Collection: Thinking MU

Barcelona, late noughties. Pepe Barguñó and a group of friends launch the Intrépida MU project — one of the very first fair-trade fashion ventures in Spain, at a time when ecological fashion is barely discussed there. It grows into Thinking MU, named after a Jack Russell terrier called Mu. From the start, one simple equation holds: make clothes with common sense. Organic materials, fair production and Mediterranean joy, because integrity without joy convinces no one. The brand's key bet is hemp, a plant fashion long ignored: it grows fast, uses a fraction of the water cotton needs, requires no pesticides, captures CO₂ roughly twice as fast as forest, and benefits the soil instead of depleting it. Thinking MU monitors the entire chain from fibre through weaving to printing and puts a QR code on every garment so you can trace the production journey of each individual piece. The TRASH line goes further still, sewing new items directly from textile off-cuts and waste. Add Fairtrade and GOTS certifications as a given, not a campaign. Today the Barcelona brand sells in roughly thirty countries, with over 80 per cent of revenue coming from outside Spain. And yet it still feels like a crew that surfs in the morning and invents a T-shirt in the afternoon. Contemporary Mediterranean with a twist: sun, colour, headquarters just off the beach. And underneath it all, hard, traceable data. In exactly that order, because that's how it should be.