OXGN makes its next move
‘The Final Round’ brings Filipino street culture, music, and fashion together, spotlighting how a sound born in Davao has found a global audience through social media
For OXGN, streetwear has always been closely tied to the culture that surrounds it. With “The Final Round,” the Filipino streetwear brand looks to music as its latest point of connection, drawing from the energy of Davao’s grassroots scene and the global reach of social media.
At the center of the campaign is budots, the electronic dance sound that emerged from Davao and was shaped in large part by DJ Love, whose mixes and dance videos helped define and spread the genre. Once rooted primarily in local communities, budots has found new audiences online, where music can travel across borders through videos, remixes, and dance.
OXGN brings that evolution into the campaign through a new budots-meets-hip-hop track created with international DJs SGAMO and Jarreau Vandal. The sound becomes the starting point for a performance-driven campaign that connects Filipino street culture with a broader global conversation.
Fashion follows naturally. Rolling out across August, September, and October, “The Final Round” introduces a three-part collection inspired by Amekaji, the Japanese interpretation of American casual style. Relaxed silhouettes, camouflage, and textured fabrics give the men’s and women’s pieces a distinctly streetwear feel with a more considered edge.
It is a reflection of how street culture moves today: locally rooted, globally shared, and increasingly shaped by the internet. With “The Final Round,” OXGN puts Filipino street culture at the center of that exchange, showing that what starts on the streets can travel much further.
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