Barcelona-Based Brand’s Rich Textile History
Barcelona, with its artisanal roots, intergenerational vision, and Mediterranean soul, has seen Simorra reinvent itself through each collection since 1978. Founded by Javier Simorra, the brand has deep textile roots: “Our origins lie in bespoke tailoring. Javier learned the craft from his father, grandfather, and even great-grandfather,” explains Eva Dimas, Simorra’s current director, in an exclusive interview with El Economista.
The Dimas Family’s Influence and Preservation of Artisanal DNA
Decades later, the brand evolved with the inclusion of the Dimas family, textile suppliers, who transformed the business while preserving its artisanal DNA.
For us, the fabric is not just a raw material; it’s our starting point and creative language,” asserts Victoria Mitjans, Simorra’s design director. “We say that the fabric is our blank canvas upon which we build our stories.”
The Latest Collection: Raíces FW25/26
Simorra’s latest collection, Raíces FW25/26, is inspired by the book The Power of Movement in Plants by Charles and Francis Darwin. The collection explores plant roots as a symbol of natural intelligence and vital connection.
We were fascinated to discover that roots function like brains. It invites us to rethink our relationship with nature,” explains Mitjans.
Collection Highlights and Design Philosophy
The collection translates into pieces that simulate underground networks using wool and napa strips, knitted and deconstructed textiles. “We use mixed techniques: from laser cutting to permanent pleats, blending the artisanal with innovation—that’s what we call Neocraft,” says Dimas.
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Raíces Collection
Earthy tones dominate the palette: brown chocolate, mocca, navy, gray, teal, and cherry lacquer, all inspired by the depth of the ecosystem.
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Raíces Collection coat, presented at Palacio de Hierro Polanco.
Simorra champions a model of responsible and durable fashion. “Today, in a fast-fashion dominated world, we propose timeless pieces. Customers have shared that they still wear Simorra garments from 10 or 20 years ago. That’s also sustainability,” the directors agree.
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Simorra’s Raíces Collection
Mexico: A New Chapter for Simorra
Simorra chose the Mexican market for a crucial step in its international expansion, with stores in Palacio de Hierro Polanco, Interlomas, Santa Fe, Satélite, Perisur, Durango, Mitikah, Monterrey, Puebla, Querétaro, Villahermosa, and León.
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Simorra’s Directors
The Raíces collection was presented at Palacio de Hierro Polanco, marking Simorra’s first official activation in Mexico City. “We’re excited to see how Mexican customers connect with our proposal. They are loyal, repeat buyers who appreciate the details, design, and story behind each garment,” says Dimas.
Simorra’s online store also operates in Mexico, complementing its physical presence.
We believe Mexico is a key market. Its culture, energy, and connection to artisanal crafts inspire us,” said Dimas.
A Transgenerational Vision with a Focus on Accompanying Women
With a transgenerational vision rooted in textile tradition but looking towards the future, Simorra presents itself as a brand with soul. Their proposal transcends clothing and aims to accompany women in every moment of their lives.
“We want each woman who wears Simorra to feel she carries a piece of history, with a message behind each garment,” the directors conclude.
