Freedom, Adventure, And Individuality: In Conversation with Joan Margarit and Biel Juste of TwoJeys

Despite its double-starred approach, Spanish brand TwoJeys is a triple threat within the accessories world. Founded in 2019, Joan Margarit and Biel Juste shared a background working in social media, a feat that is distinctive in TwoJeys’ stellar brand identity, designs, and marketing. From creating custom brackets for Barcelona football player, Lamine Yamal, to creating an immersive summer experience for the TwoJeys community aboard a 1950s customized boat, the Goletta, TwoJeys have proven to be as captivating, as they are creative.

The world of TwoJeys demonstrates a successful case study into creating a brand identity so strong, that a mere symbol of twin stars is enough to encapsulate the pop & street culture, music, art, and motorsports from which their designs draw inspiration. This widespread sampling evokes in each piece TwoJeys’ founders’ desire to create a jewelry brand that resonates with men and designs that appeal.

The brand’s worldwide expansion includes the creation of the “best hoodie,” impactful collaborations with motorsports and fashion labels, and its geographical presence, having recently opened a branch in London’s popular Soho district. These prove to be prime examples and only serve to underscore TwoJeys’ universal appeal and significant growth.

With TwoJeys’ SS25 arriving at HBX, we caught up with the founders to discuss TwoJeys’ design philosophies, strong identity, and future projects.

Explore more TwoJeys now via HBX. An excerpt from the interview can be found below. Read the interview in its entirety over at HBX Journal.

TwoJeys has had exponential growth in recent years. How do you feel about your progress since the brand’s inception and what has been your proudest moment in recent years?

We’re incredibly proud of the journey we’ve taken. When we started TwoJeys in 2019, it was just the two of us assembling necklaces by hand, driven by the vision of creating something unique in men’s jewelry. Seeing TwoJeys evolve into the leading global brand in men’s jewelry is like a dream come true. One of our proudest moments was opening our first flagship store in Barcelona, our hometown. It was a milestone that reminded us how far we’ve come from the days when we designed, packed, and even shipped everything ourselves from my father’s office.

Given your background working in social media, do you feel that experience has influenced how you both run TwoJeys?

Our experience with social media has honestly helped us to better understand our audience and know how to communicate what TwoJeys is all about. We have always been very true to what we like so trying to share a message you truly believe in is not a hard job. Motorsport, skate, western, and music are in our DNA since it’s what we really like. The biggest challenge would be in a world full of noise, standing out while being yourself and following your own gut to create a long-term community ruled by culture.

The World of TwoJeys is clearly defined and well-built. Can you talk us through the process of how you created such a distinct voice and brand image?

The TwoJeys universe came about naturally—it’s a reflection of who we are and what we love. From the beginning, we focused on creating not just products, but a lifestyle people could identify with. The key has been staying authentic and being involved in every detail, from designs to marketing campaigns. We also draw inspiration from pop culture, music, and our own experiences, blending them into a voice that feels real and relatable.

Do you have any advice for other brands or creatives in developing their voice? 

Be authentic and stay true to your vision. Don’t try to mimic what’s already out there; instead, focus on what makes you different. Consistency is key to building a strong brand identity, and always listen to your audience—they’ll guide you as you grow.

Your brand draws inspiration from pop & street culture, music, art, and motorsports.

We’re currently inspired by the return of retro aesthetics in motorsports and the music scene. Musically, we’re into a mix of classic rock and fresh indie sounds. Pop culture continues to be a huge source of creativity for us, especially when it intersects with art and fashion. We have always been very inspired by cinema. The classics and language inspire us.

We don’t like this fast-paced media consumption that the algorithm is pushing, it’s killing everyone’s creativity and affecting the attention span when we try to tell real stories.

You can shop TwoJeys’ SS25 collection on HBX now. Read the full interview on HBX Journal now.