Globe Business, Felipe & Sons blend heritage grooming with digital resilience

As heritage-driven brands increasingly turn to digital infrastructure to remain competitive, Filipino “barberdashery” brand Felipe & Sons has partnered with Globe Business to strengthen customer experience through reliable connectivity and modern digital solutions.

According to Globe Business, its connectivity and collaboration tools now serve as the digital backbone supporting coordination across Felipe & Sons’ branches, enabling the business to maintain operational efficiency while scaling its services.

The move comes as the Philippine men’s grooming market surpasses 16 billion pesos (US$264 million) and continues to grow at nearly 6% annually.

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For Felipe & Sons, whose concept combines barbering and tailoring under one roof, the partnership is designed to ensure smoother operations while preserving the personalised experience that defines the brand.

Founded in 2013 by Paulo Canivel, Felipe & Sons was built around the idea of reviving what the company describes as the “Manila Swagger” – a quiet confidence inspired by turn-of-the-century Manileños. The brand’s name itself reflects that vision, with “Felipe” symbolising the Philippines and the “sons” representing Filipinos striving to make the country proud.

“We wanted something grounded in our culture and tradition,” Canivel said.

What began as a single shop has since evolved into a lifestyle destination where customers can receive traditional grooming services alongside tailored menswear. Yet despite its heritage positioning, Canivel said the company has always maintained a pragmatic approach to business operations and growth.

The company said digital integration has become increasingly important in preserving its customer-centric experience while adapting to changing consumer behaviours and operational demands.

“Digital tools have given us the ability to stay connected with every client and every part of our operations,” Canivel said. “This helps us preserve the personal experience while expanding our reach. Globe Business has made that possible, allowing us to keep tradition alive in a modern, digital world.”

The partnership also highlights how telecommunications providers are positioning themselves beyond connectivity, increasingly framing their role as long-term growth enablers for SMEs navigating digital transformation.

For Globe Business, the Felipe & Sons collaboration also underscores how technology can support legacy-driven brands without diluting their core identity.

“We’re proud to support SMEs like Felipe & Sons in carrying Filipino tradition into the modern age,” said KD Dizon, head of Globe Business. “Our solutions are designed to support the scalable transformation of our customers, empowering them to move fast and grow intelligently. By bridging artisanal craftsmanship with seamless customer experience, we ensure these businesses remain at the forefront of a rapidly evolving digital economy.”

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