Nude Project began in Barcelona in 2018 as a brand that refused the usual script. Instead of chasing trends or corporate polish, co-founders Bruno Casanovas and Álex Benlloch set it out to make clothes for people who make things—artists, creators, and anyone with a point of view. Nude Project has come to represent a particular strain of contemporary creativity—one that values attitude and lived experience and treats fashion as both daily uniform and cultural statement.
Over the recent years, it has grown into an influential presence, known for consistent brand storytelling and a belief that a clothing label can also be a cultural space. Its stores, collaborations, and online world all circle back to the same idea: clothing as a shared language rather than just product. In our interview with Bruno Casanovas, co-founder and creative director of Nude Project, he looks back on how the project started, what authenticity actually requires for fashion entrepreneurs, and why staying curious may be the hardest and most necessary part of keeping the whole thing alive.
hube: You started Nude Project when you were just 19 years old. What were the personal impulses behind it? Was it frustration with conventional paths, or a sense of curiosity that led you to take that leap together rather than follow more traditional educational or career trajectories?
Bruno Casanovas: I think it was a mix of curiosity, naivety, and a real need to build something that felt ours. At that age, you don’t fully understand the scale of what you’re doing. We weren’t thinking in a very calculated way; we just felt there was space to create a brand that spoke our language and represented the way we saw culture, fashion, and community. It wasn’t necessarily a rejection of traditional paths, but we never felt very connected to the idea of following a fixed route just because that’s what you’re supposed to do. We wanted to experiment. We wanted to create something from scratch, with our own references, our own tone, and our own mistakes. That curiosity pushed us more than fear held us back.
h: How did your individual backgrounds shape the initial vision for the brand? In what ways did your different perspectives create a foundation that was stronger than what either of you could have built alone?
BC: Álex and I are very different, and that has always been one of the strongest parts of Nude Project. I come more from the creative side: storytelling, visuals, emotions, the cultural universe around the brand. Álex brings strategy, structure, focus, and a much clearer operational vision. From the beginning, that balance helped us turn ideas into something real. If it had only been one of us, the brand would probably have been less complete. Creativity without structure can stay as an idea, and structure without emotion can feel empty. Nude Project works because both parts meet in the middle. We challenge each other, but we also trust each other completely, and that creates a much stronger foundation.
