Binibini New York is a love letter to women who carry their lives in bags
From people-watching to purposeful brand: The tale of Binibini New York (so far) | Photos courtesy of Ely Mata
With how the internet works today, it has become easier to feel that even the most specific, personal moment is experienced by the rest of the world—and there are actually new terms that describe them. One of the most frequent ones I encounter on many reshared Facebook posts and 30-second Reels is “sonder.”
Based on the Dictionary of Obscure Sorrows, “sonder” is defined as the realization that “each random passerby is living a life as vivid and complex as your own,” and people usually experience this during the seemingly mundane but interesting act of people-watching.
From people-watching to purposeful brand
Intentionally or not, keeping an eye on strangers also paves the way for unexpected creative inspiration, as there’s nothing more exciting than being clueless about what exactly is going on in another person’s POV. This was the same thing for Binibini New York founder Ely Mata, only leveled up—a brand was brewing from perceiving people from a distance.
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“I enjoy observing people, whether it’s in the subway or while walking around the city. I always notice the little details people do,” the New York City-based CEO told Inquirer.net USA in an exclusive chat.
“For example, I have a colleague who walks from her apartment in Columbus Circle to our office on 45th Street. I often see her pulling out a spare pair of shoes from a plastic bag.”
Ely Mata visiting the shop
“Another colleague I observed has a stash of three pairs of shoes under her desk. Even in the lobby, I saw a woman smoothly switching from her running shoes to a pair of elegant heels while talking to the doorman; she’s probably there for an interview. These ordinary moments became lightbulb moments for me. It was as if the universe was saying, ‘Create something that meets all their needs.’”
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Girlhood in a bag
Diving into the brand’s ethos made me recall funny TikToks that show girls’ peculiar “skill” of carrying literally their whole lives in their hands. Three water bottles? Keys? A phone connected to a power bank? A girl can even walk from point A to point B and back while bringing all these.
“Haha, yeah, I think I wrote a blog about this in BINIBINI magazine. I talked about women being the ultimate marsupial,” Mata quipped.
This stream of observations sparked the idea of the TOTE-ALL™ bag, which is currently at the front seat of the brand’s offerings. Mata picked up these scenes starring women she knew or saw around her.
The TOTE-ALL™ in nylon with a woven pouch
With variations of nylon, cream, cherry, and the classic black, the flagship product boasts spacious structure, sleek details, and multiple pockets—housing both large and fragile items essential to everyday use.
According to Mata, the TOTE-ALL™ is the go-to for anyone who prioritizes both elegance and functionality; neither purpose should trail behind.
Ely Mata in Manila, carrying the TOTE-ALL™ in cherry
“I decided to focus on functionality without compromising style because my goal is to provide women with more options beyond carrying a backpack,” she said.
After all, Binibini New York is a love letter to the on-the-go woman—from commuters to mothers, and basically “anyone who needs to carry their essentials in style and comfort.”
An example of the TOTE-ALL™ in black
The birth of Binibini New York
The accessories brand, which Mata has been cultivating with her sister Coco, came into existence in 2019, ready to answer people’s needs in style.
“As for the name ‘Binibini,’ credit goes to my sister Coco. It’s a Tagalog term in the Philippines used to politely refer to a young lady or a woman. I thought it was a fitting choice, paying homage to my Filipino heritage,” she shared.
Coco (L) and Ely (R) at the Pagsibol Gala 2023
While other people would elude working with friends in serious business matters—or collaborating with family, even—Mata found their sibling relationship a wielder of the brand’s power.
“I absolutely love working with my sister. I started the business, and Coco, our marketing whiz, has been a total rockstar in making it a success. Even though our educational paths took different turns, it’s crazy how well we balance each other out with our unique strengths.”
She further described their duo as “dynamic,” where bouncing off ideas is a default activity. “I trust her dedication to Binibini as much as I trust myself to remember my morning coffee.”
Ely (L) and Coco (R) at New York Fashion Week
Nonetheless, the businesswoman didn’t shy away from mentioning that some disagreements happen occasionally, but they fix them fast. “We’re family,” she stressed. “Those little tiffs usually come from friendly professional competition, pushing us to step up our game. Working with family throws us some curveballs, but the rewards are massive. There’s just something so satisfying about teaming up with someone you know you can always count on.”
The Binibini New York creative process
For Binibini New York’s collection, how does evolution happen?
The idea originates from Mata. Then, she and her sister—who have different perspectives in their arsenal—do a viability test on the product’s design, later on whipping up an interesting result. “If we decide to move forward, my team and I [would] collaborate with the manufacturer to put the idea on paper. This involves creating samples, sourcing the right materials, testing, and, finally, production,” the founder recounted.
A peek into the quality-checking process
“Discussing sustainability in fashion can be tricky. I believe it extends beyond the choice of materials; we also need to consider how we produce things,” Mata told me when I mentioned the Gertrude, their resident bamboo bag-slash-hand-woven envelope clutch.
“We’re all about creating fewer items but ensuring they are of higher quality. We collaborate with small workshops worldwide that align with those values. In our latest collaboration, we have incorporated the use of discarded textiles into our creations.”
A handwritten note for a loyal customer
Apart from the Gertrude, Mata would also recommend the Claudette, should a first-time customer explore their roster. The dominantly satin piece, for her, can elevate any outfit, bursting with sophistication and feminine energy.
Of course, the TOTE-ALL™ still sits on top of the list if anyone plans to have a getting to know session with Binibini New York. Behind its polished look, though, are patience and dedication.
Mata revealed: “The very first TOTE-ALL™ leather tote took us two years to complete. The initial sample didn’t work out; it simply wasn’t what I had in mind. Consequently, we had to go back to the drawing board to tweak the design to what it is today.”
Even the nylon variant, the latest addition to the lineup, took her team more than a year before it was ready for the market.
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While it experienced an unpredictable past, Binibini New York’s future looks promising with Mata’s vision: More durable, functional, and stylish products in the collection, plus a discovery of fresh materials, collaborations, and concepts. “To establish our flagship store here in New York City and perhaps even in Asia, making our products more accessible to the market,” she added.
A window display in Soho, New York
A personal touch
“Oh, tricky question.”
This is what Mata said when I probed into her favorite thing about TOTE-ALL™, which has recently been officially granted a patent by the USPTO (United States Patent and Trademark Office). “I designed the bag for myself, so I am biased. I want to say everything about it is my favorite,” she confessed.
But if it boils down to only one, it would be its interior key strap.
Her rationale is a personal anecdote: “I don’t enjoy fumbling around for my apartment keys, especially when I’ve already had a long day. One time, I was coming home from a very long international flight. I was standing in front of my apartment at midnight, unable to find my keys. I was so tired; I wanted to cry.”
“I had to pour my entire bag out to find my keys. When I designed TOTE-ALL™, I wanted to make sure there is a long key strap that I can easily access,” she explained.
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After all, apart from dissecting the experiences of always-moving women around her, Binibini New York holds a full-circle tale. The brand was born to pacify the founder’s own bag-related dilemmas, starting with the time she was in the corporate events’ territory.
“I initially designed TOTE-ALL™ to solve my own problem, then I soon realized that I probably wasn’t the only one facing this challenge,” she recounted. “I was constantly on the move and I struggled to find a practical tote that could keep up with my busy schedule. The ones I tried just didn’t cut it—too bulky, too disorganized. I needed something that could seamlessly transition from travel to work without a fuss.”
Ely and Coco at the Anthropologie pop-up
Continuing the full-circle tale
“My love for bags goes way back to when I was a kid. Whenever I’m out and about, I can’t help but check out the different bags people are carrying. I kind of make up stories about where they might be heading or what they do, based on their bags,” Mata reminisced.
“For me, bags are more than just accessories that show off someone’s style or personality; they’re way beyond that. They serve a practical purpose, unlike many accessories.”
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Ultimately, the word Binibini means “unique” for Mata. How apt it is that this goes the same with what the bags intend to carry—distinct lives of women on the bus, at the restaurant, in the crowded street, and anywhere else, represented by tangible items that help them survive the day.
