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Elegance in motion, style in mind.
The autumn-winter ’25 collection is a new chapter of refined comfort and modern sophistication. Designed for a life in constant move, each piece balances technical innovation with timeless craftsmanship. From city streets to quiet escapes, this wardrobe moves with you: effortless and always elegant.
This is a chat with Rafa, Creative Director, who shares his insights on this new step in redefining elegance, and how unfeigned continues to bring modern classics into everyday life.
Hi Rafa, can you tell us a little about the overall collection for AW25?
This new collection merges innovation with craftsmanship, reimagining the classics through a contemporary lens. We've gone deeper into technical fabric research, combining the demands of city life with all-terrain comfort, creating pieces that become true staples in the everyday wardrobe.
Is there any specific theme or aesthetic that you wanted to capture collectively?
At unfeigned, we see clothing as a reflection of a lifestyle. Our aim is to redefine elegance, not as something distant or occasional, but as something you live in every day.
Each piece is designed with intention, inspired by the rhythm of modern life; be it the commute, the meetings, the journeys. Beyond functionality, we think about how it feels, how it shapes your mindset and the way you present yourself to the world.It’s about that perfect balance. You feel good, you look even better.
How has the unfeigned journey evolved into this latest collection?
Having considered this. I feel there’s a more refined and sophisticated direction in our line now. When we launched our first collection, the world was in full remote-work mode. So, the overall mood was laid-back and casual. Today, fashion feels more optimistic, with a renewed interest in tailoring, refinement, and intricate design.
While we still embrace that urban essence through fabric choices and clean cuts, our silhouette is evolving into a more elegant, effortlessly cool city style.
What’s new and what are the key pieces?
As part of our pursuit to perfect the total look, we’ve expanded our Smart family with new pieces, all water-repellent and crafted from durable, recycled fabrics. The latest additions, including the oversized bomber jacket and tailored pants, are designed for ease and versatility. All you need to do is pack a full set in one colour, and you’re ready for a packed agenda, wherever you go.
We’re also very excited to introduce a new tech-infused category. City gear. This has been created for those who move through the city with confidence, these are our most elevated and sophisticated pieces yet refined. Both minimal and effortlessly cool.
Whether you're heading to a meeting, a night out, or exploring the streets, our city pieces bring style anywhere, anytime.
As we transition into winter, our outerwear collection grows with fresh additions to the puffer line, including a longer coat for extra warmth. And the standout piece, our winter Mac, is a sleek, polished layer that keeps you looking sharp throughout the colder months.
Can you tell us a little about customer favourites and how this is maintained and explored within the collection?
Our basic t-shirt has been a customer favourite from the very beginning. Fittingly, it was also the first piece we ever designed. We find that once someone tries a single item, they’re often drawn to explore the full collection. Our nylon line and technical pieces have helped us reach a wider audience looking for elevated, functional fashion.
What are you excited for customers to see?
I believe it’s really our evolution as a brand. With every new collection, our silhouette becomes more defined, more uniquely us. And we’re genuinely excited for customers to see that growth and make it part of their own wardrobe.
Can you talk a little about particular fabrics and colour-ways that have been explored for the offer?
Absolutely. We’ve introduced new technical fabrics that offer functionality without compromising style, including water-repellent materials featured in our new winter mac, city set, and puffer coat.
We’re also exploring new textures: shirting with a soft peach finish, and the introduction of Merino wool for an elevated take on shirts.
In terms of colour, we’ve developed a new palette with a dusty aesthetic. Washed pastels in blue, rose and green, giving a soft, balanced touch to the collection.
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Breaking the mold
powered by passion, curiosity, and a genuine love for connecting with people, Quino shares what drives him and why staying true to yourself is the real flex in business and in life.
So Quino, tell us more about your role at unfeigned and what you are responsible for?
Since joining the team, I’ve been in charge of International Sales, overseeing our global wholesale network, from agents in major cities to buyers and owners of leading concept stores, as well as department store purchasing teams around the world. I also manage our retail operations, frequently traveling between Madrid and Paris to support our flagship stores.
More recently, I’ve taken on the role of CEO at unfeigned, a responsibility I embrace with great pride and excitement. I now lead the company’s overall strategic direction, driven by a deep sense of motivation and ambition.
What were you doing before you entered the family business?
Before this, I was involved in product development for the beer industry in the retail sector. It was a fantastic learning experience.
Was there any hesitation about working with your siblings, or are you really as close as it seems?
Not at all. As we often say: we didn’t start working together and then become close. We were already close, and that’s why we chose to work together.
You are all big characters at unfeigned with a very welcoming and positive spirit. Is this mirrored in the brand and product itself?
We aim to reflect our values not just in the product, but also in our work philosophy and the way we engage with all stakeholders, from our agents and partners to our customers and end users.
In terms of product, we always seek balance between effortlessness and elegance. Our goal is to achieve maximum comfort while still looking great. It’s about feeling as good as you look.
How important is the unfeigned community and the people within the wider industry who you know so well?
I believe we’re contributing to shape a new chapter in fashion, just like many of the brands and friends we admire. Our goal isn’t just to create something cool, but something meaningful and rooted in strong values.
Every detail reflects our passion and care, and we hope that can inspire others, or at the very least, resonate with them.
What do you enjoy the most about the job and about unfeigned?
Being surrounded by people: our team, our community, and everyone who makes this journey possible. That’s what I enjoy the most.
What has been your highlight this past year in terms of brand work?
Opening our second store in Paris, a city I consider my second home, was a truly special milestone.
You spend a lot of time between the store in Paris and Madrid, is it tricky to manage life like that?
Not really, both cities feel like home to me. I love traveling and staying active. Paris and Madrid are both vibrant and full of life, so I just feel very lucky to move between them.
What are you looking forward to the most that’s coming up?
New market opportunities and potential
collaborations with brands we genuinely connect with, are especially exciting for us.
Pick out your ultimate unfeigned outfit for this summer?
I love pairing our oversized t-shirt with a baggy shirt layered over it and our smart nylon bermuda shorts, it’s such a fresh and easy look.
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Seoul with soul
the unfeigned' siblings explore the city’s layered energy, from bold fashion to deep-rooted community. This is Seoul through their lens: curious, inspired, and always in motion.
Tell us why you were travelling to Seoul and who with?
We had the chance to visit our partners, who also happen to be great friends in Seoul.
We thought: we're always working together, so why not shift the scene a little? The five of us decided to spend a week together, away from home and the office. The brand was always in mind, just from a different perspective.
How many times have you been?
This was our second time. The level of hospitality in Seoul is truly something else.
Ever since our first visit in 2023, we couldn’t wait to come back.
How long were you there for?
One week.
What do you love about visiting? Culture, history, the people, art etc...
Seoul is so different in the best way. It’s avant-garde yet grounded. The people are
welcoming and fun, the food is incredible (we’re big fans of Korean BBQ), and
the creative scene is booming: fashion, music, cinema, beauty… it’s all happening. It’s like a melting pot of trends, tradition, and innovation.
Where are your favourite hangouts and why?
Definitely BBQ with our partners at Barbershop always a highlight. Our friends Kanga and J from Kappy took us to an amazing record bar that we instantly loved. We also had a great morning at Shinsegae Department Store with Jin and William, good
coffee, good company, and good design.
What brands do you admire from Seoul and why?
There are so many, from established names to emerging studios. Seoul has a way of
blending high concept with everyday wearability. We admire the boldness, the
attention to detail, and the sense of cultural identity that comes through.
A special mention to our friends at Kappy Design, we had the pleasure of visiting their store and seeing firsthand how naturally their vision is expanding. It’s a unisex, outdoor-inspired brand that feels refreshingly honest and effortlessly cool. Big love!
If you could take anything away from Seoul, what would it be?
Style, definitely, but also a sense of nostalgia and how deeply community-driven everything feels. That balance of the past and future, always tied together by
people.
What do you think South Koreans might like about unfeigned as a brand?
That it's naturally comfortable. Something you can move in, live in, even stand in the
rain with. It’s simple, but with intention.
Do you see unfeigned as part of a ‘borderless community’?
Absolutely. We believe unfeigned is
made for citizens of the world, just like us.
Kanga, Quino and J at Kappy flagship store.
Korean BBQ with Renton, from Vestis group.
the boys strolling Seoul.
Rafa and Jin from Shinsegae.
Good talks with J from Kappy.
Kanga, Quino and J at Kappy flagship store.
Korean BBQ with Renton, from Vestis group.
the boys strolling Seoul.
Rafa and Jin from Shinsegae.
Good talks with J from Kappy.
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Paris bound
fashion, friends and frites!
It is our pleasure to again be attending Welcome Edition in Paris. A time for us to re-connect with our community and friends from across the globe and to kick-off the buying season ahead of SS26.
Welcome always carries quite a unique vibe, the summer instalment, bringing Rue Du Lappe to life with people visiting the show and the surrounding areas. It’s a cool place to be. We won’t bang on about tired legs after four days standing as well as battling the heat, as it’s a small price to pay for doing what we love.
Instead, we would like to share a few highlights from the trip including a really nice vibe at the Kardo event hosted by our good friend Rikki, as well as catching up with David, Steph and the team at Universal Works and the Flying Dutch men of Pockies - what a crew!
We also had the pleasure of visiting our French agents at Blue Print, spending meaningful time with our friends Renton and Chan from Barbershop Seoul, and meeting with our Australia and UK and Spain agents, Mahala, Milan and David — always great energy, always good people.
And to top it all off, a proud visit to our Paris store at 22 Rue de la Perle, always a reminder of how far we’ve come.
Enjoy the photos!
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We need to talk about terry
Ok, we admit it… at unfeigned there is a bit of an obsession going on with terry fabric. First introduced last summer in a classic T-shirt, this flexible, functional and easy to wear material is evolving nicely within our collections.
Here we speak to unfeigned Creative Director Rafa Gomez about how the love affair started.
Hey Rafa. Can you tell us a little about the love of Terry fabric and why unfeigned in such a fan?
There’s just something about Terry fabric. It’s incredibly soft, comfortable, and has that effortless, lounge-like feel that’s perfect for summer.We love it because it brings a sense of ease and nostalgia, like something familiar and cozy. At unfeigned, we’re drawn to traditional textures like terry, but we always give them a fresh, contemporary spin in our designs. It’s that balance between heritage and modernity that really speaks to us.
When did you first introduce the Terry fabric and across which pieces?
We first introduced terry fabric in our SS24 collection, starting with one of our favorite essentials, a classic t-shirt reimagined in this soft, textured material. It quickly became a standout piece for its comfort and laid-back vibe.
Where is it made?
All our terry pieces are made in Portugal, a country renowned for its exceptional craftsmanship and attention to detail. The expertise and quality finishing found there make it the perfect place to bring our garments to life. It’s also close to us in terms of location and we have a great working relationship with our partners.
What are the benefits to terry, both in terms of style and function?
Terry fabric blends ease with style. It’s the definition of comfortably cool. It offers a laid-back, effortless look while still feeling elevated. Functionally, it’s breathable, absorbent and soft to the touch, making it ideal for warm-weather days when comfort and style go hand in hand.
Can you tell us a little about the Terry pieces in the up-coming SS26 collection. How is it evolving?
For SS26, our terry family continues to grow. What began with a basic t-shirt has expanded to include long sleeve tees and oversized polos. Each piece keeping that same effortless comfort and clean aesthetic. This season, we're also introducing a refreshed colour palette with four new shades, adding more depth and versatility, while staying true to our understated, modern approach.
And across womenswear too?
At the moment, our terry pieces are available starting from size small, which already works well for many women. However, we’re excited to be expanding our sizing soon. Future collections will include XS to better cater to our womenswear audience and offer a more inclusive fit.
What is you favourite terry piece and what will you be wearing next summer and why?
My favourite terry piece is the long sleeve t-shirt. It’s my go-to every time I head to a coastal destination.It’s perfect for breezy evenings, easy to pair with bermudas, and super comfortable for travel days, whether by plane or train. It’s that kind of piece that feels effortless but always looks put together. Definitely something I’ll be living in next summer.
These are some of our favorite pics with this fabric.
Ale in our Madrid store wearing the terry bermuda.
Our team with the family behind Manila store.
Our friend Jose rocking a terry set playing at the court.
Our SS25 imagery featuring the basic tee in terry.
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Catching up, moving forward
A look inside our time with agents and friends at the Madrid flagship. Sharing stories, walking through SS26, and celebrating what’s next for Unfeigned.
It’s always a pleasure to bring together the wider unfeigned family. Our community from across Europe and the UK to catch-up, talk about what has been happening in our lives and of course get down to the business of presenting our latest collection.
Earlier this month we played host in our flagship Madrid store to our respected agents from France, Germany, Spain and the UK to walk and talk through a very exciting SS26 collection.
This latest capsule we feel continues to evolve the unfeigned offer, but in keeping with our elevated casual aesthetic, where our customers can expect to see our signature silhouettes across fabrics including seersucker, terry and tech for those key, easy-to-wear must-haves. This season also sees the inaugural womenswear collection, which will have more on in the coming months.
Thankfully, the enthusiasm we have for our brand is mirrored by our partners. To have this support and love for our brand is something we have worked hard to cultivate together and we fully appreciate the efforts of everyone involved in what we do.
Now, being in Madrid means that we have to appreciate the down time together too, starting with drinks at Padrino Cocktail Bar and then on to dinner at the always amazing Cannibal Raw Bar, such good times!
Of course, nothing is achieved without hard work, so in the truest sense of getting a head start, we were up (relatively early) to run in Retiro Park fully regaled in gear from our friends in the UK @AcidRunning (see you in Paris guys).
Enjoy the photos!
