Fashion House Desigual, known for its exceptionally bright colours and funny designs, is currently one of the most popular Spanish brands. The company has stores in over 72 countries around the world and continues to grow exponentially. The brand is based in bustling Barcelona, and its motto is 'La vida es chula' — meaning 'Life is beautiful'.
The most distinctive advantages of Desigual are its models: different, optimistic and colourful. In recent years, the company has recorded annual growth of over 50% and employs a team of over 3,000 individuals of 83 different nationalities. Desigual ended 2010 with the presence in 200 private label stores and 1,700 concessions in large department stores worldwide, selling more than 15,000,000 clothes and achieving a turnover of €440 million.
The company was founded in 1984 by Swiss designer Thomas Meyer, who is today the sole shareholder of the company. The brand was created when he was around twenty and enjoyed life on the party island of the Balearic Islands — Ibiza. His ambition was to create something else that would reflect the individuality and uniqueness of each person and to make the clothes he created accessible to everyone, not just the elite. Since then, the company has been growing continuously. Initially, they developed in Europe, and since 2011 they have opened stores in the US, Asia and the Middle East.
The company currently has more than 320 private label stores and is present in many of the world's fashion capitals, including Paris, New York, London and Berlin. In recent years, the brand has attracted attention with bold marketing moves, including a campaign launched in 2011 in which customers were invited to 'Walking Naked' — the store would offer free clothing to anyone who came in their underwear. The brand's colourful patchworks and bold designs were sometimes perceived with scepticism by characters from the world of fashion and business, however, it was the unique style that brought the brand publicity. The managing director of the Manel Jadraque brand (formerly LVMH) stated that their aim was to 'place at least one Desigual item in every dressing room of the world'.
It’s not the same - this is the battle cry of the brand, enthusiastic, stimulating, positive. An optimistic slogan and a true declaration of intent. The slogan reflects Desigual's way of thinking, which is influenced by: The Mediterranean Sea, the sun, light, passion and lust for life. A life philosophy reflecting the way we dress: fun, fresh, original and always full of joy, fun and creativity. Be confident, do not be afraid to be yourself. Desigual designs collections for: women, men, children, footwear, apartments and accessories. To evoke positive emotions through original, colourful, high quality clothes for everyone. Desigual clothes are an invitation to life, they inspire those who wear them. 'Our goal is for our clothes to convey something different, positive and pleasant'. The brand is faithful to its six values: recognition, positivity, tolerance, respect, commitment, fun and — most importantly — continuous improvement.
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