Want to know more about the creative director?
Elena Peña
1) Who is Elena Peña? Tell us a little bit about yourself.
My name is Elena Peña and I am an entrepreneur from Madrid who is passionate about animals, nature and the world of shoes and bags in that order. To be able to unite these 3 passions I always decide to bet on an eco-friendly fashion that takes care of the environment and is responsible, that's why all Micuir's designs are hand-made in Spain, following the traditional techniques of tanning and making shoes and bags and using recycled leather from the food sector.
2) What did you do before you created Micuir?
I worked as Project Manager for Agatha Ruiz de La Prada accessories in Latin America and when I returned to Spain I created a fashion accessories company that I decided to close in 2017 after gathering the courage to launch my dream; to launch my own brand of quality shoes and bags on my own, a brand that would fulfill the values I have always believed in: maximum quality, exclusive design and attention to detail. Pursuing this dream, Micuir, which literally means My Leather, was born in October 2017.
3) How did Micuir come about?
Micuir arises from the need to fly alone, to feel free, to trust my own instinct and criteria, and from the desire to create unique designs of my own, which I could not find in the market, and which reflect the traditions and arts of the past of the Spanish master craftsmen.
4) What kind of woman identifies Micuir?
A woman who is aware of what she is buying, stylish and elegant, who is committed to quality and exclusive designs, and who avoids going all out in uniform because of the dictates of the big fashion companies. A restless woman, who bets on a job well done and values the ethical work behind each piece. In short, a woman with values, coherence and a unique personality.
5) Who makes the Micuir designs?
All the designs are mine and I have been registering them for some time at the SPTO to protect myself from copying, as unfortunately there are always opportunists who try to take advantage of the effort and work of others.
6) Where are they produced?
6) Where are they produced?
Absolutely all my designs are produced by slow fire in Spain in small workshops of artisans who manufacture us exclusively. Our artisans rather than our manufacturers are partners and friends. I believe in the importance of having a great human team.
7) Tell us a little about the artisanal process involved in each product.
Each Micuir shoe is made by over 44 Spanish craftsmen, from the first last, as at Micuir we create unique lasts designed exclusively for the company, until the heel is implanted, the shoe is polished and placed in the Micuir box. In the sector it is said that creating a shoe involves more people than building a plane, and certainly for me shoes are true masterpieces, each design is unique and has its own personality.
Regarding the bags, each design is also unique and has a pattern designed exclusively for Micuir. Our bags are made in the most joyful, soft and flexible leathers on the market.
8) You are one of the first Spanish brands to touch the slow fashion concept. Tell us about it.
8) You are one of the first Spanish brands to touch the slow fashion concept. Tell us about it.
I always say that every design is like a child, because it takes 9 months to come to market. That's why our firm is slow fashion, because we are not in a hurry in the processes, because with slow fire, love and passion is how things are done well in life.
First I start with the initial sketch on paper for both shoes and bags and this sketch comes to life in the first sample, then on that first sample changes and corrections are made to fit, style, is tested on different people to assess comfort, support, etc. and finally the skins, buckles, trims and combinations of textures of the skins that will give life to each design are chosen, so no two are the same and small runs are made to protect the exclusivity of the designs Micuir.
9) What are your sources of inspiration?
I really believe that inspiration comes from many sides, you can inspire yourself in an exhibition, in the paintings of a museum, in the costumes of a film, in trips, in unique experiences... I really believe that inspiration does not come from one place, it is a set of many personal experiences.
10) How do you come up with the ideas for your designs?
I've been working in the sector for more than 10 years and designing collections and I know very well what my clients expect. I usually get the model that will be a hit in each collection because I like very much to talk to my clients when they come to the showroom to buy and ask them if they would like any particular model. I always base my work on the premises of quality, comfort and unique design. I like to follow the trends that fashion dictates in each collection but always providing that unique touch that differentiates Micuir from other brands in the market.
Every design I create always asks me if it fulfills the 3 premises of Micuir: Maximum quality, exclusive design and care of every detail. I think this is what really makes the difference.
11) Where do you see yourself in 5 years?
My dream is to expand Micuir International and make the brand Spain known all over the world.