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.
TwoJeys has had exponential growth in recent years. How do you feel about your progress since the brand’s inception and what has been your proudest moment in recent years?
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.
How did you two meet and what was the inspiration behind the brand?
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.
Given your background working in social media, do you feel that experience has influenced how you both run TwoJeys?
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.
What exactly were you looking for when creating TwoJeys? Do you think this is also what your customers are looking for?
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
Now that TwoJeys is becoming more global, have there been any changes in the workflow or design process of your work?
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
As you both hail from Spain, do you have any Spanish designers or influences you also look up to or draw inspiration from?
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.
You’ve collaborated with the likes of Chelsea 1979 and Zara. Which has been your favorite collaboration so far?
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 WORLD OF TwoJeys
The World of TwoJeys is clearly defined and well-built. Can you talk us through the process of how you created such a distinct voice and brand image?
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.
Do you have any advice for other brands or creatives in developing their voice?
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.
Your brand draws inspiration from pop & street culture, music, art, and motorsports.
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.
These influences are all aspects that TwoJeys aesthetically identifies with, but are they also reflective of your own personal tastes?
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.
How would you describe the TwoJeys community?
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.
SS25 WITH TwoJeys
Can you explain a little bit about the design elements featured in your SS25 collection?
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.
Do you have a favorite piece in the collection?
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.
What was the creative vision behind this setting?
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.
What do you hope people can take away from this collection?
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
THE FUTURE OF TwoJeys
What stories do you hope to tell through TwoJeys in the future?
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.
Where do you hope TwoJeys is in 5 or 10 years?
Globally recognized, and celebrated as a quality stamp for jewelry.
Lastly, what do you hope those who wear TwoJeys feel or think when wearing the pieces?
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
TwoJeys is available now on HBX. Discover more of the collection on HBX now.