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In store at Yerse

Originally founded in 1964 by Lluís Generó i Domènech to produce knitwear, Yerse has since grown into an international company with a focus on womenswear. Its casual-chic collections, which offer vintage details with a contemporary feel, are produced four times a year and sold in an ever-growing number of stores in Spain and around the world. We spoke to creative director Lluís Generó about the family-owned brand’s present, past and future, and its Barcelona flagship

Ximena Daneri
Ximena Daneri ,

‘I have been the creative director of Yerse since April 2015. My father founded the company 50 years ago, and now I’m so excited and proud to be part of the future of his legacy. Before that, I worked as a fashion and shoe designer for different brands such as Antonio Miró, Pons Quintana and Castañer, and in the 1990s I had my own Lluís Generó knitwear brand, making pieces with refined fabrics. I’ve also been creative director and consultant to different fashion firms.

‘To think about Yerse and its philosophy is to think about knitwear, which was so important for so many years. Through the development of new processes and the introduction of new textures and materials, the label has diversified. It now offers whole collections of clothing and accessories for urban women looking for authenticity, attention to detail and carefully selected materials.

‘The autumn/winter 2016/17 collection is based around whites and tones of white with flashes of dynamic colour. It takes its inspiration from Icelandic landscapes, and from women who aren’t afraid to be themselves. The designs are contemporary, with warm fabrics that combine beautifully soft draping and more rustic, natural textures.

‘We opened our first store in Sabadell, just north of Barcelona. After that we expanded to Madrid, and in September 2013 came this store in Barcelona, at the renowned L’Illa Diagonal shopping centre. It’s perfect because the centre is a good fit with the brand’s image and clientele.

‘We’ve overseen the interior design of all the stores. They are very different, but maintain the same concept. We use the same antique wood, natural materials and carpets made of coconut fibres for a warm and stylish contemporary look appropriate for our brand identity.’

Yerse, L’Illa Diagonal, Avinguda Diagonal 557, 08029 Barcelona, +34 93 321 0635



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