Thinking MU

Thinking MU launched in Barcelona in 2007, when "organic clothing" and "sustainable fashion" were barely on anyone's radar in Spain. The founder, Pepe Barguñó, knew the fashion industry from the inside: before starting the brand, he had worked as Innovation Director at a Brazilian cosmetics company, then as Product Director at an iconic Spanish fashion house.

He first launched Intrépida MU together with a team of like-minded people - a clothing brand with aggressive slogans calling out the mass market. It didn't land the way he hoped: attacks and accusations don't translate well into positive change. Better to lead by example, right? That's how Thinking MU came about - a brand with the same values, but one that doesn't point fingers. Instead, it offers a different approach: do less harm to the planet and help repair what's already damaged - soil, communities, supply chains.

All Thinking MU clothing is made from organic cotton, hemp, and recycled fibres. Everything is also Fairtrade-certified, which means the people making the clothes get fair pay and work in decent conditions.

Some pieces have been made from the very beginning in a partner community in Faridabad, India; others are produced in Barcelona. And every label has a QR code with the full story of the garment: where the materials come from, how efficiently it was made, its carbon footprint...
The range includes t-shirts, shirts, dresses, jeans, hoodies, outerwear, swimwear, bags, caps, shoes and socks.

There are four brand stores in Spain. The Barcelona flagship is at Rosselló 220 in the Eixample neighbourhood - the city's main commercial and cultural belt. The Madrid store is in the iconic Salesas quarter, a favourite haunt of independent brands, concept stores and restaurants. In San Sebastián, the Thinking MU boutique is at Plaza del Buen Pastor - the city's central square with its neo-Gothic cathedral from 1897. And in Palma, look for Thinking MU in the historic Sant Nicolau quarter, a pedestrian area between Paseo del Born and Plaça Major.

Today Thinking MU clothes are sold at more than 450 multi-brand stockists worldwide, and over 80% of sales come from buyers outside Spain - which makes the four stores in Spain the only places where you can see the full collection, not just what a third-party buyer picked for their shelves.