We demand more and more from a garment. When choosing what to buy, we not only look at what suits us or what we like, but we also want to know under what conditions it has been manufactured, the carbon footprint it leaves on the planet or the quality of its materials. Of course, we also ask for originality and, increasingly, timelessness. For all these reasons, we are increasingly focusing on alternatives that go beyond the best-known clothing chains. We are looking for new Spanish firms, where design and sustainability intermingle and which, in most cases, have more than reasonable prices.

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The example of this new trend sweeping millennials and Zetas can be found, of course, at the click of a button. In recent years, a large number of new Spanish fashion firms have emerged, with a careful philosophy, responsible production and, above all, a lot of character. We have spoken with several young people who are not older than 25 and who, however, have already taken their brands to stardom and lead a revolution that shouts loud and clear that there is a new wave of sustainable, responsible and different fashion that is worth it. keep under the radar

Nude Project: from starting with 600 euros to running out of sweatshirts in 24 hours

Bruno and Álex launched Nude Project in 2019, when they were only 20 years old. They met thanks to the networks and both had a common goal: to create a fashion firm that went further. They started with only 300 euros of investment each and, against all odds, have made their firm one of the most recognized in Spanish streetwear. Nude already has more than 200,000 followers on Instagram and more than two million likes on Tik Tok.

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In the words of its creators: "The brand was born as a war cry to show everyone that anything is possible if you put enthusiasm and desire into it. Our mission is to spread this spirit so that everyone who knows your brand is encouraged to live off his passion." and it seems that they have succeeded since, recently, their Pretty Girls sweatshirt (one of the firm's best known for its text on the back) was selling at a rate of one unit every 20 seconds, reaching 700 units in one hour. Currently, they have sold more than 40,000 garments in more than 100 countries and have become the fastest growing Spanish brand in e-commerce in Europe.

-Custom made fashion, the sustainable future

It's Lava: from the 'influencer' field to creating a benchmark sustainable firm

Sara Baceiredo has been in the world of social networks for just over five years and has become a benchmark in terms of lifestyle and sports. However, this 22-year-old from Vitoria always knew that fashion was one of her passions and that starting a firm was her thing. In 2019, she launched It's Lava, a firm specializing in vegan bags with Mariana and Sofía, two other young women who, together with her, design the products, maintain the website or make their own editorials. As Sara tells us, with this firm she has wanted to "promote responsible fashion by creating basic, timeless and customizable accessories".

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Likewise, he explains that his presence on social networks helped him especially at the beginning of the firm, but that at present it is a double-edged sword: "Many times when there is an unforeseen event, the responsibility falls directly on me, addressing Sara and not to It's Lava, that's why I'm trying more and more to separate my image from the brand."

Reflecting on the past, present and future of the firm, Sara tells us that they were born in a difficult time (a few months before confinement) but that during that time they have been facing problems and challenges to get the best out of them. "What started as a project of two friends is now a brand that seeks to become a benchmark in the national fashion sector. Let's go for it!", She affirms.

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Basyco Jerez: the example of the renovation of a family business

It has been the star signature of Spanish influencers this summer and everything indicates that it will continue to be so this season. Basyco stands out for its colorful garments, heritage from the homeland of its founders: the Canary Islands. His prints have made his dresses or pajama sets easily remembered and his vests and boho-style kimonos have crept into the wardrobe of personalities like María Pombo. The firm produces in Spain and its prices are more than affordable.

Although it was created by her mother several decades ago, today the firm is captained by Mercedes, at only 24 years old, and she has managed to make a locally known firm one of the most repeated from end to end in our country. As she tells us, the success they have experienced for a little over a year caught them completely by surprise: “We had just opened the website and our team was very small. It was lucky that it went viral and to be able to create a larger and more qualified team”.

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Delving into the reasons that have led this firm to sell out almost all its launches and add more than 160,000 followers, Mercedes alludes to influencers, but also to the more than repeated mantra of being in the right place, at the right time: ”We think that much of our success in growing has been thanks to them. Still, luck has been with us. The pandemic has given us bad times but in our case we were lucky enough to open the website just that month. We think a lot of people were bored at home and discovered Basyco.” Basyco does not stop growing and they have currently created an ecological line that is being very well received.

Reflecting on the path she has followed, Mercedes speaks of the power of her generation: "I think that today's young people have a great capacity for adaptation and we have quickly learned to adapt to this new digital environment. In any case, every day is an adventure and we still have a thousand things to learn."