Want to know more about the creator Elena Peña?
1) Who is Elena Peña? Tell us a little bit about yourself.
My name is Elena Peña, and I'm a Madrid-based entrepreneur with a passion for animals, nature, and the world of shoes and handbags—in that order. To combine these three passions, I always choose to focus on eco-friendly fashion that cares for the environment and is responsible. That's why all Micuir designs are handmade in Spain, following traditional tanning and shoemaking techniques, and using recycled leather from the food industry.
2) What did you do before creating Micuir?
I worked as a Project Manager for Agatha Ruiz de la Prada accessories in Latin America, and upon returning to Spain, I founded a fashion accessories company that I decided to close in 2017 after finally gathering the courage to pursue my dream: launching my own brand of high-quality shoes and handbags on my own, a brand that embodied the values I've always believed in: top 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 judgment, and from the desire to create unique, original designs that I could not find on the market, and that reflected the traditions and arts of the past of Spanish master artisans.
4) What type of woman does Micuir identify with?
A woman who is conscious of her purchases, stylish and elegant, who values quality and exclusive designs, and who avoids conforming to the dictates of large fashion companies. A woman who is driven, who appreciates quality craftsmanship and values the ethical practices behind each piece. In short, a woman of principle, consistent, and with a unique personality.
5) What qualities does a Micuir girl need? Tell us a little about the campaign you are running to find Micuir girls.
We recently launched a campaign to find three brand ambassadors, and we chose three seemingly distinct profiles because the Micuir woman embodies a variety of styles. Our designs are incredibly diverse because, when creating, I draw inspiration from all the everyday needs we might have. I dress myself according to my plans or my mood when I wake up, so one day I might feel like wearing killer heels, and another day I might want to be super comfortable in sneakers. Honestly, I'd find it really boring to stick to just one style, as I'm quite free-spirited in general and I love experimenting with different looks.
6) Who designs Micuir?
All designs are mine and I have been registering them with the OEPM for some time to protect myself from copies, since unfortunately there are always opportunists who try to take advantage of the effort and work of others.
7) Where are they produced?
Absolutely all of my designs are painstakingly produced in Spain in small artisan workshops that manufacture exclusively for us. Our artisans are more than just manufacturers; they are our partners and friends. I believe in the importance of having a great team.
8) Tell us a little about the entire artisanal process involved in each product.
Each Micuir shoe passes through the hands of more than 44 Spanish artisans, from the creation of the first last—since at Micuir we create unique lasts designed exclusively for the brand—to the attachment of the heel, the polishing of the shoe, and its placement in the Micuir box. It's often said in the industry that creating a shoe involves more people than building an airplane, and certainly, for me, shoes are true masterpieces; each design is unique and possesses its own distinct personality.
Regarding the handbags, each design is also unique and features a pattern created exclusively for Micuir. Our handbags are crafted from the most luxurious, soft, and supple leathers available. The colors are created exclusively for Micuir; we don't use color charts because each bag is hand-dyed by immersing it in baths of water with the chosen color, allowing the leather and cotton lining to absorb the dye naturally. This is why our handbags are unique and have that distinctive "old but new" look so characteristic of Micuir.
9) You are one of the first Spanish brands to embrace the concept of slow fashion. Tell us what it entails.
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; things in life are done well slowly, with care and passion.
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, based on that first sample, changes and corrections are made to the fit and style. It is tested on different people to assess comfort, support, etc. Finally, the leathers, buckles, embellishments, and combinations of leather textures that will bring each design to life are chosen. That's why no two are alike, and small batches are manufactured to protect the exclusivity of Micuir designs.
10) What are your sources of inspiration?
I truly believe that inspiration comes from many places; you can be inspired by an exhibition, by the paintings in a museum, by the costumes in a film, by travel, by unique experiences… I truly believe that inspiration doesn't come from just one place; it's a combination of many personal experiences.
11) How do you come up with ideas for your designs?
I've been working in the industry for over 10 years, designing collections, and I know exactly what my customers expect. I'm usually right about which style will be a hit each collection because I love talking to my customers when they come to the showroom to shop and asking them if they'd like any particular style. I always base my designs on the principles of quality, comfort, and unique design. I like to follow the latest fashion trends in each collection, but always adding that unique touch that sets Micuir apart from other brands on the market.
Every design I create, I always ask myself if it meets Micuir's three core principles: Maximum quality, exclusive design, and attention to detail. I believe this is what truly makes the difference.
12) Where do you see yourself in 5 years?
My dream is to expand Micuir Internacional and promote the "Made in Spain" brand worldwide.
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