0917 Lifestyle is a Filipino lifestyle and retail brand operated by Globe Telecom. Originating from the 0917 mobile prefix, it has evolved into a standalone consumer brand centered on fashion, technology, pop culture, fandom, and self-expression. Rather than functioning solely as telecommunications merchandise, 0917 Lifestyle positions the 0917 identity as an element of everyday life expressed through apparel, accessories, gadgets, and licensed collaborations. Globe describes it as its urban lifestyle brand, with products designed to connect customers to their interests and passions.

Origins

The 0917 name originally referred to Globe’s mobile prefix. Over time, the number became strongly associated with Globe subscribers and eventually acquired cultural meaning beyond telecommunications. Globe began transforming this identity into a lifestyle proposition in the mid-2010s. Historical accounts identify the launch of an exclusive Star Wars collection as a pivotal step in shifting 0917 from a mere telecommunications identifier to a lifestyle brand, featuring apparel and accessories such as phone cases and power banks 1. This initiative was part of a broader strategy to participate in customers’ digital and entertainment lifestyles rather than limiting relationships to connectivity alone.

Development as a lifestyle brand

0917 subsequently evolved into a brand focused on the intersection of fashion and technology. Its philosophy encourages people to pursue their passions, express their personalities, and maintain connections between their online and offline lives across music, travel, arts, entertainment, and contemporary urban culture. By the late 2010s and early 2020s, 0917 had moved beyond being primarily Globe-branded merchandise to operate as a recognizable retail and lifestyle proposition in its own right. For instance, Globe’s 2019 integrated reporting discussed plans to expand 0917 Lifestyle beyond Globe stores and the online shop by developing a flagship store, reflecting the company’s intention to build the brand as a broader fashion-and-technology business.

“0917” as a cultural identifier

The most distinctive feature of 0917 Lifestyle is its use of the 0917 number itself as a brand identity. Instead of treating the number merely as a telephone prefix, Globe turned it into a visual and cultural shorthand associated with Filipino digital culture, mobile connectivity, youth and urban culture, fashion, technology, fandom, entertainment, and personal identity. This transformation is significant because the brand essentially converted a telecommunications asset into a consumer lifestyle identity. In Globe’s description, 0917 came to represent more than connectivity; it became a way for customers to showcase their passions and fandom 3.

0917 Lifestyle’s catalog spans several interconnected categories.

Fashion

The fashion side includes products such as T-shirts, tops, jackets, hats, bags, totes, and other lifestyle apparel. Specific offerings have included the Framework Black Denim Jacket 12, Doc Z Long-Sleeve Pullover Hoodie 13, Future Raglan Shirt Gray Green 14, and the 0917 Homecoming Inline Classic T-Shirt 16. The clothing frequently incorporates the 0917 identity, contemporary graphics, pop-culture references, or collaboration-specific designs like the 0917 VOV 2.0 Mimaaaaaaaaw T-Shirt 9.

Technology and gadgets

Technology is one of the brand’s defining characteristics. Products have included power banks such as the Travel 4,500mAh Powerpack Mini 17, chargers, audio devices, speakers, true wireless earbuds like the Nothing Ear (Stick) 11, phone accessories including the 0917 TYPE Case for iPhone 13 15, gaming-related accessories, and wearables like the Huawei Band 6 Smartwatch 10. This combination of fashion and technology is central to the brand’s positioning.

Accessories

0917 also sells lifestyle accessories such as tote bags, sling bags, phone cases, caps, collectible accessories, and travel-oriented products. For example, the official 0917 store has offered an NCT Roll Call Tote Bag as part of its licensed NCT merchandise 2.

One of 0917 Lifestyle’s most important business strategies is its use of licensed collaborations. Instead of relying exclusively on the 0917 logo, the brand brings recognizable entertainment properties into its product ecosystem. Major collaborations include properties associated with Disney, Marvel, Star Wars, Sanrio, SM Entertainment, NCT, Red Velvet, EXO, SMTOWN, and SpongeBob. Globe describes 0917 as having worked with global icons including Disney, Marvel, Star Wars, SpongeBob, and SM Entertainment 3. This makes 0917 particularly relevant to collectors and fandom communities, as the products function both as ordinary lifestyle goods and as licensed merchandise.

K-pop has become a particularly visible component of 0917 Lifestyle’s strategy. The brand has partnered with SM Entertainment, producing officially approved merchandise connected with groups such as EXO, NCT, and Red Velvet. Globe described its Red Velvet collaboration as part of 0917’s mission of connecting people with their passions and engaging with subcultures, with items such as the Red Velvet The ReVe Festival Bucket Hat available through the brand 7. Other K-pop related releases include the 0917 EXO Don’t Fight The Feeling Planets Shirt 8.

The 0917 × NCT collection included apparel, bags, and other merchandise inspired by NCT’s Universe era, identified by the official site as an exclusive collaboration with SM Entertainment 2. This illustrates an important aspect of the brand: 0917 attempts to serve as a bridge between Filipino consumers and global fandom culture rather than simply selling branded clothing.

In 2025, 0917 Lifestyle expanded its collaboration strategy with a Sanrio collection incorporating characters including Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pompompurin, Gudetama, and Keroppi. The initial release included Hello Kitty apparel, followed by technology accessories such as a power bank, speaker, and true wireless earbuds. Globe described the collaboration as combining nostalgia, fashion, and functionality 3. The collection was distributed through the 0917 website, LazMall, ShopeeMall, and Globe Stores nationwide.

0917 Lifestyle operates through a combination of digital commerce and physical retail. Its products are sold through the 0917 online store, marketplace channels, and Globe’s physical retail network. Globe Stores have incorporated dedicated 0917 Lifestyle corners or showcases, allowing customers to see and purchase apparel and technology products alongside telecommunications offerings. The brand has also experimented with pop-up retail; in 2022, for example, 0917 opened a pop-up at Bonifacio High Street in Bonifacio Global City, positioning the store around fashion, technology, and digital lifestyle 6. This physical presence allows 0917 to function independently from the conventional image of a telecom operator.

0917 Lifestyle has experimented with sustainability-focused products, notably through a collaboration with Philippine social enterprise Revolve that produced a sustainable fashion line using recycled polyethylene terephthalate (rPET). The collection included a T-shirt made from 60% cotton and 40% recycled PET and a tote bag made entirely from recycled plastic. Globe stated that the shirt represented approximately four to six one-liter plastic bottles, while the tote represented approximately three one-liter bottles 45. The initiative connected 0917’s fashion business with Globe’s broader environmental sustainability programs.

0917 Lifestyle is best understood as a consumer lifestyle extension of Globe rather than an unrelated fashion company. Globe has pursued diversification beyond traditional telecommunications into fintech, e-commerce, digital services, and other consumer businesses, with corporate materials specifically identifying 0917 Lifestyle as part of its e-commerce and digital ecosystem. This gives 0917 an unusual position in the Philippine market as a lifestyle brand born from a telecommunications identity, explaining why its product portfolio naturally combines connectivity, technology, fashion, and entertainment.

0917 Lifestyle generally appeals to consumers interested in a combination of technology, fashion, entertainment, fandom, and self-expression. Its strongest audiences include Gen Z and younger millennials, digitally native consumers, Globe customers, streetwear and lifestyle consumers, gadget enthusiasts, K-pop fans, anime and pop-culture fans, collectors, and consumers interested in limited-edition merchandise. However, collaborations allow it to reach beyond the traditional Globe customer base; consumers may purchase an 0917 × Sanrio or 0917 × NCT product primarily because of the collaboration rather than because they are Globe subscribers.

0917 Lifestyle’s business model comprises five key elements:

Branded merchandise

0917-branded apparel and accessories reinforce the core identity.

Consumer technology

Gadgets and accessories extend the brand into the practical digital-lifestyle market.

Licensed merchandise

Collaborations provide access to established entertainment and fandom audiences.

Limited drops

Many collaboration products are positioned as special or limited releases, creating collector appeal.

Omnichannel retail

The brand combines its online presence with Globe Stores, marketplaces, and temporary physical retail experiences.

0917 Lifestyle can be summarized as “A Filipino urban lifestyle brand where technology, fashion, entertainment and personal passions meet.” It occupies a middle ground between several industries:

0917 Lifestyle is notable for not starting as a conventional fashion brand; its foundation was a telecommunications number. Globe effectively transformed 0917 from a mobile prefix into a brand identity, then a lifestyle brand, and finally a retail platform. This evolution allowed Globe to maintain a relationship with consumers even when the product being purchased was no longer a telecom service. A person wearing an 0917 shirt, carrying an 0917 tote bag, using an 0917 accessory, or buying an 0917 × NCT collectible interacts with the Globe ecosystem in a fundamentally different way from someone simply subscribing to a mobile plan.

As of 2026, 0917 Lifestyle is established as Globe’s lifestyle-commerce brand, with a portfolio spanning apparel, accessories, technology products, and licensed pop-culture merchandise. Its recent Sanrio collaboration demonstrates that the brand continues to use major intellectual properties to expand beyond telecommunications and appeal to fandom-driven consumers 3. 0917 also maintains a presence within Globe’s physical retail environment, with newer stores including dedicated 0917 Lifestyle areas for showcasing apparel and technology products. Globe’s official listings identify Facebook (@0917LifestylePH), Instagram (@0917), and TikTok (@0917lifestyle) as official 0917 Lifestyle social accounts.

1. UPSIZE PH | 0917 Lifestyle Launches New Products
2. 0917 NCT Roll Call Tote Bag | 0917 Lifestyle
3. 0917 Lifestyle is Rolling Out the 0917 Sanrio Collection
4. 0917 Lifestyle and Revolve Advocate Sustainable Fashion
5. Globe 0917 Lifestyle Launches First Ever Sustainability Line
6. 0917 Lifestyle offers new products and experiences for all the lives you live – Orange Magazine
7. Red Velvet The ReVe Festival Bucket Hat | 0917 Lifestyle
8. 0917 EXO Don’t Fight The Feeling Planets Shirt | 0917 Lifestyle
9. 0917 VOV 2.0 Mimaaaaaaaaw T-Shirt | 0917 Lifestyle
10. Buy Huawei Band 6 Smartwatch | 0917 Lifestyle – 0917Lifestyle
11. 0917 Nothing Ear (Stick) | 0917 Lifestyle
12. 0917 Framework | Black Denim Jacket | 0917 Lifestyle
13. Doc Z Long-Sleeve Pullover Hoodie | 0917 Lifestyle
14. Future Raglan Shirt Gray Green | 0917 Lifestyle
15. 0917 TYPE Case for iPhone 13 | 0917 Lifestyle
16. 0917 Homecoming Inline Classic T-Shirt | Timeless Tees
17. Travel 4,500mAh Powerpack Mini | 0917 Lifestyle