CHERUBINA & FRIENDS | MICUIR, passion, tradition, and sustainability
In a corner of Madrid, on Claudio Coello Street, we find a place where a passion for nature, craftsmanship, and design merge into a single project. Behind it resides Elena Peña, the head and heart of Micuir.
After a solid academic education, Elena found her true passion in the world of premium shoes and handbags. Six years ago, she decided to go solo and launch her own brand, Micuir, which has become a symbol of the highest quality, exclusive design, and attention to detail.
Micuir not only reflects the tradition and craftsmanship of Spanish artisans in its designs and finishes, but also embraces sustainability and respect for the environment in every step of its manufacturing process. In this interview, Elena takes us on a journey through her world of slow fashion, exclusive designs, and a deep commitment to quality and ethics in fashion.
Join us for this interview, which will showcase the vision and passion that bring Micuir to life.
How did the idea for Micuir come about?
The creation of Micuir stems from my desire to fly solo, to experience the freedom of trusting my own instinct, and a passion for designing exclusive products I couldn't find on the market. My goal is to reflect the tradition and craftsmanship of Spanish master artisans in my unique and personal designs.
As a businesswoman, do you think that "made in Spain" is valued?
Of course. Our customers appreciate the quality and care with which the products are manufactured in Spain. Micuir is an eco-friendly brand that literally means "My Leather," so all the bags and shoes in the collection are handcrafted in Spain from the highest-quality leather.
What challenges do you face in the future within the brand?
My dream is to expand Micuir International and make the Spain brand known throughout the world.
Who is Micuir’s audience?
A woman conscious of what she buys, stylish and elegant, who values quality and exclusive designs and who eschews the idea of wearing uniforms dictated by the big fashion companies. A restless woman who believes in a job well done and values the ethical work behind each piece. In short, a woman with values, coherent, and a unique personality.
What inspires you when designing products?
I truly believe that inspiration comes from many places. You can be inspired by an exhibition, the paintings in a museum, the costumes in a movie, travel, unique experiences... My latest collection, Corso Como, was born from an inspiring trip to Milan and reflects the sophistication of Milanese women. Inspiration doesn't come from just one place; it's a collection of personal experiences.
What does slow fashion mean to you?
Micuir is one of the first Spanish brands to embrace the concept of slow fashion. I always say that each design is like a child, as it takes nine months to reach the market. That's why our brand is slow fashion, because we don't rush the process, because slow fire, with love and passion, is how things are done well in life.
First I start with the initial sketch on paper for both the shoes and the bags and this sketch comes to life in the first sample, then on that first sample changes and corrections are made to the fit, style, it is tried on different people to assess comfort, support, etc. and finally the leathers, buckles, ornaments and combinations of leather textures that will give life to each design are chosen, which is why no two are the same and small runs are made to protect the exclusivity of Micuir designs.
Tell us about your favorite design.
With every design I create, I ask myself if it meets Micuir's three principles: maximum quality, exclusive design, and attention to detail. I believe this is what truly makes the difference. My favorite design, the one I hold most dear, is our iconic Punky boots, the brand's signature.
What measures does the brand take to minimize its environmental impact?
Micuir is an eco-friendly brand. We are committed to sustainability and respect for the environment in our manufacturing process. All our bags and shoes are handcrafted with recycled leather from the food industry, and the manufacturing process is environmentally friendly. We have a zero-stock goal to avoid generating waste in our commitment to sustainable fashion, with limited-edition units. For this reason, we do not restock most of our designs once they sell out.
