New York. Melting pot. The site of world class business centers, top education, famous entertainment and evolving style. Imagine making a mark in that busy and fast-paced city. A feat indeed.

Such is the case for Ramon Felix “Rafe” Totengco, a Filipino fashion accessories designer who has made big waves in the industry when he established his self-named shop in the Big Apple.

Artist-at-work: Rafe is credited for making the “bakya” a fashion statement in New York

Rafe’s Beginnings
Rafe (ra-fee) is a recipient of the Ten Outstanding Young Men Award – the first for the fashion industry. He did not realize that his work would have a positive effect on a younger generation of Philippine designers and business owners. He is flattered that his efforts are recognized outside the country.

A lot of the articles written about Rafe talks about his leaving home to pursue the “American Dream.” Asked if he wanted to establish himself as a successful fashion and accessories designer with the likes of Donna Karan and Calvin Klein, he candidly answers, “Absolutely! I’ve dreamed of this life since I was in sixth grade, reading my first issue of Vogue.”

Rafe left the Philippines and his ready-to-wear clothing business in 1990 bound for New York, believing that his destiny lay in the Big Apple. With his partner David, Rafe sold belts in Soho and soon after started a small handbag collection.

“The most important lesson I’ve learned is that as a business that is starting out small, you must have a structure to support your dreams. By structure I mean sales, shipping, warehousing, billing and collections, accounting, public relations, and marketing. Otherwise, you’ll just be toiling away for nothing,” he recounts.

Rafe’s Designs
Rafe’s bags do not have a specific point of view other than being chic, well-made and well-designed. His products are made of the finest materials and guaranteed to give the owner compliments. Whether it be leather or suede, plain or striped, monochrome or multicolored, Rafe’s bags also display its practical and versatile aspects for all types of women, making it a classic fashion statement. Looking at the bags, one can sense and feel the workman’s personal touch. Even if certain bags are alike, each maintains its own individuality.

It is no wonder that personalities like Sandra Bullock, Cameron Diaz, and Alexandra Von Furstenburg patronize his products. Rafe feels great, seeing all these personalities carry his bags. “But I don’t dwell on this too much,” he adds. “I won’t deny that I’m thrilled when I see the pictures but I move on pretty quickly,” he adds.
But finding out that President Gloria Macapagal-Arroyo carries his bags, especially on out-of-country visits, elicits a different reaction from Rafe. “Wow! That is amazing and I’m totally flattered. I wish I could get a picture of her sporting it. That would be front page of my press book!”

More known to design for women, Rafe recently opened a line for men’s bags and accessories. “Designing for men is a little easier because I am my customer,” he says. Having said that, it is also hard to sell to this group. But this is slowly changing as more men are starting to be more fashion conscious and want to look as good with it like their female counterparts.”

MIX Boutique in Greenbelt 3 is the only store exclusively distributing Rafe’s bags here in the Philippines. Rafe says he has been approached by other local outlets in the past, but nothing has materialized out of them. “Ricco and Tina Ocampo of MIX make a great team. They know who their customers are, they’re in touch with the trends, they travel constantly to see new ideas and they’re amazing at public relations,” Rafe adds. Rafe’s bags are promoted so well, there’s hardly any left in the store because they have already been pre-sold.

Rafe’s success in New York is proof that Filipinos can make it anywhere in accomplishing goals they have set for themselves. Similar to his creations, versatility and practicability are tools for the crowd to notice and appreciate. Rafe and his craft have managed to further define the meaning of style and classic fashion.