We love fashion, but the speed at which it moves is leading it to a total void, and that emptiness is also reflected in society. We will never stop loving it, but sometimes we need to step away to rediscover its essence: the essence of what it was and what it will be in our future.

We do not see fashion as a way to differentiate ourselves from others but as an art that grows through diversity. Let’s put an end to derogatory terms: every style contributes and has contributed greatly to fashion. They might even be its salvation. There’s nothing more beautiful than everyone giving their personal touch, making fashion look different on every individual.

In a time of polarization, balance could be the key to addressing this situation. Let’s recognize that we depend on one another. We believe in the power of fashion, but we cannot allow that unease to grow when buying something. We need durable pieces that make our hearts race and feel magical.

Our whole lives, we follow socially established rules, but when you stop, you realize you’re the only one holding yourself back from doing what you truly love. You are the master of your destiny.

And we have it clear: we are the owners of how we want to feel, of our passion, and of the values we want to share.

Dueñas is balance.
Dueñas is admiration for people who love fashion but want to change it.
Dueñas is for those who know what they want and refuse to waste their time on insignificant matters.
Buying well to feel better.

Dueñas is the result of a joint reflection by two very different people with one common idea: to offer a more conscious alternative from their small universe.

They were clear from the beginning: they wanted fashion that inspires admiration, like the admiration they felt for one another. They believe that, in the world of fashion, that sense of admiration is sometimes forgotten. Every detail of Dueñas was built with people who value themselves because appreciating the person in front of you is essential. Growing with passion and achieving the balance that fashion so desperately needs—that is the true success.

The other day, we heard about a “no-asshole policy” for businesses, and without realizing it, that’s what we’ve embraced at Dueñas. We’ve surrounded ourselves with people we admire not only for their work but also for their humanity and the confidence they bring to everything they do.