PR practitioner and businessman Josh Yugen has always been about more than pageants and fashion. And his latest move proves it.

After 17 years in the UAE, the Filipino pageant director and founder of House of Yugen has opened the brand’s first European office in Copenhagen, Denmark—a new platform for Filipino artistry, sustainability, and pageantry.

The move follows Josh’s official appointment as national director of Miss Universe Denmark.

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His participation at the Copenhagen Fashion Week 2025 marked his debut on the Nordic stage, one that he clearly made count.

“Copenhagen Fashion Week 2025 was more than just a runway for me—it was a statement,” he told PEP.ph (Philippine Entertainment Portal) in an exclusive interview via Viber on August 15, 2025.

The fashion show, titled Woven Wisdom: A Cross-Continental Approach to Fashion’s Future, held at the Grand Joanne Hotel in Copenhagen, marked the first Filipino-led showcase at the event and was, as Josh described it, his “love letter to the Philippines,” reworking age-old indigenous weaves into modern, consciously made silhouettes.

“I wanted the world to see our heritage not as something preserved in a glass case, but as something vibrant, alive, and evolving,” Josh tells PEP.

“We wanted the world to see our heritage… as something vibrant, alive, and evolving,” he adds.

Sustainability and collaboration was the core of the fashion show.

House of Yugen sourced ethically, collaborated with local artisans, and embraced slow-fashion principles so that “every thread carried a piece of our history.”

The event showcased upscaled materials from the Dream Weaver Tribes of Lake Sebu in South Cotabato, brought to life by Brazilian designer Alexia Núñez, whom Josh describes has “Pusong Pinoy.”

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“Her work is proof that fashion can be a form of philanthropy—supporting livelihoods, preserving traditions, and empowering communities,” Yugen says.

Representation and cultural pride also factored into the Copenhagen moment.

Josh wanted to counter stereotypical international narratives about the Philippines by placing Filipino creativity front and center on a global stage.

He acknowledges support from the Philippine Embassy in Denmark—specifically naming Chargé d’Affaires Anne Kristine Salvador—whose presence at the show helped amplify the message of cultural pride and representation.

JOSH YUGEN’S COPENHAGEN MOMENT

Josh’s move to Copenhagen wasn’t purely a business calculation.

It was deeply personal.

After nearly two decades in the Middle East, Josh made a conscious choice to expand business to a place where he says he can live openly and be celebrated for who he is.

“Moving to Copenhagen was both a professional and deeply personal choice,” he shares.

“Denmark’s respect for individual preferences, identities, and freedoms is something I wanted to align my brand with.

“It’s a place where diversity isn’t just accepted—it’s celebrated. As an LGBTQ entrepreneur, that matters.

Professionally, Copenhagen’s global reputation for sustainable design and progressive creative networks made it an ideal hub to extend House of Yugen’s reach.

“Copenhagen is a global hub for sustainable fashion, innovation, and forward-thinking design, which matches the House of Yugen’s vision of blending cultural depth with world-class style.”

Josh reiterated that Copenhagen’s reputation as a sustainability leader creates a natural bridge to European markets and collaborations, while still feeding back into the brand’s established hubs in Dubai and Manila.

Josh is clear that this expansion isn’t a shift away from his roots but an amplification.

“Our presence in Copenhagen is not a replacement, but an expansion of our vision.

“Dubai remains our strategic hub in the Middle East, and Manila is where our heart beats strongly with community-focused initiatives,” he says.

The new office will open doors to European partnerships and audiences, which Josh plans to channel back into projects across Asia and the Middle East.

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JOSH YUGEN: BIGGER DREAMS

Looking ahead, Josh’s ambitions extend beyond runways and pageantry.

The designer’s long-term dream is a deeply humanitarian one: to build a charity home for elderly Filipinos who have nowhere to call home.

He said: “My biggest dream is not just to dominate the global fashion scene, but to use our platform to change lives in tangible ways.

“I envision building a charity home for elderly Filipinos who have no house to call their own—a place of dignity, care, and belonging.

“Fashion has given me a voice, a platform, and resources.

“Now, it’s about transforming that success into something that will outlive me—a legacy of compassion, cultural pride, and purpose.”

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