Bruno Casanovas and Alex Benlloch started Nude Project in 2019 with 600 euros, a shared dorm room in Barcelona and no particular plan beyond making something they'd actually wear. They were 19, met on the internet and knew nothing about running a company.

What they did know was how to tell a story. And that turns out to be the thing that matters most.

Most brands treat content as a support function. Something that exists to sell what's already been made. Nude Project inverted that from the start. They don’t promote just with content in mind, but more the Nude Project world itself. 

Bruno and Alex documented everything. The early chaos of building a brand with no money and no roadmap. production problems, wins, losses and the team moments that weren't meant to be performative. Their community were present for it all. That kind of proximity doesn't come from a strategy document or an agency moodboard. It comes from founders who didn't know how to be anything other than themselves.

The phrase they kept returning to was "by artists, for artists." Not a tagline. A worldview. The brand was created for people who create, who feel slightly outside the mainstream, who'd rather build something than consume it passively. They called that community the misfits. The kids who fell asleep in class. We can relate.

One of Nude Project's most deliberate moves was the podcast. Bruno and Alex sit with Spanish artists, musicians, entrepreneurs, and cultural figures for half-hour conversations. Their guests wear Nude gear throughout. Nobody's selling anything directly. 

What it does is keep the founders in the room, quite literally. Visible, present, opinionated. The brand has a face because it has two and those faces have actual relationships with the people they bring in. Rauw Alejandro wore the clothes. So did Quevedo, Maluma, and eventually Madonna. None of it was paid placement. They built relationships first, and the cultural association followed.

That's a harder thing to replicate than any visual identity decision.

By 2023, Nude Project was a 26 million euro brand, selling in over 200 countries, and running stores in Madrid, Barcelona, Valencia, and Milan. The Miami pop-up in late 2025 drew queues that surprised even the founders. Bruno said they arrived not knowing if anyone in the US knew the brand at all.

What's interesting about the growth is what didn't change. The social content stayed imperfect. The founders stayed in it. The drops still generated genuine hype rather than manufactured scarcity. When they opened the Milan store, they put Alex's grandmother at the centre of the launch. That one image said more about what Nude Project actually is than any campaign they could have commissioned.

Bruno has spoken about a tension he feels between growing the brand and preserving what makes it work. He said once that in fashion, selling more doesn't always mean being cooler. Sometimes it’s the opposite. That's someone who understands the thing they've built and is genuinely worried about losing it.

The world Nude Project built isn't small. The numbers make that clear. But the spirit behind it has stayed close to what it was in that Barcelona dorm room. Two people who wanted to create something that felt real, showed their process, and let people in.

Most brands at this scale have cleaned themselves up. The edges get smoothed. The founders step back. The identity gets handed to an agency. Nude Project has resisted that, not because it's strategy, but because Bruno and Alex, from what we see, enjoy being inside it. That's the rarest thing. A brand world that the people who built it still want to live in.

Six years in, nine stores, 26 million euros in revenue, and the founders are still on the podcast every Sunday. Still showing up to their own pop-ups. Still dressed in the clothes.

The world held because the people who made it never left, and you can’t put a value on that.

Shot of the good stuff.