Regardless of its double-starred method, Spanish model TwoJeys is a triple menace throughout the equipment world. Based in 2019, Joan Margarit and Biel Juste shared a background working in social media, a feat that’s distinctive in TwoJeys’ stellar model id, designs, and advertising. From creating customized brackets for Barcelona soccer participant, Lamine Yamal, to creating an immersive summer time expertise for the TwoJeys neighborhood aboard a Nineteen Fifties personalized boat, the Goletta, TwoJeys have confirmed to be as charming, as they’re artistic.
The world of TwoJeys demonstrates a profitable case examine into making a model id so sturdy, {that a} mere image of dual stars is sufficient to encapsulate the pop & avenue tradition, music, artwork, and motorsports from which their designs draw inspiration. This widespread sampling evokes in each bit TwoJeys’ founders’ need to create a jewellery model that resonates with males and designs that attraction.
The model’s worldwide growth consists of the creation of the “finest hoodie,” impactful collaborations with motorsports and trend labels, and its geographical presence, having just lately opened a department in London’s widespread Soho district. These show to be prime examples and solely serve to underscore TwoJeys’ common attraction and important development.
With TwoJeys’ SS25 arriving at HBX, we caught up with the founders to debate TwoJeys’ design philosophies, sturdy id, and future tasks.
Discover extra TwoJeys now by way of HBX. An excerpt from the interview could be discovered beneath. Learn the interview in its entirety over at HBX Journal.
TwoJeys has had exponential development in recent times. How do you’re feeling about your progress because the model’s inception and what has been your proudest second in recent times?
We’re extremely pleased with the journey we’ve taken. After we began TwoJeys in 2019, it was simply the 2 of us assembling necklaces by hand, pushed by the imaginative and prescient of making one thing distinctive in males’s jewellery. Seeing TwoJeys evolve into the main international model in males’s jewellery is sort of a dream come true. Certainly one of our proudest moments was opening our first flagship retailer in Barcelona, our hometown. It was a milestone that reminded us how far we’ve come from the times once we designed, packed, and even shipped every part ourselves from my father’s workplace.
Given your background working in social media, do you’re feeling that have has influenced the way you each run TwoJeys?
Our expertise with social media has truthfully helped us to raised perceive our viewers and know find out how to talk what TwoJeys is all about. We have now at all times been very true to what we like so making an attempt to share a message you really imagine in just isn’t a tough job. Motorsport, skate, western, and music are in our DNA because it’s what we actually like. The largest problem can be in a world filled with noise, standing out whereas being your self and following your individual intestine to create a long-term neighborhood dominated by tradition.
The World of TwoJeys is clearly outlined and well-built. Are you able to discuss us via the method of the way you created such a definite voice and model picture?
The TwoJeys universe took place naturally—it’s a mirrored image of who we’re and what we love. From the start, we targeted on creating not simply merchandise, however a life-style folks might determine with. The important thing has been staying genuine and being concerned in each element, from designs to advertising campaigns. We additionally draw inspiration from popular culture, music, and our personal experiences, mixing them right into a voice that feels actual and relatable.
Do you might have any recommendation for different manufacturers or creatives in creating their voice?
Be genuine and keep true to your imaginative and prescient. Don’t attempt to mimic what’s already on the market; as an alternative, concentrate on what makes you totally different. Consistency is vital to constructing a robust model id, and at all times hearken to your viewers—they’ll information you as you develop.
Your model attracts inspiration from pop & avenue tradition, music, artwork, and motorsports.
We’re at the moment impressed by the return of retro aesthetics in motorsports and the music scene. Musically, we’re into a mixture of traditional rock and recent indie sounds. Popular culture continues to be an enormous supply of creativity for us, particularly when it intersects with artwork and trend. We have now at all times been very impressed by cinema. The classics and language encourage us.
We don’t like this fast-paced media consumption that the algorithm is pushing, it’s killing everybody’s creativity and affecting the eye span once we attempt to inform actual tales.
You’ll be able to store TwoJeys’ SS25 assortment on HBX now. Learn the total interview on HBX Journal now.
