Desigual is something of a household name in Europe and its logo is a familiar sight. Positive attitude, happiness, unconventional, lack of inhibitions, emotion and involvement are the key brand values.
The brainchild of Thomas Meyer, Desigual began in 1984 with the objective to create a fun and differentiated clothing range at accessible prices. The decor of the Regent Street Desigual store is perhaps testament to Meyer's style, with the white walls decorated with graffiti that passers by might write on a wall at a party.
The first slogan for the brand was 'Desigual is not the same', and this continues to be the driving force behind the label over twenty years on.