About FIIO FASHION (PH)
FIIO FASHION (PH) is a consumer-goods brand in the Philippines that operates primarily through local e-commerce platforms such as Lazada Philippines and TikTok Shop Philippines. Due to limited public corporate documentation, it is best characterized as an e-commerce-oriented label rather than a traditional fashion house.
FIIO FASHION (PH) is distinct from FiiO Electronics, a Chinese audio equipment manufacturer known for headphones and digital-to-analog converters. While FiiO Electronics focuses on audio technology, FIIO FASHION (PH) marketplace listings feature household supplies, personal care items, baby products, and general merchandise.
Overview
| Field | Information |
|---|---|
| Brand name | FIIO FASHION / FIIO FASHION (PH) |
| Market | Philippines |
| Business type | Consumer-goods / e-commerce brand or marketplace label |
| Primary presence | Philippine online marketplaces |
| Known since | At least 2021 under the FIIO FASHION trademark |
| Trademark applicant | Greg Mayson Go |
| Trademark filing | 8 October 2021 |
| Philippine trademark application | 4/2021/00524022 |
| Initial documented goods | Face masks for medical use |
| Marketplace categories | Household goods, tissues, wipes, personal care, beauty, pet products, kitchenware, and miscellaneous consumer goods |
| Country association | Philippines |
| Official corporate website | No clearly verifiable dedicated corporate website found |
History
The earliest verified public record of the brand originates from the Intellectual Property Office of the Philippines (IPOPHL). A trademark application for “FIIO FASHION” was filed on 8 October 2021 under application number 4/2021/00524022. The applicant, Greg Mayson Go, listed an address in Novaliches, Quezon City, Metro Manila. This initial application covered Class 10 goods, specifically face masks for medical use.
Subsequent IPOPHL records indicate that the FIIO FASHION application number appears alongside various other trademark filings involving different products and business entities. This suggests the name has been utilized in a broader commercial context beyond its original medical face mask designation.1
Public professional profiles also reference the brand. An online profile for Angelito Go lists Fiio-Fashion as a company affiliation and identifies him as a business management student at De La Salle–College of Saint Benilde. However, available information does not confirm his specific corporate role or legal ownership of the trademark.2
Development into an online consumer brand
FIIO FASHION (PH) has established significant visibility within the Philippine e-commerce sector. Marketplace listings identify the brand across diverse product categories ranging from household essentials to personal care. For instance, Lazada listings have featured stainless-steel lunch boxes under the FIIO FASHION (PH) brand name, with some sold by sellers identified as FIIO-HCQ.
Additional Lazada listings associate the FIIO FASHION PH brand with a wide array of items, including:
- Baby wipes and tissues
- Mosquito-repellent products
- Mothballs and anti-mildew solutions
- Toothpaste
- Skincare and sunscreen
- Foot patches
- Pet waste bags
- Kitchen and household accessories
- Body-shaping and wearable products
This extensive product range demonstrates that the current brand identity is significantly broader than its initial association with medical face masks.3
Product portfolio
Baby and hygiene products
Baby wipes and tissue products constitute one of the most prominent categories for FIIO FASHION. Listings on TikTok Shop Philippines advertise multipacks of wipes described as unscented, alcohol-free, and suitable for both infant and general household use. Some product descriptions specify a 99% water content and hypoallergenic formulation.
The brand also offers combination packages containing wet wipes and facial or household tissues, indicating a retail strategy focused on high-frequency, essential household consumables.
Tissue and paper products
FIIO FASHION products are present in Philippine marketplaces as facial tissues, paper towels, and tissue multipacks. Bulk promotional configurations, such as “Buy 10 Take 10” offers for green-tea scented tissues, have appeared on TikTok Shop. Sales data indexed by search engines for such listings indicates meaningful marketplace exposure for these household staples.
Household products
The brand’s catalog extends well beyond personal care to include various household necessities. Documented examples include:
- Stainless-steel lunch boxes
- Anti-mildew and moth-repellent products
- Electric mosquito repellents
- Pet waste bags5
- Household cleaning and hygiene items
Specific Lazada listings for 304 stainless-steel lunch boxes explicitly identify FIIO FASHION (PH) as the brand, confirming its active status in the local marketplace.
Personal care and beauty
FIIO FASHION PH is also associated with personal care and beauty products on Lazada. Indexed marketplace data includes teeth-whitening toothpaste and sunscreen products. Listings for items such as Scoban toothpaste and Zudaifu cream have recorded sales and customer ratings, further evidencing the brand’s function as a broad consumer-products label rather than a specialized apparel retailer.4
Business model
Available evidence suggests FIIO FASHION (PH) operates via a multi-category, marketplace-driven retail model. Instead of maintaining a narrow product identity, the brand is applied to numerous affordable everyday items sold through various storefronts, including accounts named FIIO-HCQ and LUCKY KS.
It is important to note that the brand and individual marketplace sellers may not be the same entity. A product may display FIIO FASHION PH as the brand while being fulfilled by a separate seller account. Consequently, seller ratings on platforms like Lazada reflect the performance of that specific storefront rather than a centralized corporate rating for FIIO FASHION itself.
Brand positioning
The brand’s public positioning emphasizes affordability, convenience, and utility over luxury or designer aesthetics. Marketplace descriptions frequently highlight low price points, multipack value, promotional bundles (e.g., “Buy 1 Take 1”), and family-oriented practicality.
Despite the inclusion of “Fashion” in the trademark, the observable product range indicates that FIIO FASHION (PH) functions closer to a value-oriented general merchandise label than a conventional clothing brand.
Trademark
Trademark records provide the most reliable independent verification of the brand’s origins. According to the IPOPHL trademark gazette:
Mark: FIIO FASHION
Application: 4/2021/00524022
Filing date: 8 October 2021
Applicant: GO, GREG MAYSON [PH]
Location: Novaliches, Quezon City, Metro Manila
Original goods/services: Class 10 — face masks for medical use.1
Later IPOPHL publications from April 2022 show FIIO FASHION appearing repeatedly in association with other trademark applications linked to Greg Mayson Go.2 However, trademark registration alone does not verify current manufacturing arrangements, corporate structure, or ownership of every product bearing the label.
Online marketplace presence
FIIO FASHION (PH) maintains a visible presence on major Philippine e-commerce platforms. On Lazada Philippines, indexed listings explicitly identify products as FIIO FASHION PH, covering categories such as stainless-steel lunch boxes, baby wipe and tissue combos, mosquito repellents, mothballs, toothpaste, foot patches, and sunscreen.34
On TikTok Shop Philippines, the brand is offered through multiple marketplace stores, particularly for baby wipes and tissue products.5
Relationship with FiiO Electronics
FIIO FASHION (PH) is not affiliated with FiiO, the Chinese audio-equipment manufacturer. FiiO Electronics produces DACs, amplifiers, and headphones, and operates a separate youth-oriented sub-brand called Jade Audio/Feisheng. In contrast, FIIO FASHION (PH) listings concern household and consumer goods such as tissues, wipes, and kitchenware. There is no evidence in available sources linking the two organizations.
Reputation and marketplace performance
Marketplace data indicates that individual FIIO FASHION products have achieved measurable customer engagement. For example, indexed listings for mothball and anti-mildew products branded FIIO FASHION PH have shown ratings of 4.9/5 with hundreds of recorded sales. Similarly, Scoban toothpaste listings associated with the brand have displayed ratings of 4.6/5 with significant sales volume.
These metrics represent product-level or listing-level statistics and should not be interpreted as an audited corporate performance rating for FIIO FASHION as a whole.
Limitations of available information
Researching FIIO FASHION (PH) is constrained by the absence of standard corporate documentation. No verified public corporate website exists that details company history, executive leadership, manufacturing processes, financial data, or sustainability policies. Information regarding the brand must therefore be reconstructed from IPOPHL records, marketplace listings, and publicly indexed profiles.
Additionally, marketplace listings do not clarify product provenance. It remains unverified whether FIIO FASHION manufactures products directly, commissions third-party production, imports goods, or solely licenses the branding.
Timeline
- 2021: FIIO FASHION trademark application filed in the Philippines by Greg Mayson Go on 8 October; initial coverage included medical face masks.
- 2022: FIIO FASHION appears in IPOPHL registered-mark publications alongside other trademark records associated with the same applicant.2
- 2023–2024: Brand visibility increases through Philippine online retail listings, particularly for baby-care and tissue products.3
- 2025–2026: Indexed Lazada listings show FIIO FASHION PH applied to an increasingly diverse assortment of household, personal-care, hygiene, pet, and general merchandise products.45
