Agustina: Weaving a Story of Tradition, Passion, and Sustainability
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“Every brand has a story. Some, like AGUSTINA, manage to capture the essence of what it means to build a legacy—especially when traditional art is intertwined with a modern and responsible vision. From this spirit, the brand was born: from a deep passion for Peruvian roots and an unwavering desire to honor the tradition of ancestral embroidery, while embracing sustainability and regeneration in every creative process. This is our story.”
— Jhasmine Pérez
The Origin of Agustina: A Dream That Became Reality
The story of Agustina begins with Griela Pérez, a woman deeply passionate about the arts and Peruvian culture, who saw in traditional embroidery a unique way to connect the past with the present. With a clear vision of what she wanted to achieve, Griela founded the brand 11 years ago, with the dream of preserving and honoring the crafts of Indigenous communities, giving them a platform to showcase their mastery while also setting an example of ethical and responsible fashion.
From the very beginning, Agustina’s mission was clear: to offer a contemporary fashion proposal in which every garment speaks not only of design, but of cultural heritage. Each embroidery, each texture, represents stories woven across generations, with the promise that these narratives would continue to be told through unique and exquisite pieces.
From Dream to Family Business
Over time, AGUSTINA evolved into a family business. Today, it is led by sisters Griela and Jhasmine Pérez. Griela, Art and Design Director, oversees the creative dimension of the brand, designing and conceptualizing each collection. Jhasmine, an expert in Marketing and Footwear Design, leads the commercial strategy, logistics, and coordination of international events. Together, they have taken the brand to new horizons.
Today, both sisters honor the legacy of the Paredes family, a Cusco-based family long associated with successful family enterprises. Eliseo Paredes, their grandfather, was one of the finest shoemakers in the city, opening one of the first renowned shoe stores in Cusco. He also founded one of the city’s earliest artisanal tanneries and later established a successful beverage factory. This legacy of hard work and entrepreneurial vision continues to inspire the Pérez sisters on their path.
The Art of Embroidery: A Tradition That Is Never Forgotten
At Agustina, embroidery is not simply a technique; it is the soul of every garment. Inspired by the traditions of Indigenous communities, the brand works with intricate embroideries that tell stories of the land, family, and nature. Yet Agustina does not seek merely to replicate these traditions; instead, the brand reinterprets this ancestral art, merging it with a modern and refined design language that resonates with a global audience.
From the beginning, Agustina has worked hand in hand with artisan communities, building relationships based on trust and respect, ensuring that every embroidered piece reflects the authenticity and essence of its creator. This artisanal approach has been fundamental to the brand, which continues to believe in the importance of keeping tradition alive while offering something entirely new to the world.
Sustainability: Weaving a Responsible Future
Over the years, Agustina has committed to making sustainability not just a trend, but a fundamental pillar of its philosophy. From the selection of materials to the production processes, every decision is made with a conscious approach. The brand proudly works with certified and sustainable materials, such as grape leather, hemp denim, and Tanguis cotton, ensuring that every piece is not only beautiful, but also responsible.
The regeneration of resources and the relocalization of production are core principles for the brand, which seeks to offer luxury fashion with deep respect for both nature and the people who inhabit it.
The Evolution of Agustina: From Dream to Global Reality
What began as a small dream in the heart of a woman passionate about art and culture has grown and evolved over time. Today, Agustina is not only a high-quality fashion brand, but also an international reference for sustainability and ethical design. From the launch of collections such as “Noqa Kashani” and “Arminda,” which pay tribute to Peruvian women and traditions, to the creation of global visibility through international fairs, Agustina has positioned itself as a brand that cares not only about aesthetics, but also about ethics.
Looking Toward the Future: A Legacy That Endures
Agustina is a brand that not only holds a rich history, but also a promising future. With the launch of new collections, expansion into international markets, and ongoing collaboration with local communities, Agustina continues to build its legacy—piece by piece, thread by thread. The story of Agustina is one of perseverance, respect for tradition, and a deep commitment to a more sustainable future. A story that is only just beginning, yet promises to leave a lasting mark on the world of fashion.
Las sigo desde que empezaron, me encanta cómo su marca a evolucionado y hoy es un referente para muchas marcas.
Me alegra que sigan creciendo orgánicamente chicas y gracias por compartir esta historia tan bonita.
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