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Medwinds: The Mediterranean on the Internet

20 December, 2012 team in Barcelona's shop /

A brand on the Internet with Mediterranean DNA: that is how Medwinds CEO Llorenç Fluxà defines his business. We have been discussing the future of this young firm promoted by the Fluxà family, the founder of Camper and owner of labels including Lottuse and Iberoestar.

Medwinds was established in February 2011 as an online fashion firm that sells clothing, footwear and accessories with one principal component: a Mediterranean design. The company opened a physical store in Barcelona in June 2012.

 “Medwinds has and will always have an online spirit, but today we think a multichannel platform is the way forward for a fashion label,” says the man at helm of Medwinds. Although people are increasingly turning to the Internet to shop, Llorenç believes that high-street stores have a healthy future “so it would be a shame not to reach this public,” he says.

It was the Fluxà family’s longstanding enterprising spirit, says Llorenç, which led them to get behind his new fashion venture. He also says the family is convinced that “Internet is the present and the future”.

Faithful to this innovative character, Medwinds is about more than just clothing, and similarly the Barcelona store is more than just a shop. “What we want to do with the store is make it a complete experience for Medwinds fans, a place where things happen and where we can programme events like new launches,” Fluxà says.

More projects

Right now, the company doesn’t rule out the possibility of the Barcelona store being followed by new ones. “It’s all going better than we expected,” the CEO says. “With time we would like to replicate this success in other European cities, to make the label better known”.

Fluxà believes it is vital to go international and adds: “We might come from here, but our aspiration is to be global and to that end we are committed to an online store because we don’t want there to be any barriers”.

Today Medwinds is working on capsule collections with renowned designers which are due to hit the market next spring/summer. The firm is also continuing to work with Danish designer Henrik Vibskov, who is preparing a new swimwear collection.

Slowly but surely, other products related to the Mediterranean lifestyle will be added to the clothing that forms part of the new firm’s offer. “A couple of months ago we began selling HandMed, a range of items handcrafted in different places across the Mediterranean. It’s a lovely project and involves everything from mats made by a women’s community to glass bottles produced by the Can Gordiola factory in Majorca,” says Fluxà.

Taking stock

Medwinds’ heads “are happy” with the first year of the business and the direction the firm is taking and hope “to continue to grow while conserving the spirit of a small label”. They know that the market is moving towards more responsible consumption and the importance of aspects such as sustainability. In this area, they agree that customers in general consider that firms which opt for timeless clothing and green-friendly raw materials provide added value and a differentiated product. Fluxà says: “There is a very strong movement in that direction. We are producing in the Mediterranean and collaborating with local artisans”.

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