TwoJeys Lands on Regent Street With 10th Flagship Store in London

Since its 2019 inception on a dusty road trip along Route 66, TwoJeys has evolved from a grassroots jewelry project into a global cultural lighthouse. With the opening of its 10th flagship store on London‘s iconic Regent Street, founders Biel Juste and Joan Margarit are not just expanding their retail footprint — they are solidifying their status as the definitive architects of modern man jewelry.

At the heart of the Barcelona-based TwoJeys phenomenon is a disruptive philosophy that finds the elegance in trial and errors. By rejecting the sterile perfection of traditional jewelry, the brand has created a new standard where “beautiful scars” in sterling silver are celebrated as marks of authenticity. This mindset resonates deeply with a generation of rock stars and pop icons who view their accessories not as status symbols, but as spontaneous emotional expressions. Each piece is designed to be lived in, layered and toughened by the “fast life.”

Beyond the aesthetic, TwoJeys’ importance to the culture lies in its radical commitment to local craftsmanship with a global vision. While most competitors outsource to mass-production hubs, TwoJeys forges, designs, and prototypes its icons in Spain. As they take over Regent Street, the brand continues to prove that in a world obsessed with polish, there is true freedom — and a massive community — found in the imperfect. Hypebeast caught up with founders Biel and Joan ahead of TwoJeys’ London store opening to discuss the future of the brand and what it means to debut their 10th flagship store.

Hypebeast: Opening your 10th store in London’s Soho is a massive statement. Looking back at the early days in your father’s office, what specific cultural shift in the UK market signaled that it was time to establish such a major physical footprint there?

Biel Juste and Joan Margarit: For us, the UK has always been a huge source of inspiration. We feel a very strong connection to London as a cultural hub for so many things that influence us, from architecture and music to the fast pace of life, the roughness of the city, and the passion around football and street culture.

Since day one, the UK welcomed TwoJeys, first online and later through special retail partners such as Selfridges and END. London quickly became our strongest international city. Two years ago, we opened our first store on Brewer Street, and now doubling down with a second location on iconic Regent Street feels like a natural step.

There is a strong cultural match with our brand and the worlds we come from, including skate, music, and street culture, and we have always felt that the UK audience truly values quality, especially when it comes to materials like sterling silver.

The custom piece for Lamine Yamal was a viral moment that merged the worlds of elite football and bespoke jewelry. Can you walk us through the creative process of designing for a Gen Z icon of his stature and what that moment meant for the brand?

The creative process was very organic. Our initial idea was simply to bring jewelry onto the pitch in a meaningful way, especially considering that players have not been allowed to wear jewelry during matches for the past 20 years. We wanted to approach that limitation creatively.

We have been FC Barcelona fans since we were kids, going to the stadium with our parents almost every weekend for over 20 years, and we have known Lamine since he was 14 years old. For us, the best stories always come from real connections and genuine experiences. We were not trying to create a global viral moment. We just wanted to do something that felt honest and right.

The brackets were a key element of the piece, as they are part of Lamine’s personal identity and a symbol of a rising star. That detail carried a lot of meaning for us.

Last summer, you built a custom skate ramp complete with its own sound system for the Laterkader crew. That felt like more than a marketing stunt. It felt like a piece of functional art. What was the craziest unfiltered moment from those sessions that did not make the final edit, and how did that energy influence your approach to the London store?

Can Jeys worked as our global community house, a space where music and skate naturally coexist, so building a skate ramp together just made sense. Our stores serve as cultural points where we can truly keep this special flame alive and maintain the magic around what we are building.

Ibiza has been incredibly important for us as a way to represent our Mediterranean roots, including effortlessness, energy, and the nostalgia of our childhood summers. We partnered with a close friend at Can Jeys, where he transformed a 500 year old farmhouse into a music production studio. We did not want to invade his space, but rather add a layer of the TwoJeys universe.

The skate ramp with built in speakers became the perfect bridge between both worlds. In a place where people are creating their dream albums, they can step outside the studio, disconnect from reality, and skate by the pool. That same spirit of freedom and authenticity is something we try to translate into our London stores.

The TwoJeys lighters have become a cult favorite accessory that transcends jewelry. What was the lightbulb moment where you realized that the TwoJeys aesthetic could and should live on objects like lighters, and how does this lifestyle tool philosophy play into the curated experience of your 10th store?

The beauty of our metal roots is that they allow us to craft almost any type of piece in a very distinctive way. From the iconic lighters to the oversized chains hanging on the Regent Street façade, everything comes from the same intention of translating everyday objects into the TwoJeys language.

We are interested in creating pieces that go beyond jewelry, objects that feel functional, symbolic, and emotional at the same time. That philosophy is deeply embedded in the experience of our stores.

You have mentioned a dislike for the fast paced, algorithm driven media consumption that kills creativity. To combat that, you have kept a lot of your journey private. Is there a specific project or a lost campaign that you have never published because it felt too personal or ahead of its time?

We are impatient people with a lot of ideas, and we are constantly inspired by very specific and unique profiles. We like to cook ideas slowly. Sometimes they come to life on social media, like the project with Lamine, and other times they stay private, living only between the talent and us.

We do not always feel the need to publish everything. Some ideas exist simply because we love them and because they feel right in the moment. Keeping that magic alive is important to us.

For SS25, you have leaned into the Contemporary Cowboy aesthetic with a massive jump in material quality. How does that spirit translate into a high fashion urban environment like London?

This is not just one of the most important moves of the year. It is a massive step for TwoJeys. The idea of materializing the Contemporary Cowboy concept through a level of quality that can last indefinitely is key, and sterling silver makes that possible.

In the store, this shows up in subtle and symbolic ways, from the tea cups to the chains on the façade. For us, the cowboy style has never been about literal references, but rather about attitude, freedom, resilience, and character.

In the beginning, you were assembling necklaces by hand. Now you are managing a global brand identity. As you stand in your 10th store, how do you ensure that the double star remains a symbol of that original hand crafted passion rather than just a corporate logo?

We do not think or act in a corporate way. Even if it sounds contradictory, we see opening stores very differently. We want to bring the jewelry we make by hand, not through technology, closer to people on a local level.

Retail allows us to connect directly with both our community and those who are discovering us for the first time, without a screen in between. It helps us build credibility in a real, honest, and transparent way.