Hello world,
The world is changing, and it's doing so at a crazy speed. It's amusing that many don't realize it. It's been happening for years, but now you can feel it.
We no longer fit into rigid organizations where one person dictates what to do, and others obey without question. We are heading toward a future where freedom is becoming increasingly powerful.
FROM "ME" TO "WE"
The revolution that society is crying out for
Anthe, James, Alba and Álvaro
We are witnessing unusual alliances between sectors, something unthinkable just a few years ago. Millennials, who have lived through this change, have experienced what we call the “impostor syndrome.” While professions evolved, the mindset remained anchored in old structures. Generation Z has entered the workforce knowing it has come to change the norm, and its ability to adapt has been greater. Fresh ideas, innovation, and creative solutions emerge from unexpected combinations when everyone has a voice to propose, share, and offer a new vision.
Success is no longer solely dependent on those at the top. While experience is important, it doesn’t always guarantee being right. Young people are teaching us more and more, and it’s vital to learn from them without losing sight of their perspective. What worked yesterday no longer works today. Ruthless competition, extreme individualism, and the belief that success is achieved at any cost are no longer valid. Now, more than ever, one idea resonates strongly: the “we” is here to stay. This shift is not just a new way of working; it’s a more human way of connecting, creating, and living.
From Individual Competition to Collaboration
In the past, winning meant standing out at any cost. However, we now understand that those attitudes, often tedious, were merely insecurity disguised as toughness. If we want to move forward, it’s logical that we must change. Life should be approached with humor, but with humor that includes everyone. We can no longer accept the “it’s always been done this way” mindset, because change is here to stay. The “we” is the key to building a more inclusive, collaborative, and conscious society.
Are you ready to be part of the change?
At Dueñas, we understand that this change goes beyond traditional sectors. We believe that the transformation toward a more inclusive and conscious model is not just desired but necessary.
We invite you to join us. The future of fashion is for everyone!
At Dueñas we talk about...
DRESS HOWEVER YOU WANT
Fashion is a form of expression, not a rule to follow. At Dueñas, we embrace authenticity and freedom, designing versatile accessories that break labels. Your style should reflect who you are, without fear of trends or imposed norms. Owning your style means owning yourself.
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SPEAK WELL OR BAD?
Dueñas is a unique scent that blends tradition and modernity, with notes of Malaga biznaga, Calanda peach, and leather. More than just a perfume, it’s an experience that connects with roots and awakens memories.
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DO YOU WANT A HUG?
A father's hug makes you feel protected, just like a well-designed bag can give you that sense of security. In the end, what matters is the attitude with which you face everything. Dueñas creates bags that blend style and comfort, giving you a touch of control and calm in the midst of the daily hustle.
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HAPPY WHAT?
Since I was little, I felt different and protected those who couldn’t be themselves. My connection with the LGBTQ+ community grew naturally, and words like fag hag or feminist became a source of pride. In Dueñas, we support the freedom to be and live without prejudice. Today, we do not celebrate International Women’s Day; we continue fighting for equality.
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I WOULD LIKE TO BE A WINE
Wine is more than just a drink; it is a gateway to authenticity, tradition, and connection with the present. A well-served glass awakens conversations, emotions, and sensory journeys that invite us to live in the moment. Like wine, Dueñas represents that blend of art, passion, and artisanal essence. Toasting is more than an act; it is a celebration of what is real and truly worthwhile.
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VISUAL SENSITIVITY
Javi Rico transforms the everyday into art through his visual sensitivity and meticulous attention to detail. His photography balances technique and emotion, showing that true magic lies in observation. At Dueñas, we share this vision: valuing the small moments.
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A SUNDAY OF EMOTIONAL HANGOVER
We celebrate our first anniversary with gratitude and excitement, reaffirming that we don’t just sell products—we create authentic experiences. Along the way, we have faced fears, learned, and understood that good vibes cannot be copied, they are generated. Our event was the culmination of effort, passion, and community, leaving an emotional hangover filled with pride. Thank you for being part of this journey.
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BREAKING MYTHS AND LABELS
At Dueñas, we’ve always sought more than just collaborations; we want real connections with people who feel fashion the way we do. This first year has shown us that authenticity is what truly matters, and that our community, regardless of gender, values fashion as an attitude. Thank you for being part of this journey, for every bit of support, and for continuing to grow with us.
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WHAT MATTERS, IS SHARED
Dueñas is born with a clear philosophy: what is essential is shared and endures. We believe in authenticity, emotion, and connection through objects that tell stories. Inspired by art, fashion, and technology, we seek a balance between innovation and humanity. In a disposable world, we bet on what is lasting, real, and shared.
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ODE TO SUSTAINABILITY
Dueñas approaches sustainability with honesty, acknowledging that perfection does not exist but maintaining a real commitment to responsible decisions. Its focus is on transparency, authenticity, and rethinking fashion based on fundamental values. Inspired by quality over quantity, it seeks to create beautiful and sustainable pieces.
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