Buying stuff is sexy. Ruining the planet while you do it isn’t. 

From our very own factory in Spain, and a close-knit group of artisans based in Spain & Portugal that we’ve worked with from the very beginning, we’ve always committed to doing things the opposite way.

Over the last 14 years we are proud to have built a brand that through craft, our community, the risks we’ve taken and a willingness to laugh at ourselves, has made a commitment to the alternative. A true dedication to ‘The Opposite Thing’.

But what does that mean? That we’re happy to sacrifice profit and to subvert problematic fashion trends to create a product that has personality in addition to aesthetic value. You know when it’s a Miista.

We are deeply invested in keeping the knowledge of craft alive by upskilling the next generation. That commitment led us to establish our own clothing factory in A Coruña, in northern Spain—a region with a rich but often overlooked history of artisan garment production. With industrialisation, the region resisted mass production to meet fast fashion demands, staying true to its values. But as the industry slowly faded, so did opportunities for skilled artisans who had spent years mastering their craft, often following in the footsteps of their parents and grandparents.

Bringing our clothing production to this area is our way of revitalising the ready-to-wear industry and creating opportunities for local artisans. However, in recent years, we’ve been increasingly concerned about the decline of craftsmanship, a challenge faced by many developed countries as younger generations gravitate more towards digital trade over traditional crafts. This shift threatens not just our industry but the creative community at large. At the same time, we believe that products without a cultural environment become mere commodities.

We constantly strive to cultivate a brand rooted in storytelling and creativity, where our community deeply connects with the Miista culture. We would never want Miista to become just another product—our goal is to create something truly desirable. And to desire an item, one must feel a connection to the culture and lifestyle of those who create it. This is why we work to inspire young people, showing them the beauty of making something from scratch with their hands and the importance of learning from older generations—a tradition that we believe is sacred.

London is, and always has been, a big part of who we are as a brand. Ever since Laura moved to the city in 2001 to study Product Design for Fashion at Cordwainers (University of the Arts London), her experiences here have shaped Miista’s collections. While we are proudly handmade in Spain and Portugal, we are a London brand, always in tune with the dialogue of the city.

Always playing with opposites, we enjoy a double identity, and our teams work in synergy across these different parts of the world. To date, Laura splits her time between her home in London and Spain, where she grew up—staying close to our Spanish product team while remaining connected to our East London creative hub. Since 2018, we have had a permanent London store, our corner of the city that represents our commitment to the alternative.

Miista remains independently owned by Laura and Pablo Villasenin. Over the years, we’ve expanded with Miista corners around the world, including stores in London, Paris, Barcelona, and most recently, New York in 2024. Throughout this growth, we’ve maintained a strong focus on product, community, and process.

Owning the process allows us to uphold our quality standards, preserve technical skill, and ensure consistency across all categories. For us, vertical integration is not just a strategy—it’s a method that gives us visibility, flexibility, and responsibility. We believe luxury is slow, human, and not about how many things you make, but how well—and by whom.

This year, we’re building a new factory in A Coruña—not to grow faster, but to stay true to the way we want to work. The region has a rich, often underappreciated history of garment-making, and we want to contribute to preserving that legacy. Our goal isn’t just production; it’s knowledge-sharing. We aim to create a space where younger generations can learn from older ones and where craftsmanship can continue to evolve.

We’re excited for this next chapter and proud to keep building it independently, with the belief that there’s still value in doing things the long way round.