unfeigned - Spain’s Quiet Rebellion Against Fast Fashion.

In the age of algorithmic taste, unfeigned feels refreshingly human. It’s the kind of brand that doesn’t shout its credentials from a rooftop in Shoreditch or spam you with a manifesto about “timeless design.” Instead, it just is - quietly refined, unreasonably wearable, and completely uninterested in the dopamine loop of hype cycles.

Founded in Madrid by Rafa Gomez, unfeigned is one of those rare fashion start-ups that didn’t begin in a moodboard frenzy but in a moment of annoyance. Rafa - a tech entrepreneur with a background in law and economics and a self-confessed sneaker obsessive - couldn’t find a white T-shirt that could survive more than a few washes without losing its dignity. So, he made one. That frustration became a blueprint for something bigger: a family-run menswear label committed to what he calls “elevated ease.”

Minimal effort. Maximum consequence. #Unfeigned

On paper, it shouldn’t have worked. A founder from Malaga with zero fashion training, building a minimalist men’s brand out of Spain - a country more associated with flamboyant tailoring than Scandinavian restraint. But that’s precisely the point. unfeigned doesn’t play to type. It’s Spanish in spirit but Nordic in discipline - clean lines, soft architecture, and an understated confidence that feels equally at home in Madrid, Malmö or Melbourne.

Rafa’s sister, Maria - the only one in the family with formal fashion training, having cut her teeth under Mary Katrantzou - shapes much of the label’s visual identity. Her eye for balance and texture gives unfeigned its editorial gravitas. Together, the Gomez siblings (there are five involved in total) form a kind of fashion cooperative - half family business, half design lab - working from a headquarters discreetly tucked behind their flagship store in central Madrid.

The brand’s early ascent was swift and almost cinematic. Within twelve months of its founding, unfeigned was showcasing a 60-piece capsule at Pitti Uomo in Florence and Seek Berlin - two of menswear’s most credible proving grounds. The timing was uncanny: just before COVID hit, unfeigned had already captured attention for its blend of utilitarian silhouettes and tactile fabrics. Technical jackets sat alongside velour two-piece sets and wool-check gilets - proof that comfort and sophistication can, in fact, share a wardrobe.

unfeigned’s aesthetic sits in that ambiguous sweet spot between streetwear and tailoring - where the hoodie meets the herringbone blazer.

Think of it as the spiritual cousin of brands like Aimé Leon Dore or Auralee, filtered through Mediterranean sensibility. The result is an everyday uniform for men who care about what they wear but refuse to look like they’ve tried too hard.

Sustainability, for unfeigned, isn’t a buzzword but a baseline. Their materials are predominantly organic or recycled, and their production partners are certified under stringent European standards. But Rafa is clear: “It’s not our headline, it’s our habit.” The brand’s original manifesto reads more like a design thesis than marketing copy - a quiet rebuke of greenwashing disguised as minimalism.

When fashion stops trying to be interesting and just is.

There’s also a quiet confidence in how unfeigned approaches the market. They’ve resisted the urge to over-expand or over-explain, preferring organic growth and word-of-mouth credibility. Their flagship store - opened in Madrid’s Justicia neighbourhood - reflects this ethos: serene, functional, and free of the visual noise typical of fast fashion. The kind of place you walk into and immediately lower your voice.

At its best, unfeigned recalls what Margaret Howell did for London menswear or what Our Legacy continues to do for Stockholm: create clothing that transcends seasons and geographies. But unfeigned does it with a distinctly Spanish softness - a kind of Mediterranean understatement.

The brand’s Spanish roots remain unmistakable - sun-warmed, quietly confident, and built on family rhythm - yet unfeigned has never felt confined by geography. Its design language speaks fluent international, finding easy conversation at Pitti Uomo, Welcome Edition Paris, and across a steadily expanding global fanbase. London is next on the horizon, though, true to form, they’ll only cross that bridge when the fit feels just right.

In an industry obsessed with acceleration, unfeigned’s pace feels radical. It’s not a disruptor brand; it’s a calibrator - quietly redefining what modern menswear can be when family, craft, and curiosity align.

In a world of overhyped logos and overstated mission statements, unfeigned has done something quietly extraordinary: made simplicity seductive again.

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Words by AW.

Photos courtesy of unfeigned.