Zara embraces men’s jewelry with TwoJeys collaboration

The fashion chain of the Inditex giant is investing in emerging talent to expand its jewelry division. In collaboration with the Barcelona-based brand TwoJeys, known for its adventurous and progressive spirit, Zara has crafted a contemporary men’s jewelry collection inspired by travel.

Comprising over 45 pieces of jewelry, including chains, rings, keychains, and bracelets, the limited edition capsule focuses on craftsmanship, blending modern design with the unique essence of the Barcelona-based firm.

“TwoJeys is a state of mind. Joan and I first envisioned it during a dream trip along Route 66 in California. Along the way, we couldn’t find any jewelry that captured the essence of our life on the road, so we decided to create it ourselves,” explained Biel Juste Calduch, co-founder of the firm, about the creative process behind the capsule.

In this initial alliance, TwoJeys has also collaborated with Zara to create a new line of clothing and accessories. The result is a collection inspired by the American motor world and the equestrian heritage of the West, featuring pieces such as knitwear and frayed sweaters, jeans with psychedelic prints, and a white leather belt.

Joan Margarit, the co-founder of the firm, expressed that the clothing and accessories collection “seeks to harness our lives and energy to the fullest,” noting that “it is not delicate, not cautious, not shy: life moves at full speed, and so does TwoJeys.”

The fruits of this collaboration will be available on June 3, for sale on Zara’s online platform and in select stores in the UK, U.S., and Europe. However, the pieces from the collaboration will be revealed a bit earlier. On May 30, both brands will present the capsule at an exclusive event held at a ranch in Los Angeles.

Founded in 2019 by creative entrepreneurs Biel Juste Calduch and Joan Margarit, TwoJeys is positioned in the affordable segment with prices ranging from 45 to 125 euros and is currently thriving. Beyond its collaboration with Zara, TwoJeys has recently partnered with the ice cream brand Magnum to launch a limited edition capsule comprising a necklace and a bracelet, available in its online store.

In recent years, the emerging brand has also collaborated with names like the Danish firm (Di)vision for a capsule collection and the German online sales platform Zalando. Additionally, TwoJeys is expanding its physical presence. On May 24, it opened a new boutique in the La Roca Village shopping complex.

Meanwhile, Zara is also undergoing significant initiatives, from launching its children’s “jinbei” collection to bolster its children’s line, to renewing its partnership with the American color specialist company Pantone, and collaborating with the artist Pepo Moreno to create a vibrant capsule collection.

The fashion brand, founded in 1974, had a retail network of 1811 points of sale at the end of last year, including both self-managed stores and franchises. Since its inception, Zara has been part of the brand portfolio of the Spanish conglomerate Inditex, along with Massimo Dutti, Bershka, Stradivarius, Pull&Bear, Oysho, Zara Home, and Lefties.

According to its latest financial data, Zara, which reports its results jointly with Zara Home, Inditex’s home and decor brand, recorded sales of 26.05 billion euros in its 2023 fiscal year, representing a 10% increase in revenue.