Bayo Launches: That’s Bayo, Featuring Surfer and Changemaker Ikit Agudo

What’s your Bayo story? Maybe it is the piece passed down from an older sister, the top you wore to your first job interview, or the one that made you feel put-together on a day you really needed it. Maybe it is the familiar scent when you step into our store, our in-store team who remembers your size, or the feeling of finding something that just fits.

For over 30 years, we have had the privilege of dressing generations of women, showing up not just through style, but also through clothes that offer comfort and confidence on ordinary days, big milestones, and everything in between.

Beyond a campaign, That’s Bayo was launched as a reminder of what we have always stood for and what we will keep creating for generations to come. It is a reflection of everything you have loved about us and a promise to keep creating with care and intention.

We are honored to launch this with Ikit Agudo, a surfer and changemaker from Siargao. After Typhoon Odette, she helped rebuild her community and continues to empower young girls by teaching them how to surf. The way she moves through life with quiet strength and intention reminds us of the many women we have dressed through the years: strong, purposeful, and grounded. Her story is a reminder that impact doesn’t always have to be loud to be lasting. That’s Bayo is a reflection of that same belief: in showing up with care, creating with purpose, and staying true to what matters.

Because sometimes, clothes are just clothes. But oftentimes, they become part of your story. That’s Bayo.

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