Carla Gem Buyo

Meet Cheryl Lee, The Visionary Behind The Global Lifestyle Brands You Love

Article (news)

<p>From across international waters to our local shores, <strong>Anthem Group</strong> has brought global brands like <strong>Beyond The Vines</strong>, <strong>Sunday Staples</strong>, <strong>Champion</strong>, <strong>Penguin</strong>, and <strong>Perry Ellis</strong> to the contemporary Filipino lifestyle for two decades. As the company celebrates its 20th anniversary, Anthem&#x27;s co-founder<strong> Cheryl Lee</strong> strengthens its commitment to fashion and the meaningful moments it creates.</p><div><br/></div><p>The award-winning company began in a small office of only three people, with a philosophy rooted deep in embracing the ever-evolving spirit of style and creating an internal environment where the team is their greatest asset. </p><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784115802837Cheryl and Eric Lee (Anthem Group Founders).jpg" style="width:960px;display:block;height:auto" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Cheryl and Eric Lee (Anthem Group Founders)</span></span></span></div><p>“Our guiding philosophy has been to introduce global concepts with extreme care, giving each brand appropriate, nuanced direction and marketing rather than treating them like mere commodities,”Cheryl says. But they don’t simply bridge the country’s retail landscape with just any brand. Anthem asks whether or not these brands possess a distinct, authentic identity, a story that emotionally speaks to the consumers, and a relevance to the Filipinos’ needs.  </p><div><br/></div><p>“We look for exceptional craftsmanship, an eye-catching visual universe, and a point of view that feels fresh yet accessible to local sensibilities,” Cheryl explains. “In a market saturated with endless options online and offline, transactions are easily replicated, but community is not.” </p><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784115888080Anthem multi-brand store in One Bonifacio High Street Mall.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Anthem multi-brand store in One Bonifacio High Street Mall</span></span></span></div><p>So, while they fully incorporate convenient digital platforms into their commerce, Anthem believes that physical stores offer something irreplaceable.  “Tactile discovery, human connection, and for you to really fit the clothes— a brick-and-mortar store does a lot more story telling and experiential moments for the brand,” the founder remarks.  </p><div><br/></div><p>But the industry is evolving at a rapid pace, and consumers are now much more digitally connected and highly discerning. They have shifted away from loud luxuries to functional and elevated casuals, unwilling to compromise on comfort and practicality. This reality greatly influences Anthem’s curation.</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784115950579Sunday Staples Power Plant Mall.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Sunday Staples Power Plant Mall</span></span></span></div><p>Cheryl chooses “brands that champion multi-functional design— apparel and lifestyle accessories that can travel, weather a busy workday, and still look effortlessly sophisticated.” Their recent partnerships with lifestyle mainstays like Stanley mirror this exact blend of top-tier function and lifestyle aesthetic. </p><div><br/></div><p>This rise of “smart, relaxed styling” is what excites Cheryl. In her eyes, designs that are clean and minimalist but high-quality, bringing a more casual energy to the workplace, are a permanent stay, not a temporary trend. However, curating is not as simple as catering to the latest local trends. It is a delicate balance between protecting the core pillars of the brand’s DNA, and contextualizing global collections in a local perspective. </p><div><br/></div><p>“Our goal is always to make a global brand feel like it was naturally meant for the Filipino home and wardrobe,” Cheryl states. “I want to help shape a retail industry that is highly innovative and community focused.”</p><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784115863959Eric and Cheryl Lee (Anthem Group Founders) and Rebecca Ting and Daniel Chew (Beyond The Vines Founders).jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Eric and Cheryl Lee (Anthem Group Founders) with Rebecca Ting and Daniel Chew (Beyond The Vines Founders)</span></span></span></div><div><span class="fr-img-caption fr-fic fr-dib" style="width:960px;display:block" width="960"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1784116050242Beyond The Vines Shangri-La Plaza.jpeg" style="width:960px" class="fr-fic fr-dib" width="960"/><span class="fr-inner">Beyond The Vines Shangri-La Plaza</span></span></span></div><p>For Anthem, leaving behind a legacy of retail excellence would prove that it is possible to build a highly successful, fast-growing company without foregoing the commitment to employee-first values. From full business college scholarships to global exposure trips for team members, the company’s initiatives are designed to empower the next generation of Filipino retail leaders.</p><div><br/></div><p>And it all goes back to Cheryl’s own relationship with fashion. Between days of quickly moving between work and family, she finds herself “reaching for fun, playful pieces from Beyond The Vines, or crisp, timeless classics that can keep up with a fast-paced life.”</p><div><br/></div><p>Because, as the co-founder of Anthem group says, “fashion is a joyful extension of self-expression, and the best wardrobe is one that gives you absolute confidence to move freely through your day.”</p><div><br/></div><p>Read more fashion stories on Metro.Style</p>

<p>As the Anthem Group celebrates their 20th anniversary this year, learn from entrepreneur Cheryl Lee about the retail legacy she has built. </p>

As the Anthem Group celebrates their 20th anniversary this year, learn from entrepreneur Cheryl Lee about the retail legacy she has built.

Meet Cheryl Lee, One of the Visionaries Behind the Global Lifestyle Brands You Love

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Meet Cheryl Lee, One of the Visionaries Behind the Global Lifestyle Brands You Love

Tatiana Amara Mallari

Published July 16, 2026 11:00 AM PHT

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Updated July 16, 2026 11:05 AM PHT

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anthem group 20th anniversary

cheryl lee

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beyond the vines

sunday staples

champion

penguin

perry ellis

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fashion

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