The Viral Brands You Didn't Know Were Spanish

Spain built fast fashion AND luxury

Quick context so the rest lands: Spain quietly runs fashion. Zara's founder was once the richest man on earth. Balenciaga (bah-len-see-AH-gah) was a Spanish man from the Basque Country. And Loewe (lo-EV-eh), the 'it' house of the last decade, is Spain's oldest luxury brand, founded in 1846, older than Louis Vuitton. Spain built both ends of the closet. These next names are the new chapter.

Myka

The frozen yogurt that took over NYC

Say it MEE-kah. This froyo has completely taken over NYC, with hour-long lines, and everyone assumes it's Greek because it literally says so on the cup. Plot twist: it's Spanish, founded in Madrid in 2023 by Natalia Morales and Javier Ezquerro, and it exploded into well over 100 shops around the world in just a couple of years. The base is Greek yogurt blended with kefir (keh-FEER), so it's tangy and dense and creamy, never cloying.

Insider tip: skip the seasonal flavors and get the classic tart with a fresh fruit topping. In NYC you'll find it in the West Village, Union Square and Rockefeller Center.

ALOHAS

Made-to-order shoes, 30% off if you're early

Say it ah-LOH-ahs. Designed in Barcelona, handmade in Spain and Portugal. The brand loves to say it has never paid for influencer marketing, which is easy when the founder's longtime partner is Belén Hostalet (beh-LEN os-tah-LET), one of Spain's biggest influencers, and she wears the shoes. I bought a pair in Madrid and genuinely love them.

The hack: everything's made on demand, so each new drop launches at 30% off if you pre-order.

PDPAOLA

The Mejuri of Spain, but more unique

Say it pee-dee-pah-OH-lah. Started by a brother-and-sister duo in Barcelona, and she still designs every piece today. The designs are more distinctive than the usual everyday-gold brands, a luxury feel without the absurd markup. I get stopped and asked where my jewelry's from constantly.

Insider tip: there's a location in the West Village.

Paloma Wool

The artsy Barcelona cult favorite

The Barcelona label fashion people are quietly obsessed with. Knitwear and ready-to-wear with prints and silhouettes you won't see anywhere else. It reads like wearable art, which is exactly why the pieces sell out and feel collectible.

Flabelus

The Mary Janes on every feed

Founded in Madrid in 2020, Flabelus reworked a centuries-old Spanish slipper into the velvet Mary Janes and flats all over your feed right now (Billie Eilish included). Comfortable, a little whimsical, and instantly recognizable. The deep-burgundy 'Lucrecia' style is the one everyone wants.

Insider tip: the burgundy Mary Janes are the bestseller for a reason, so start there.

HOFF

The colorful sneakers you keep clocking

Born in Spain in 2017, HOFF makes clean, colorful sneakers that quietly became a European street-style staple. The color combinations are so unlike anything else out there, genuinely the pair I've had my eye on. Their Madrid flagship even has a matcha café inside, very us. An easy 'wait, where are those from?' pair.

Hereu

The totes everyone thinks are Italian

From coastal northeast Spain, est. 2014. Hereu does both shoes and bags, but the totes are the ones I love, so cute and everywhere right now, and everyone assumes they're Italian quiet-luxury. Each piece is handmade in Spain by family-run workshops, which is why it reads expensive without shouting.

Insider tip: take the totes over the shoes, they're the ones that get stopped on the street.