

Ben Chan didn’t start in fashion—he was an interior design graduate with an eye for style.

He started off designing accessories for Chan C Brothers, his family business. Then, he decided to design furniture and even opened a furniture store called Dimensione.

His entrepreneurial spirit came from his parents, who founded Liwayway Marketing Corporation, a Filipino company best known for Oishi snacks.

Chan’s design instincts and global experiences became the foundation for Bench.

At the time, Filipino fashion was mostly formal and conservative. So Bench brought a fresh, casual, and sporty vibe to the market.

Even though Bench started small, Ben Chan’s vision was anything but.

He wanted to transform the simple white T-shirt from an undergarment into a statement piece.

He shook up the retail scene with bold marketing. Bench had celebrity endorsements, eye-catching billboards, and cinematic TV ads.

And Bench was not just any other brand. By introducing stylish yet affordable casual wear, Bench made fashion accessible to everyday Filipinos, influencing how people dressed, interacted with fashion, and even reshaped local advertising trends. Bench became a household name synonymous with contemporary Filipino style and aspirational yet relatable branding.

They quickly evolved from being a men’s clothing brand that sold men’s t-shirts to a full lifestyle brand for menswear and womenswear, offering everything from clothing to accessories, fragrances, and cosmetics.

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📸  Capturing attention

Bench had a knack for creating buzz-worthy campaigns.

They’ve delivered iconic and memorable campaigns that became a part of Filipino pop culture. These include 'Sculler' in 1991, 'Saddle' TV commercials starring local celebrity Richard Gomez in 1993, and more.

But in 2014, the brand faced a major setback during “The Naked Truth” fashion show. What was meant to be a bold and edgy showcase turned into controversy.

Actor Coco Martin was pulling a woman on a leash. This sparked outrage online and drew criticism from government officials.

The Philippine Commission on Women criticized the show for how they showcased male and female models.

The backlash forced Bench to issue a public apology and take a hard look at their approach to marketing and branding.

Then Bench came back with the 'All Kinds of Love' campaign in 2015.

This time, the brand shifted its focus to celebrating love in all its forms, promoting inclusivity and acceptance. The campaign featured LGBTQ+ couples in billboards, boldly embracing diversity.

But then they were censored, and their hands were painted over to hide affection.

The public helped fight back with the viral hashtag #PaintTheirHandsBack.

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🏃‍♂️ Elevating style with comfort

A few years later, Bench noticed a growing demand for stylish and affordable fitness wear.

So, they launched Bench Active under the Bench brand. They set themselves apart by using advanced materials. These offered better comfort, support, and breathability than standard spandex.

Bench Active wasn't just about gym wear—it was designed for life on the go. They embraced the athleisure trend and it was all about versatility.

A sports bra and leggings could easily transform into a party look with a denim jacket and heeled boots. Gym shorts and a tee under an army green jacket offered a sharp, minimalist vibe.

The tailored fits and functional freedom made sure wearers stayed comfortable and stylish, no matter where the day took them.

Bench Active also expanded its presence by opening five standalone stores in prime malls in Metro Manila and Clark, Pampanga.

Their flagship store in Megamall, with its eye-catching LED display and wellness-themed design, won Store Design of the Year (Large) at the 2023 Retail Asia Awards.

The store's sales in 2022 were 113% higher than in 2019.

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🇵🇭 Staying true to Filipino roots

What started as a single shop in Makati turned into a retail empire. They have over 600 stores in the Philippines and a few international outlets in the U.S., Middle East, and China.

They even hit the runway at New York and Tokyo Fashion Weeks, proving Filipino brands can shine on the global stage!

Bench also teamed up with K-pop and K-drama stars like Park Shin Hye, K-pop group Twice, and Lee Min Ho. These partnerships kept the brand fresh and expanded their appeal worldwide.

But no matter how big it got, Bench stayed true to their Filipino roots.

One of their most meaningful projects is Ternocon, an event held in partnership with the Cultural Center of the Philippines.

Ternocon is an event where designers create fresh takes on classic styles such as the Terno, the Philippine national dress. Through Ternocon, Bench showed how traditional clothing can evolve while keeping their cultural significance alive.

They’re also working on a book called A Terno Century, which will showcase the evolution of the Terno dress over the past 100 years with photos from museums and private collections.

Ben Chan’s motto, “Vision is the art of seeing the invisible,” wasn’t just a saying—it was his playbook.

Bench showed that a brand can grow internationally without losing its Filipino identity by taking risks, embracing innovation, and always looking ahead.