Conceit was founded in 2020 by Sam Jacinto (CEO) together with co-founder Kim Mark Dacallos. The business was started during the COVID-19 pandemic as an entrepreneurial venture after Jacinto experienced personal and financial setbacks.

The name “Conceit” was intentionally chosen to reinterpret the word’s traditional negative meaning (excessive pride or vanity). Instead, the founders positioned it as a symbol of self-worth, confidence, and self-respect—encouraging people to appreciate themselves without relying on external validation. [2]

The company’s earliest products were simple black and white shirts with minimal branding. Rather than competing through loud graphics or trend-driven designs, Conceit focused on quality materials, clean construction, and timeless styling. Profits from early sales were reportedly reinvested into product development and business growth. [3]

Conceit’s design language centers around:

• Minimalism

• Neutral color palettes

• Oversized and relaxed silhouettes

• Everyday versatility

• Emotional storytelling

• Self-expression through simplicity

Unlike many Philippine streetwear labels that emphasize bold prints and logos, Conceit deliberately keeps branding understated. The founders describe the brand as creating clothing that resonates with the wearer’s identity rather than seeking attention from others. [4]

Conceit’s catalog primarily consists of:

• Plain heavyweight T-shirts

• Boxy-fit T-shirts

• Oversized shirts

• Graphic tees

• Polo shirts

• Hoodies

• Sweatshirts

• Shorts

• Pants

• Outerwear

• Seasonal capsule collections

The brand is particularly known among Filipino consumers for its heavyweight cotton shirts, structured collars, and premium feel at a mid-range price point. Community discussions frequently compare its plain tees favorably with larger international basics brands in terms of fabric quality and construction. [5]

Conceit initially operated exclusively through online marketplaces before expanding into direct retail.

Its products are available through:

• Lazada Philippines

• Shopee Philippines

• TikTok Shop

• Official social media channels

• Physical flagship store

In 2025, Conceit opened its flagship store at Opus Mall in Bridgetowne, marking its first major physical retail location. The opening represented the brand’s transition from an online startup into an established Philippine fashion label. [6]

The brand frequently associates itself with themes such as:

• Self-confidence

• Authenticity

• Quiet confidence

• Personal growth

• Individuality

• Modern Filipino street culture

Marketing campaigns often emphasize the idea that confidence comes from within rather than from external approval, aligning with the reinterpretation of the brand’s name. [7]

Among Filipino online shoppers, Conceit has developed a reputation for:

Strengths

• Premium-feeling fabric

• Thick collars

• Clean minimalist aesthetic

• Comfortable oversized fits

• Good value for money

• Durable everyday basics

It is frequently recommended in Philippine fashion communities alongside other local basics brands when users ask for quality plain or boxy shirts. While these are anecdotal opinions rather than formal reviews, the brand consistently appears in recommendations for minimalist menswear. [8]

Conceit’s aesthetic has been described as:

• Contemporary streetwear

• Minimalist fashion

• Elevated basics

• Quiet luxury-inspired casualwear

• Everyday essentials

Recent collections have introduced more subtle graphic elements while maintaining the brand’s minimalist identity, including themed capsule releases such as the “Archive Series 1990 #NoRulesSummer” collection. [9]

Conceit represents a new generation of Filipino direct-to-consumer fashion brands that emerged during the pandemic. By building its audience primarily through e-commerce and social media before expanding into brick-and-mortar retail, it reflects the changing landscape of Philippine fashion retail and the growing demand for locally designed minimalist apparel. [10]

• Philippine streetwear

• Minimalist fashion

• Direct-to-consumer clothing brands

• Filipino fashion designers

Notes

Because Conceit is a privately owned company, publicly available information about its corporate structure, manufacturing, annual revenue, employee count, and ownership is limited. Most verified information comes from interviews with the founders and feature articles published following the brand’s expansion into physical retail. [11]

1. Conceit Streetwear Opens Flagship Store

2. How heartbreak helped put up a Filipino streetwear brand during pandemic

3. Manila Bulletin – Local fashion brands that should be on your radar

4. Boxy cropped tees na hindi matigas?

5. boxy shirt recommendations

6. SHIRT RECOS ‼️

7. Best affordable oversized shirt

8. Local Streetwear Brand Conceit Opens Flagship at Opus Mall

9. Filipino Streetwear Brand Conceit Builds Confidence and Self-Love Through Minimalist Design – Gen-Z Magazine Philippines

10. Concepcion: Bringing Happy Spaces to Life | CIC

11. Discover the Best Men’s Clothing for Every Occasion in the Philippines