By Joy Agoylo
With a new SGAMO and Jarreau Vandal collaboration and a three-part collection, OXGN looks to Davao’s budots roots while pushing Filipino street style into a wider conversation.
Before it became a sound heard beyond the Philippines, budots grew out of Davao’s local party scene. It was made for dancing, shared through communities, and shaped by the people who kept the music moving. Now, OXGN brings that history into its latest campaign, THE FINAL ROUND, pairing budots with hip-hop and contemporary streetwear.
At the center of the campaign is a new budots-meets-hip-hop track created with international DJs SGAMO and Jarreau Vandal, paying tribute to budots pioneer DJ Love and the sound’s Davao roots. The track sets the pace for a performance-driven campaign film, where music and movement introduce the collection.
It is a natural direction for OXGN, a brand closely tied to music and street culture. For THE FINAL ROUND, the sound leads, with the clothes following.
From Davao to Streetwear
By working with SGAMO and Jarreau Vandal, OXGN brings budots into a wider hip-hop and electronic context while keeping its Filipino roots in view. The campaign is built around a simple idea: local culture can travel without losing what makes it local.
The campaign’s banner puts it plainly: “Local Sound. Global Recognition. Streetwear Expression.“
For OXGN Brand Director Cathleen Cotioco, that balance was central to the collection.
“We wanted to show that Filipino streetwear can stand confidently beside global style movements while still staying close to the people it was made for.”
That idea carries into the clothes, which take inspiration from Amekaji (????), Japan’s interpretation of American casualwear, and filter it through OXGN’s local perspective.
Three Drops, One Collection
THE FINAL ROUND unfolds through three collection drops in August, September, and October, with pieces designed for the modern urbanite and influenced by street culture, music, and grassroots communities.
Amekaji comes through in relaxed silhouettes, camo prints, textured fabrics, and references to vintage Western workwear and military dressing. The pieces span both the men’s and women’s lines, bringing a familiar streetwear attitude into a more considered wardrobe.
Prices start at PHP 899, keeping the collection within reach of the young Filipino audience OXGN has long designed for.
The Final Round
With the campaign rolling out across social media and the remaining collection drops arriving in September and October, THE FINAL ROUND gives OXGN a chance to put Filipino sound and streetwear in the same frame.
Budots may have started in Davao, but its story has never stayed in one place. With music, fashion, and the communities behind both at the heart of the campaign, OXGN is taking the sound somewhere new, without forgetting where it started.
All photos courtesy of OXGN
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