How was Cus born? What made you decide to create a brand with such ethical and sustainable implications?
Cus was born about 11 years ago with the philosophy of being a sustainable brand from the beginning. We have always maintained a local production and have established specific criteria for our fabrics, focusing on naturalness and avoiding the use of viscose and synthetic fabrics. Although this development process was gradual, it was sustainable and successful, especially in the international market, where the brand was very well received.
However, after about 8 years of operation, I felt the need to rethink our brand, as it was not being completely satisfactory for me on a personal level. The growth of the company implied a series of responsibilities that, as a designer, were not particularly rewarding.
It was at that moment, motivated by a personal, somewhat extreme situation, that I made the decision to change something fundamental in the direction of the brand. I was devoting more and more time to logistical issues and less and less to creative design, beauty and enjoying the pleasurable moments that are experienced when surrounded by inspiration.
One of the fundamental pillars of the brand for me has always been sustainability. At the time, the word 'sustainability' was starting to appear everywhere, and this led me to reflect on what it really meant to me and how I could take my product one step further in a market saturated with 'sustainable' brands.
It was in this context that the idea of having my own workshop came up, something I had always been excited about. I was attracted to the concept and the implications of having my own workshop.