Carolina’s Dress Shop Opens as a Wardrobe-for-Rent Startup Promoting Sustainable Fashion

June 12, 2017 | Baguio City

Maila Alog officially launched Carolina’s Dress Shop on June 12, 2017, introducing a startup wardrobe-for-rent business designed to support sustainable fashion and practical access to formal wear.

Opened at 3F, Stall 3046, Maharlika Livelihood Complex, Carolina’s Dress Shop primarily operated as a wardrobe rental hub, offering clients an affordable and eco-conscious alternative to purchasing occasion wear. The concept responded to a growing need for shared fashion, where garments are reused, extended in lifecycle, and styled for multiple wearers and events.

As a startup enterprise, the shop was built from the ground up—lean, community-based, and service-oriented. It emphasized access over ownership, encouraging responsible consumption while supporting local clientele who needed quality attire without the burden of one-time-use purchases.

The launch of Carolina’s Dress Shop marked the beginning of Maila Alog’s entrepreneurial journey in fashion—where sustainability, creativity, and practicality intersected. From this small stall at the Maharlika Livelihood Complex, the startup laid the foundation for a broader creative path that would later expand into culturally rooted design and fashion storytelling anchored in purpose and community impact.