[Not Yet Available in Japan] Connecting Through Empathy, Not Just Selling—How the Spanish Brand Zubi Nurtures Your Own Style

Architecture, travel, music, and conversations between sisters—born in Madrid, Spain, Zubi has built a quietly resolute worldview, centered on the idea of "clothing that enriches your everyday life."

It's neither mass consumption nor flashy trends. These sincere items serve as reminders of your authentic self every time you pick them up. Behind this is the aesthetic sense of sisters who have honed their careers in different fields, and their dialog with a community that shares their sensibilities.

They don't just "sell." Instead, they create from resonance—a philosophy of craftsmanship at the heart of Zubi. We spoke with Zubi's co-founder, Elena Zubizarreta, to learn more.

The Origin of the Sisters: A Story that Started With a Small Bag

Based in Madrid, Zubi began as a collaboration between sisters Elena and Mercedes Zubizarreta. Elena studied business and gained experience in marketing and sales at foreign-affiliated companies. Meanwhile, her sister Mercedes majored in architecture and even ran her own interior studio for a time.

"We each worked in completely different spheres, but somewhere along the way, we always had this feeling that one day we'd make something together."

The brand name "Zubi" is derived from their last name, "Zubizarreta." The name carries a quiet intent: a relaxed yet unmistakable aesthetic and a resolve never to forget family or their roots.

"The very first thing we made was a small clutch bag. Honestly, it felt like an extension of play. We've always loved fashion, and even opened a vintage market together. Although 'sustainable' wasn't a common term back then, perhaps we were seeking our own way of creating a sense of circulation."

That was the humble beginning of Zubi, which has since steadily expanded its reach across the globe.

At first, they sold bags featuring travel photographs at private home sales. Eventually, they launched their online store. The creative idea of transforming travel memories into bags and their sincere approach to craftsmanship have become hallmarks that deeply resonate with the brand's audience.

"I'm drawn to countries full of rich history and a blend of different cultures—places you could spend a lifetime exploring. Whenever I visit such destinations, I find myself snapping photos of everything from natural landscapes to city scenes," says Elena, who dreams of traveling to Japan herself one day.

"I don't think it'll be long before Zubi releases a bag printed with photos I've taken in Japan."

Aesthetic & Sensibility that Fit Seamlessly into Everyday Life

"I believe the beauty of Zubi lies in the everyday. We create products that support women who want to move through life with confidence—simple and practical, but with a special twist. We stay true to bold silhouettes, beautiful materials, and the high-quality Spanish-made craftsmanship that defines us."

Behind this aesthetic lies Mercedes' architectural sensibility. Their campaign visuals are often shot in mid-century homes and evocative spaces brimming with narrative. This sharp instinct for form and ambiance enriches Zubi's unique worldview.

"Architecture, music, food, travel—everything we love is infused into Zubi. Sharing that with our customers is at the heart of our brand."

In fact, they were among the first Spanish fashion brands to launch a podcast domestically. Not only do they offer products, but also share their philosophy and sources of inspiration. This is what elevates Zubi above being "just another fashion brand."

Thirteen years since its founding, the journey has not always been smooth sailing. Challenges included the impact of the pandemic, a business model shift from wholesaling to direct sales, and taking on new categories.

"Launching our ready-to-wear line over the past few years was one of our greatest lessons. It has now grown to account for more than half of our sales, but developing it and figuring out how to communicate it was truly a major challenge.

"This experience taught us that effort, flexibility, and resilience are the keys to success. We're always evolving, and we try to return to what truly matters."

Resonance over Expansion: What's Next for "Zubi"

Their shop in Madrid is both their home base and a wellspring of inspiration. The capsule collections they launch gently communicate their concepts in quiet, thoughtful ways.

"We don't want to do it all. We want to continue only what has meaning, with care. We aim to deliver clothes for everyday life, clothing that connects sensibility and practicality, through the unique 'Zubi' perspective. That is the vision that will always remain unchanged for us."

The two define fashion as a "means of communication" and seek to use their brand to create spaces for dialogue. Their desire to go beyond clothing as product—to be close to the lives, thoughts, and emotions of those who wear them—shines through in the thoughtful texts included on their product pages and in the daily conversations on social media.

"We want 'Zubi' to remain a niche brand. We don't have to be accepted by everyone. We just want to be deeply connected with the women who resonate with our worldview," Elena says, her expression unwavering.

Staying true to your senses. Reflecting on your relationship with the world. And cherishing yourself. "Zubi"’s pieces embody all of this with lightness and ease. It’s a brand that quietly supports the days when you nurture your own sense of style. That is what "Zubi" is about—and its unwavering approach to beauty resonates with many women.