Zara Goes Southern Gothic with Twojeys

The 45-piece capsule comprises apparel and footwear as well as jewellery – the latter of which is the main focus of Barcelona-based Twojeys’ own-brand offering. Thought up by two friends during a road trip on the famous Route 66, Twojeys was founded as a direct-to-consumer jewellery destination for men and is designed with the tastes and sensibilities of the “contemporary cowboy” in mind. This collaboration with Zara not only exposes the label to a broader international audience, but also allows both brands to capitalise on the continued boom in western fashion aesthetics.

Following similar recent releases from brands like Dr Martens (UK), Sprayground and Mirror Palais (both American), this collaboration is the latest in a series of activations that play into our Americana Gothic 2024 youth style cohort, which puts a whimsical yet inherently grungy spin on classic Americana. The popularity of these largely youth-aimed product launches indicates the continued mainstream adoption of more subversive takes on western aesthetics. Read Interest in Western Fashion Skyrockets for further insights.

In Zara’s case, tapping into a young brand that’s already firmly rooted in this world is a smart move – especially as this darker take on Americana demands authenticity. Brands from the high street to the luxury level should seriously consider collaboration when engaging with this trend, whether that’s finding an aesthetic ‘in’ – as Zara did with Twojeys – or using a partnership to highlight the real communities and cultures at the heart of the trend, like Sprayground x Compton Cowboys.