When tradition is elevation: the story of HEREU How to counter today's fashion problems? Simply, by doing things the old-fashioned way

HEREU is a Spanish brand dedicated to leather goods and rooted in traditional Mediterranean style that was founded in 2014 by José Luis Bartolomé and Albert Escribano. The actual birth of the brand was the result of several years spent by the two founders between London and Paris. «After many years immersed in the cultural mix of London and Paris, we decided to return to our Mediterranean roots to found HEREU in 2014. It started as a personal project inspired by our culture and memories of the Mediterranean. We started just the two of us discovering every aspect of the business. We received help from friends who worked in the industry and who were a good guide for us. Only in the third year did we feel that the brand had taken off», said Bartolomé and Escribano when we contacted them to let them tell us about the peculiar reality of HEREU.

We speak of peculiar because central to HEREU's identity is the idea (and in some ways the mission) of preserving and passing on the knowledge of traditional and local schools of craftsmanship, a concept deeply rooted in the brand's origins in the northeastern parts of Spain; and in the philosophy of its design team. Their main styles, such as moccasins and fisherman's sandals, draw inspiration from functional designs and traditional workwear from Spain and other Mediterranean countries. While the design of their bags is rooted in classic pieces such as woven baskets or canvas bags, revisited through a contemporary lens that, in looking so carefully at the past, appears almost futuristic. «The focus on workwear and utilitarian motifs also takes into account the different lives these garments take on outside of a purely functional context. Espadrilles and fisherman's sandals have long been associated with simple Mediterranean clothing, worn for decades by locals and tourists alike. HEREU's decision to rework these pieces celebrates the nuances of this varied history, presenting new interpretations for future wearers», shared the two founders.

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What sets HEREU apart is the harmonious fusion of traditional values with modern designs. The brand draws on a vast heritage of traditional craftsmanship knowledge passed down from family-owned manufacturers. In addition, HEREU's inspiration comes from a wide range of references, including folk techniques, modernist artwork, and organic forms of nature. This fusion of tradition and contemporary aesthetics resonates with a diverse customer base that appreciates the brand's quality, craftsmanship, and unique concept. «Our customers may vary, as our products can look contemporary and classic at the same time, but in general, they value quality and craftsmanship as much as the design and concept behind the brand. We believe that our customer's taste is unique and discreet», explained the two. One of HEREU's most successful products is the Soller Sport shoe. A silhouette reminiscent of a cross between classic loafers and mary-janes, it is much loved by the brand's loyal customers. «Our best-selling shoe, the Soller Sport, in all its color variations, is a distinctive style for us as it is a T-bar (a key silhouette for us) with woven details and made with a hand-sewn moccasin construction», the two said.

Although HEREU collaborates with fashion brands that exhibit in major European fashion capitals, they have not yet ventured into presenting their collections during European fashion weeks.  «There are currently no plans to organize our own presentation», the two said. Even if «we are already collaborating with some fashion designers who exhibit in major fashion capitals, mainly in Paris, with whom we share the same values and aesthetics. At the moment, we have no plans to organize a show ourselves». But the truth is that perhaps HEREU, so hyper-local, so transparent, so rooted in a territory that wants to enrich and not exploit, does not need Paris and the commercialism that always ruins everything - if anything, the opposite will be true.