EXCLUSIVE: Spanish Men’s Label Unfeigned Debuts First International Flagship in Paris’ Marais
PARIS — Men’s label Unfeigned has opened its first international door in Paris’ Marais, as the young Spanish brand expands its retail footprint outside of Madrid.
The young brand, founded by Rafa Gomez in 2019, has fast seen retail success and has big growth ambitions. It’s carried by 52 retailers worldwide, with the U.K., U.S., and Japan its strongest markets.
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The interior of the Paris store takes its design cues from the Madrid location, while adding new textures to give the Marais space its own identity and giving traditional materials a modern makeover.
“It’s a new take on classics, so it’s pretty much what we are trying to do with the clothing design,” said Gomez.
The new 750-square-foot space extends the brand’s Spanish-style-meets-Scandi-minimalism to retail, combining raw materials with industrial and contemporary textures, including painted clay bricks, stainless steel racks and mirrored walls. It relies on clean lines, neutral colors and bright natural light to create a store that is connected to the Madrid aesthetics, but with its own Parisian flair.
One unique touch is a popcorn-sprayed wall coating reminiscent of 1970s-style ceilings, but in this more environmentally friendly incarnation the texture is made from sprayed cotton.
Interiors for the space at 22 rue de la Perle were overseen by French rising star architect Ana?s Fernon, who blended these elements for the new store. She added touches like clothing racks in the dressing rooms that surround small stools for added seating.
Gomez picked the prime Marais location for its similar feel to the trendy Salesas district.
“The location we have in Madrid is also kind of like the vibe in the Marais, it’s a very small [store] but the area is full of arty, multibrand boutiques and beauty stores,” he said.
Former tech executive Gomez launched the brand just five years ago with sustainability — and dependability — in mind. That resulted in an approach that builds on what it call its “never out of stock” staples, key pieces available year-round so that the Unfeigned clients can always find their favorite basic.
Seventy percent of the collection falls in this category, while the remaining 30 percent changes seasonally.
“We are building a really strong base in permanent garments, so our customer can find them in every collection,” Gomez said. “Then we are playing around with the remaining 30 percent — seasonal colors, new design, and more.”
The “more” includes special capsules and collaborations to come.
Gomez was spurred by his quest to create the perfect T-shirt, and the brand’s ultra-heavyweight version that still proves to be its most popular item. Tech-infused pieces are also top sellers.
The brand’s sleek but relaxed technical garments are a hit with its key demographic, which Gomez pinpoints as tech executives or bankers between 40 and 55 years old who are willing to spend on high quality pieces that will last.
It’s also “a very good moment” for a brand like Unfeigned as the luxury market roils. The brand is elevating staple pieces, creating sleek silhouettes on puffer jackets for example, or taking menswear classics and updating them with streetwear cues. Unstructured blazers in water-repellent recycled nylon, or drawstring trousers on a suit is one such look.
With its Spain-meets-Scandi aesthetic, the pieces combine classic fabrics, such as water-repellent wool, with performance features, such as technical linings.
“Fashion in general, in our niche segment, is going in that direction because stock is a problem,” said Gomez. “Since COVID, stocks have been like a punishment from several brands. We think having this kind of collection is going to help us to grow…we can see that the product is working.”
Gomez cites ease for the professional customer who knows he can rely on the brand for new takes on classic pieces he loves season after season. “He’s not looking for the trend or for ‘fashion.’ He’s looking for a product that works in the world and that he’s comfortable with.”
In the Madrid store, the brand has wide appeal to locals and tourists alike, said Gomez. With a busy location in the trendy Salesas district, Unfeigned has honed its retail strategy.
“Our clientele is very international, so we got a lot of feedback from other countries, which is awesome considering that we’re gonna go to the most touristic destination in the world,” said Gomez. He cites a wide range of consumers that seek out the brand, including clients from across Asia, as well as Mexico.
The space also functions like a concept store, welcoming brands the Unfeigned team believes are attractive to their client and complementary to their brand. Those brands include footwear from Merrell, New Balance and Saucony, packs from Caribou Gear and bags from Sandqvist. Having a full range of products from other labels “offers a complete, total look,” plus the brands share similar values.
Paris had long been a goal as the second location in part due to the city’s stake as the fashion capital, but also due to family ties.
“We have been in touch with the country for a long time, and in terms of fashion, Paris is the place to be,” he said. “For our target market and [proximity to] trade shows and wholesale, it’s a very good place for the brand.”
Case in point, it presented at the Welcome Edition trade show that ran during Paris Men’s Fashion Week.
Following Paris, Unfeigned has its sights set on London. “It is on our roadmap,” said Gomez. The brand is scouting for space, with an eye on 2026. “We are now looking for spots and locations there with several agents. We are ready to go there.”
Gomez said that sales have grown at a steady clip over the last five years. “We are a really young brand, and every year has seen an increase for us. We are in that time now of growth,” he said.
B-Corp certified Unfeigned produces 80 percent of its collections in Portugal, with the remaining 20 percent, mostly shirts, produced in Spain. All fabrics are sourced from those two countries, as well as Italy. There they are working with textile manufacturer Olmetex for its high-performance technical fabrics.
The boutique officially opened Thursday night during men’s fashion week, bringing together clients, fashion week attendees and buyers from the Welcome Edition trade show. It was a raucous affair complete with Mescal-based cocktails.
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