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SHOP BRAND WE ARE OUR PLACE
HAPPY WHAT?
A different perspective that does not limit you
Helena
I was always an ordinary girl, or at least that’s how it seemed from the outside. I had friends, I never suffered from bullying, but there was something in me that made me feel different. Maybe it was the education I received at home or my natural sensitivity, but from a young age, I connected with people who seemed to be isolated, people who couldn’t be themselves.

I was a warrior girl, short but powerful, though I understood that not everyone had the same strength, and we are here to face that.

Since I was 7 years old, I protected under my wing the one I considered my guardian angel: the first boy I met who knew he wanted to fly, but circumstances, education, and his environment did not allow him to. We never had to talk about it; our looks said it all. No questions were needed. While others talked about boys or what we were supposed to do at our age, we preferred watching El Diario de Patricia, playing Trivial, or getting lost in adventures in the countryside. That, in a small town, was the most beautiful thing.

Over time, I began to see things more clearly. The LGBTQ+ community became a natural part of my life. Words like fag hag or feminist, which some used as insults, were a source of pride for me. Because yes, although many think that Dueñas is only for men, the reality is that there are also women here to support, listen to, and accompany those who still cannot shout their truth.

Dueñas is not a “label”; it is a way of living. We are those who understand, support, embrace, and celebrate the freedom to be whoever one wants to be. Those who enjoy complicity, sisterhood, and love without prejudice.

That is why today we do not celebrate International Women’s Day. Because as long as equality remains a struggle instead of a reality, there is nothing to celebrate. We continue on this path, building a fairer, freer, and above all, more loving future.

And you, do you want to be part of this beautiful story?




At Dueñas we talk about...
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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ODE TO OUR TRADITIONS
Dueñas celebrates the cultural richness of Spain by blending tradition and modernity in its designs, honoring its roots while embracing the future. The brand inspires authenticity and freedom, paying tribute to those who overcame the fear of being themselves. Each product is a bridge between the past and the future, reflecting evolution and cultural narrative.
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YOUR CODE, YOUR LAW
The evolution of our style reflects internal changes: before, colors expressed emotions; now, we seek comfort and simplicity. Trusted basics and a minimalist wardrobe allow us to face challenges with true attitude and elegance, based on confidence and authenticity. What matters is not the color, but how it makes us feel.
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THE BEST GIFT
This year, our letter focuses on valuing the essentials: authentic happiness, genuine connections, and meaningful moments. At Dueñas, we design bags that celebrate authenticity and durability, far from fleeting trends. Gifting a Dueñas bag is gifting purpose, history, and quality. Because what matters is not accumulating, but choosing with heart and what makes you happy.
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