TwoJeys teams up with Real Madrid player Marcelo for jewelry collection
One only has to scroll through a few Instagram fashion accounts to identify one of the most beloved jewelry brands among millennials and Gen Z. In a span of only three years, the firm founded in 2019 by Joan Margarit and Biel Juste, TwoJeys, has quickly become a recognizable name in the sector. Its rapid success was driven by its unisex, accessible, and timeless jewelry handcrafted in Spain. The brand bases its image on a family-centered philosophy and counts on collaborations with influential figures, such as actor Manu Ríos who starred in the Netflix series “Élite” and who recently joined forces with the brand to create the “Love Me Love Me Not” collection.
In order to develop its budding business and with an "irrepressible desire to continue to grow", TwoJeys teamed up with captain of the Real Madrid soccer club, Marcelo Vieira. Dubbed "TwoJeys x M12", the collaboration between the brand and the Brazilian defender consists of a series of four silver jewelry pieces, including a chain necklace, a ring, an earing and a bracelet, all of which are available now on the brand's website priced between 54.95 and 89.95 euros. This interdisciplinary alliance is the result of Marcelo Vieira's interest in other industries outside the pitch, such as business, music or fashion, which the sportsman materialised together with the creative agency The Crown Creators, founded in 2019 by Guzmán Colilla and responsible for his representation, as well as that of other sportsmen such as Carlos Sainz Jr.
"Marcelo is a player who has always inspired us and who transmits personality and creativity, both on and off the field. It was clear to us that we wanted to collaborate with him. Inspired by the Brazilian air that he himself exudes, M12 captures that distinctive universe within the Carioca world set in a 70's style barbershop in Rio," Margarit and Juste, founders of the jewelry firm, told FashionNetwork.com about the recently launched collaboration, which was accompanied by a colorful vintage-style photo shoot, as well as a retro aesthetic video, in which Marcelo himself portrays a barber in search of the perfect haircut.
This same week, the player also served as a model in the campaign for the soccer club’s 120th anniversary collection made in collaboration with Japanese cult designer Yohji Yamamoto. The athlete posed alongside other Real Madrid players such as Karim Benzema and Marco Asensio.
According to the young entrepreneurs, who have amassed 288K followers on their jewelry brand's Instagram account, the collection is "an elegant proposal" with sophisticated details "reflected in the earrings featuring zirconia gemstones". They have also attempted to have the project serve as "a nod" to the player’s hair, creating their own “afro comb for this collaboration.”
Born as a disruptive and digitally native brand, TwoJeys is among a handful of emerging Spanish fashion start-ups on the horizon. Juste and Margarit’s firm has also just recently signed a collaboration with German e-commerce giant Zalando and has introduced the innovative cryptocurrency payment method to its online store. According to the latest available data, the firm recorded sales of 2.5 million euros in 2020 and was aiming for a turnover of 5 million in 2021, for the purpose of consolidating its position as a lifestyle brand and expanding its business into international markets.
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