MANDALUYONG CITY, PHILIPPINES — I’M IN Philippines, the exclusive Philippine distributor of the Singapore-born intimate wear brand I’M IN, has officially opened its flagship store at Level 5, Main Mall, Shangri-La Plaza — marking the brand’s first physical retail presence in the country after three years of building its community online.
A Brand Built on a Simple Belief
I’M IN was founded on the premise that intimate wear should be made for the Asian woman’s body, not adapted to fit it. Where much of the industry has historically designed with a one-size-fits-most approach borrowed from Western sizing standards, I’M IN set out to close that gap — developing pieces rooted in real data, real fit, and real feedback from the women who wear them.
Not Just Another Label
Unlike brands that source from bulk suppliers and simply attach their own tag, I’M IN designs and produces to its own specifications, developed directly by founders Elfaine and Kingsley Tan in Singapore. Every piece goes through multiple rounds of iteration before it’s considered ready for the market — a process built on patented technology and continuous innovation, not shortcuts.
This is most evident in the brand’s hero product, the 5th Gen strapless bra — the only strapless bra in the market that is 100% non-slip and genuinely true to that claim, engineered to stay in place through a full day of wear. It’s a feature made possible by proprietary construction that most strapless designs on the market simply don’t have.
Even the fabric is part of the innovation: I’M IN’s signature Air-ee fabric is woven and patented in-house, prized for being exceptionally soft against the skin without compromising on structure or support.
Perhaps most notable of all: every I’M IN bra is wireless — including the styles built for maximum support. It’s a distinction that sets the brand apart in a category where underwire has long been treated as non-negotiable for support. I’M IN’s engineering proves otherwise, giving women the lift and structure they need without the wire dig, pinch, or discomfort that traditionally comes with it.
And despite the level of craftsmanship behind every piece, I’M IN remains competitively priced — offering quality well ahead of local alternatives, without the premium markup.
Why It Matters
It’s this combination of genuine innovation and accessibility that drew I’M IN Philippines co-founders Candy Gamos and Jean de Rama to bring the brand to the country. For them, it was about giving Filipinas an option they’d never really had: intimate wear that performs exactly as promised, no second-guessing required.
“No more worrying about a strapless bra falling down mid-day. No more compromising comfort for support, or support for comfort. Filipinas deserve intimate wear that just works — so they can stop thinking about what’s underneath, and focus on what makes them fierce,” share co-founders Candy Gamos and Jean de Rama.
From Online-Only to Flagship
I’M IN Philippines began as an online-only operation, steadily building a loyal following through word-of-mouth and community trust. The Shangri-La Plaza flagship store marks the next chapter of that growth: a physical space where customers can experience the brand’s Know Your Asian Size fitting philosophy firsthand, be introduced to new and exclusive in-store styles, and engage directly with a brand built specifically with them in mind.
Store Details
The I’M IN Philippines flagship store is located at Level 5, Main Mall, Shangri-La Plaza, near Converse and Shoe Salon, beside Tweed n’ Linen. To celebrate the launch, the brand is offering 15% off storewide, including new-release bodysuits, from now until August 31.
Looking Ahead
As I’M IN Philippines continues to grow its retail footprint, the brand remains anchored to its founding mission: intimate wear designed with intention, for every Asian woman, at every stage of her self-love journey.