Tattoos with the logo of the brand and queue to enter the stores: the phenomenon fan of Nude Project

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Bruno Casanovas

lived in Bali and

in Burgos when they both met through social networks as teenagers.

The friendship crossed the screen and in 2019, when they were both 19 years old, they listened to their entrepreneurial instinct and launched Nude Project, a clothing brand that knew how to take advantage of the possibilities of the digital environment to boost its sales.

Only four years have passed, but the firm closed 2022 with a growth of 500% and a turnover of 11 million euros, according to data from the brand.

And 2023 begins with the opening of its second physical store, inaugurated a few days ago in Valencia.

"The goal was to bill five million at most, ending up with 11 million is something else that we couldn't imagine," explains Casanovas.

When they decided to bet on their project, they did it "without a business plan, without previous preparations, they began by throwing us into the pool, without having any kind of idea of ​​anything, with

says Casanovas.

Even so, in the first month of the online store's existence they billed a thousand euros and they began to think that perhaps the brand could work.

Errors and successes

They learned from mistakes.

One of the most serious gave rise to the firm as we know it today: "Originally, the brand had another name. When we put that first name, we did not register it," explains Casanovas, adding sincerely that it was a "gordísima bundle", because there was already a brand with a very similar name.

At that time, they had to rename the project, still in its initial phase: "The old name started with NP. We decided to open English, French, German and Italian dictionaries and look for

We were there reviewing and making combinations We looked like two nuts."

In the end Nude Project emerged, and judging by the fan phenomenon that has been generated around the brand, the choice was not wrong.

The clothes are made in Portugal and Turkey, are gender-neutral and draw on streetwear inspiration, that is, comfortable streetwear that does not neglect design.

Sweatshirts, t-shirts, caps or pants are some of the items for sale, many of them sold out.

The prices range

depending on the proposal, an amount somewhat removed from the prices of the affordable brands followed by Generation Z, but not inaccessible.

Queues to enter the physical store

Like its founders, the brand is digital native.

Almost all of its sales are concentrated in the online channel and social networks work as a powerful platform to amplify the message and philosophy that it seeks to convey.

Since last May they have also offered content with a podcast where celebrities such as Paco León or Juan Magán have passed through.

"The projection that these platforms give is much greater than it has ever been. We have the opportunity to reach so many people,

reflects the young businessman.

However, they were clear about the need to make the leap into the physical world.

Bruno Casanovas considers it

for "any brand that wants to solidify its image in a country, a physical store is necessary and made not only in a transactional way, but generating an experience for the customer."

The Nude Project store in Valencia, recently opened.

The leap came last May, when they opened their first physical store.

The place chosen was Madrid's calle de Fuencarral 47, one of the great commercial arteries of the capital.

Several months after its inauguration, anyone passing by the store will be able to see a long line of young people waiting to enter.

But, if what is sold can also be bought on the web, why are customers queuing up?

That experience to which Casanovas alludes seems to have a lot to do: "The physical spaces as we have approached them are a place where the client can be

and he acknowledges that the physical format has "something with which online will never be able to compete, because it is something irreplicable today".

One more step

At the beginning of January it was the turn of the Valencia store (in Calle de Martínez Ferrando, 1) and the queues of fans eager to break into the new space returned.

There was even

the night before to be the first to enter.

"I've met people who have made friends in the queue," says Casanovas about the consequences that the Nude Project phenomenon has beyond sales.

The built community is not only strengthened through the digital universe, marketing is key in the brand and the strategies that seek to surprise and connect with their audience work as a loyalty tool.

In 2022 they made

as they have baptized the ephemeral events that renew the classic pop-up, combining the shopping experience with elements close to the streetwear aesthetic that the brand sells.

In these roving shops there may be skateboard ramps or tattoo parlors.

According to Casanovas, last year "more than 150 tattoos of the brand's logo" were given to young people who visited these limited-time stores.

What other firm with less than five years of existence could have generated so much closeness with its public that they get its logo tattooed?

Between few or none.

Rauw Alejandro and Joe Biden's granddaughter among their clients

The data available on Nude Project's clientele reflects a young audience, "between 16 and 28 years old," Casanovas points out.

And among them there are celebrities like

Last year they collaborated with the singer Rauw Alejandro, designing some sweatshirts for the release of the album 'Trap Cake Vol. 2' by the Puerto Rican artist.

But without a doubt the most unexpected fan of the Nude Project is

the granddaughter of United States President Joe Biden.

When the politician visited Madrid last summer for the NATO summit, he did so accompanied by part of his family.

And her granddaughter, who is the same age as the firm's founders, took advantage of the visit to go shopping in the capital.

She entered the Nude Project establishment in Fuencarral twice and Casanovas explains that she "took a lot of things and she wore it that same day."

Casanovas and Benlloch in their Madrid store.

In terms of sales, the Spanish market is the majority, with 70% of customers, but in the near horizon they

"We have an international focus for this year, we want to take pop ups abroad and we are going to touch main markets such as Italy, Germany and Portugal for us."

The brand is based in Barcelona, ​​where they have an office team of more than 30 people (in total, including store staff, the number of employees amounts to 45), so it is not surprising that their next physical store in Spain be in the Catalan city.

As Bruno advances, they "plan to open a store in Barcelona in February, in the Portal de l'Àngel area".

Of course, the year has started strong for this brand led by two twenty-somethings.

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