Despite its double-starred approach, Spanish brand TwoJeys is a triple threat within the accessories world. Founded in 2019, Joan Margarit and Biel Juste shared a background working in social media, a feat that is distinctive in TwoJeys’ stellar brand identity, designs, and marketing. From creating custom brackets for Barcelona football player, Lamine Yamal, to creating an immersive summer experience for the TwoJeys community aboard a 1950s customized boat, the Goletta, TwoJeys have proven to be as captivating, as they are creative.
The world of TwoJeys demonstrates a successful case study into creating a brand identity so strong, that a mere symbol of twin stars is enough to encapsulate the pop & street culture, music, art, and motorsports from which their designs draw inspiration. This widespread sampling evokes in each piece TwoJeys’ founders’ desire to create a jewelry brand that resonates with men and designs that appeal.
The brand’s worldwide expansion includes the creation of the “best hoodie,” impactful collaborations with motorsports and fashion labels, and its geographical presence, having recently opened a branch in London’s popular Soho district. These prove to be prime examples and only serve to underscore TwoJeys’ universal appeal and significant growth.
With TwoJeys’ SS25 arriving at HBX, we caught up with the founders to discuss TwoJeys' design philosophies, strong identity, and future projects.
Explore more TwoJeys now via HBX. Scroll to read more from founders of the next generation of jewelry.
We’re incredibly proud of the journey we’ve taken. When we started TwoJeys in 2019, it was just the two of us assembling necklaces by hand, driven by the vision of creating something unique in men’s jewelry. Seeing TwoJeys evolve into the leading global brand in men’s jewelry is like a dream come true. One of our proudest moments was opening our first flagship store in Barcelona, our hometown. It was a milestone that reminded us how far we’ve come from the days when we designed, packed, and even shipped everything ourselves from my father’s office.
We met through a mutual friend seven years ago and clicked immediately. We both shared a passion for creating and a drive to do something that hadn’t been done before. The inspiration for TwoJeys came during a road trip along Route 66. It was one of those life-changing moments where everything fell into place. We wanted to capture that sense of freedom, adventure, and individuality in a brand.
Our experience with social media has honestly helped us to better understand our audience and know how to communicate what TwoJeys is all about. We have always been very true to what we like so trying to share a message you truly believe in is not a hard job. Motorsport, skate, western, and music are in our DNA since it's what we really like. The biggest challenge would be in a world full of noise, standing out while being yourself and following your own gut to create a long-term community ruled by culture.
We wanted to create something that didn’t exist but that we were constantly searching for: men’s jewelry that combined quality, timeless design, and a unique personality. TwoJeys was born out of the frustration of not finding jewelry we could identify with.
Our customers resonate with that same idea: they’re looking for pieces that aren’t just accessories but an expression of who they are. Beyond the jewelry itself, our customers seek the lifestyle and sense of belonging that TwoJeys represents
TwoJeys has evolved in every way: from our designs and production processes to our team and community. We started as a small operation, and today we have stores across Europe and customers around the world. Becoming a global brand has definitely influenced our workflow. We are now more focused on building a scalable design process while staying true to our essence. We’ve also expanded our team with talented professionals
Spain has such a rich history of design and craftsmanship that inspires us a lot in the way products are made. We produce all our pieces here to make sure the quality is at the high standard we believe. Even though our aesthetic and energy brand-wise are more related to the Utah desert where we were born, California and its lifestyle from classic cars to surfing or skating.
Every collaboration has been special in its own way. The idea is always to stay true to ourselves despite the size of the partner. Working with Zara was a major milestone for us and also very challenging—it was an opportunity to bring TwoJeys to an even larger audience while blending our vision with one of the biggest fashion brands. But our collaboration with Chelsea 1979 also holds a special place because it came together so naturally. Both brands share the same laid-back and rebellious spirit, fueled by a passion for motorsports.
The TwoJeys universe came about naturally—it’s a reflection of who we are and what we love. From the beginning, we focused on creating not just products, but a lifestyle people could identify with. The key has been staying authentic and being involved in every detail, from designs to marketing campaigns. We also draw inspiration from pop culture, music, and our own experiences, blending them into a voice that feels real and relatable.
Be authentic and stay true to your vision. Don’t try to mimic what’s already out there; instead, focus on what makes you different. Consistency is key to building a strong brand identity, and always listen to your audience—they’ll guide you as you grow.
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We’re currently inspired by the return of retro aesthetics in motorsports and the music scene. Musically, we’re into a mix of classic rock and fresh indie sounds. Pop culture continues to be a huge source of creativity for us, especially when it intersects with art and fashion. We have always been very inspired by cinema. The classics and language inspire us.
We don’t like this fast-paced media consumption that the algorithm is pushing, it’s killing everyone's creativity and affecting the attention span when we try to tell real stories.
TwoJeys is an extension of us—it’s deeply personal. Everything about the brand, from its designs to its campaigns, reflects our personalities, tastes, and experiences. It’s not just a brand; it’s our way of sharing who we are with the world.
The TwoJeys community is like a family. It’s made up of bold, free-spirited individuals who aren’t afraid to stand out. We’re incredibly proud of the connection we’ve built with them—it’s more than just a customer base; it’s a movement.
Our focus for this new season is to create the best design and quality products in the market. While you will see prices increase by 20-40%, the quality will improve by 500%, primarily by working with sterling silver, natural stones, and high-quality finishes.
This represents the natural evolution of the brand and its customers, showcasing a contemporary cowboy perspective—a new way of understanding life and blending different elements to create a special world. Nothing should be obvious anymore; now it's time to revisit the nostalgia and inspiration we've carried since childhood.
Yes, I have many favorites. I believe this will be my favorite collection of the year, as these pieces could be timeless enough to wear every day. It features triple charms, natural stones, and larger chains.
As we always say, we mix our favorite inspirations to create the unique world we live in. Elements like the horse, the bike, the ranch, the track, wheels, horseshoes, Super 8, and guns—all come together. Sometimes, people don’t understand this mix of concepts, but that’s part of the beauty of it. TwoJeys is a contemporary cowboy brand.
Quality, appreciation for details, and a genuine connection between the piece and the wearer’s personality. These pieces should make you feel like you own a part of the unique world we are creating
We want to convey real stories with real people—our friends and family. We understand the importance of evolution, and we will continue to evolve while maintaining our strong roots and energy in everything we do.
Globally recognized, and celebrated as a quality stamp for jewelry.
Our mission is to let our products speak for themselves, assuring the best quality. Our double star, present on every product, should serve as a certified quality stamp. Our customers should feel beyond that—as though they are part of the family we are building
