Photo courtesy of Nostalgia
Through Nostalgia, best friends Yo-Eco and Lee created a clothing line that fuses culture, style, and a passion for storytelling in every piece
In January of this year, on a journey spanning over 30 hours to the remote village of Buscalan, Nostalgia founders Jaden Yo-Eco and Humbert Lee, along with videographer Miguel Mallari and collaborator RJ Suave, met Apo Whang-Od. What began as a seemingly impossible plan in December 2023 led the group on an unexpected detour to the mambabatok‘s home, adding a three-hour trek after they found out she wasn’t in Buscalan when they arrived.
The 107-year-old and Vogue Philippines April 2023 cover star, almost always in a graphic tee and a jacket, traded her long-sleeved parka for a reimagined Barong Tagalog made out of cream paisley lace.
For Yo-Eco and Lee, the trip wasn’t just about showcasing their always soldout piece, it was, in their words, about “immersing ourselves in culture, fostering deeper connections, and collaborating as a team.” That same spirit of connection is also how Nostalgia began. Based in San Francisco, the brand grew out of a deep friendship between its founders, who first crossed paths in high school and later combined their passions.
For Jaden it was fashion and for Humbert, it was business. “We decided to combine our skills,” recalls Lee. “It’s been an incredible journey ever since. We’ve learned a lot together and continue to grow the brand into what it is today.”
Nostalgia’s ethos revolves around celebrating Filipino culture while reimagining it for contemporary audiences. “We connect garments to personal narratives,” Yo-Eco explains. Their pieces pay homage to tradition, like the barong-inspired button-up, while challenging stereotypes about Filipino identity, particularly for those in the diaspora.
From their first collection launch, Nostalgia’s pieces span eras, evoking memories of the 20th century’s defining fashion moments. After all, it’s the past that fuels Yo-Eco’s creativity. The gradient fuzzy cardigan, with its cozy texture, pays homage to the grunge era, while mohair vests and paisley prints harken back to the eclectic patterns of the 70s and the intricate patterns of the paisley lace jacket, recall Victorian, Indian, and Persian influences reinterpreted for today’s streetwear.
Their set of crochet jerseys, in cream and black, evoke the rise of hip-hop streetwear in the late 80s and 90s, celebrating a time when jerseys became a symbol of urban culture. Meanwhile, corduroy carpenter jeans are a nod to the rugged practicality and effortless style that defined the same period. These pieces, down to their accessories, have also been worn by musicians and rappers such as Kehlani, YG, Blxst, and Toosii, further connecting Nostalgia’s pieces to music and culture.
On roadblocks and seeing the bigger picture
Building their now-five-year-old clothing line hasn’t been without its challenges. For Yo-Eco, the key was staying true to his creative vision. “It would’ve been easy to just slap our logo on a shirt, but I wanted more,” he reflects.
Lee, meanwhile, faced financial hurdles, with early missteps leading to significant losses. He saw these setbacks as learning experiences. “Every mistake was a stepping stone,” he shares. “It’s about resilience and adapting each time you try again.”
Yo-Eco echoes this sentiment, emphasizing how challenges became opportunities to grow. “I’ve learned not to let setbacks discourage me but to use them as moments to rethink, re-strategize, and find new ways forward,” he says.
These experiences also shaped their perspective on the industry. “The future of fashion is shifting as smaller, independent brands rise alongside giants,” Yo-Eco notes, emphasizing the importance of authenticity. “Brands that stay true to their roots and connect genuinely with people stand out.”
In their early days, Lee drove hours from Daly City to San Jose City and back to pick up shirts for Yo-Eco to sell from his car’s trunk, a humble start fueled by determination. Now, they hope their story inspires others to pursue their passions fearlessly. “While failure is okay, not trying is the real missed opportunity,” Yo-Eco shares. Lee adds, “Our story shows that anyone can succeed with the right mindset, determination, and the willingness to learn from failure.”
For more information, visit Nostalgia’s official website. Follow them on Instagram.
