A Story of Grit and Passion In Cartimar’s Pasilios — Gino Lorenzo's King of Kings
If you’ve been a local in Manila for a while now, then the name Cartimar probably rings a bell or two.
From sunrise to sunset, this often-regarded “hole-in-the-wall” is home to hundreds of merchants, and a second home to thousands of many others each day. Regardless of where you may be in it, you’re bound to find something special in Cartimar and its atmosphere of hard bargains and its aged alleyways.
But, beyond poultry and pets, it’s also the home for one of Metro Manila’s rising brands: King of Kings.
The story of King of Kings and its founder, Gino Lorenzo, is what can be easily called an anomaly.
Defined by grit, Gino’s journey has long-established him as a dreamer who could make the seemingly-impossible nothing short of achievable, thanks to what he regards as pure hard work and perseverance. And there’s no doubt that the latter two have been as instrumental as they can be in his brand’s story so far
Photo from Gino Lorenzo’s Page
Before starting King of Kings, Gino’s roots extend to his days of selling shoes at Cartimar, going against dozens of other sellers deal after deal, day-in and day-out. For years, this trade was his bread and butter—not only helping him put food on the table and get by, but also deepening his connection to our local streetwear and fashion culture.
While his shoe selling business was growing, however, the pandemic struck; forcing Gino into a dilemma where he had no choice but to put it on hold and get back to the drawing board.
Eventually, it was at this point when he had the idea to start Kings of Kings.
One night in November, Gino was watching a movie where lead actor Denzel Washington mentioned the word “kings”. While most people would gloss over the moment and carry on with the rest of the movie, the brand founder saw it as his epiphany to move onto the next step of his journey…
And that was all it took to get the brand going.
Over three months, Gino worked tirelessly to bring his vision to life, collaborating with multiple sources and suppliers to find the right designs and pieces so he could put them together. Eventually, in February 2021, Kings of Kings launched its first collection—one whose influence extends today in the brand's pieces through distinct minimalist designs and playful hues.
Today, Kings of Kings is thriving exactly where it started—this time around, however, it enjoys a highly-respected position in our fast-growing scene where its loyal following grows in droves. Gino’s story, in particular, continues to unravel itself as he finds his rightful place as a leader, innovator, and source of inspiration to others in the streetwear game who learn more about his rise from being a scrappy, young shoe seller to a rising entrepreneur in the scene.
Recently, The Third World had the pleasure of sitting down with Gino Lorenzo to learn more about King of Kings and his journey as a brand owner. Here’s a quick recap of the most insightful bits from the conversation:
On King of Kings’ Origin
TTW: “What inspired you to start King of Kings, and how did the journey begin?”
Gino: “[It was just] an ordinary day—I was actually watching Denzel Washington’s movie
(but I forgot the title, though) and he mentioned KINGS, then it inspired me to use it as my brand name. [From that moment,] I started right away, it was November 2020 pandemic days and it took me three months to prepare from looking for a reliable source to creating our first design. Fast forward to February 2021 [and we eventually launched our first collection.”
On What He Hopes King of Kings’ Contribution Can Be In the Future
TTW: “How do you think King of Kings contributes to the streetwear culture in the Philippines?”
Gino: “Siguro in the future, magiging classic yung mga first releases na niyakap ng tao. May mga ibang designs kami na di na ni-reproduce to remain classic na hanggang ngayon hinahanap sa store.”
On Connecting With The Community
TTW: “How do you ensure that you connect with your community and customers meaningfully?”
Gino: “Whenever I speak with our clients, they give us feedback and suggestions. For me, it’s important to hear what they actually say—in that way, our brand connects meaningfully with them.”
On Pursuing Growth
TTW: “What drives you to grow King of Kings?”
Gino: “The community. Whenever I see random people wearing the brand, it makes me proud. It inspires me to improve and do more.”
On Where Kings of Kings Can Be In 5 Years
TTW: “Where do you see King of Kings headed in the next 5 years?”
Gino: “5 years from now I can see the brand [being] as big as what I always dreamed it to be. It's a game of constant improvement, innovation, and consistency.”
On What He’s Learned So Far
TTW: “What are some unexpected lessons you’ve learned on your journey with King of Kings?”
Gino: “As a brand owner, for me It’s a never-ending process of learning and improving.”
You can visit King of Kings at Pasilio A39-A40, Cartimar Ave, Pasay, Metro Manila—it’s open everyday, from 10:30 A.M. to 7:30 P.M.