Freedom, Adventure, And Individuality: In Conversation with Joan Margarit and Biel Juste of TwoJeys

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Regardless of its unique two-pronged strategy, Spanish brand TwoJeys is a multi-talented force in the accessories industry. Established in 2019, founders Joan Margarit and Biel Juste bring a distinct advantage from their past in social media, which is evident in TwoJeys’ strong brand image, designs, and promotions. From crafting personalized brackets for Barcelona soccer player Lamine Yamal to organizing an engaging summer event for the TwoJeys community on a 1950s custom-made boat, the Goletta, TwoJeys have demonstrated their ability to be both captivating and innovative.

In the realm of TwoJeys, a compelling example is seen where an emblem of intertwined stars effectively embodies the spirit of both pop and street culture, music, art, and motorsports. This versatile representation echoes the ambition of its creators to establish a jewelry brand that speaks powerfully to men and captivates with its design.

The global growth of the brand encompasses the development of an exceptional hoodie, strategic partnerships with both motorsports and fashion brands, and a broadening geographical footprint, with a new store in London’s trendy Soho district. These initiatives highlight TwoJeys’ universal popularity and robust expansion.

As I eagerly awaited the arrival of the TwoJeys’ SS25 collection on HBX, I seized the opportunity to chat with the masterminds behind this brand about their unique design ethos, distinctive identity, and upcoming ventures. Here’s a glimpse into our conversation!

Discover further insights about TwoJeys by visiting HBX now. A snippet of the interview is available below, but for a comprehensive read, please visit the HBX Journal.

In more conversational terms, could you share your thoughts on TwoJeys’ rapid expansion over the past few years, and what achievement during this period are you most proud of?

We’re thrilled to pieces about the path we’ve trodden since TwoJeys began in 2019, starting off as simply the two of us crafting necklaces by hand. Our aim was to carve a distinct niche in men’s jewelry, and witnessing TwoJeys rise to become a top-tier global brand feels like a dream realized. One of our most satisfying moments occurred when we unveiled our first flagship store in Barcelona, our beloved hometown. This accomplishment was a significant marker, serving as a reminder of how far we’ve progressed from the times when we designed, packed, and even delivered everything ourselves right from my father’s office.

Considering your previous work experience in social media, do you believe this background has shaped the way you manage TwoJeys?

Through social media, we’ve gained valuable insights into our audience, enabling us to tailor our communication effectively to reflect TwoJeys’ essence. Since we’re genuinely passionate about what we do, sharing a message that resonates with us is more of an enjoyable task than a challenge. Our passions – motorsport, skateboarding, western culture, and music – run deep within us, making them integral parts of our identity. Navigating a world saturated with noise to stand out authentically and cultivate a lasting community rooted in shared values presents the greatest hurdle.

Could you walk us through the steps you took to establish the unique voice and strong brand identity found in the realm of TwoJeys? I’m curious about your creative process.

In a genuine and organic manner, the TwoJeys universe emerged – it embodies who we are and what resonates with us deeply. Since inception, our emphasis has been not merely on producing items but on cultivating a lifestyle that resonates strongly with people. The secret lies in maintaining authenticity and immersing ourselves thoroughly, from design concepts to marketing strategies. We also seek motivation from popular culture, music, and personal experiences, amalgamating them into a voice that seems genuine and relatable.

Do you have any advice for other brands or creatives in developing their voice? 

Stick with who you are and remain faithful to your unique idea. Avoid copying others; concentrate on what sets you apart. Maintaining a constant image is crucial for establishing a solid brand, and it’s essential to keep an ear open to your audience—they’ll help steer you as you progress.

Your brand draws inspiration from pop & street culture, music, art, and motorsports.

At the moment, we’re finding inspiration from the revival of vintage styles in motor racing and music. Musically, we blend the raw energy of classic rock with the modern edge of indie tunes. Pop culture remains a significant wellspring for our creativity, particularly where it intersects with art, fashion, and film. Cinema, both classic and contemporary, continues to be an influential source of inspiration for us, shaping our perspective through language and storytelling.

We dislike the rapid-fire media intake that algorithms are promoting; it seems detrimental to everyone’s creative abilities and shortens our focus when we aim to share genuine narratives.

You can shop TwoJeys’ SS25 collection on HBX now. Read the full interview on HBX Journal now.

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2025-02-04 14:26