In The Middle

In The Middle is a men’s brand created in Tulum by three women, each arriving at the project through her own path. Francesca Durante was born in Italy and began her journey in Tulum with Wanderlust Tulum Boutique. Later, together with Noelia Pretini, who came from Argentina, she launched La Tiendita Tulum. The project has since moved to the bohemian town of San Miguel de Allende, and its place on the beach road was taken by the brand Malvia. The next step for these entrepreneurial women was the creation of In The Middle, with the participation of a third partner, Evelyn Rigonat, also from Argentina.

The brand took shape within tulumismo, a style that emerged from the atmosphere of Tulum, where physical comfort and refined simplicity became essential. There is no clear divide between workdays and weekends, no clothing “for the office” and “for going out.” For this reason, the men’s wardrobe is conceived as everyday wear: calm silhouettes, natural fabrics and slow fashion pieces not tied to seasonal trends.

The In The Middle store is located on Tulum’s only beach road, running along hotels and beach clubs, alongside other local brands. The collection is built around linen clothing — shirts, trousers and lightweight pieces — and is complemented by restrained accessories and bold jewelry that continue the same functional and understated line.

Here, it is easy to put together a complete men’s look shaped by tulumismo — relaxed, effortless and perfectly suited to an unhurried life in a hot climate.