By Cristina Rivas / Translated by Adriana Serrano 

 

Arzayús is an emerging fashion brand founded in 2023 in Guatemala by Colombian designer Juan Arzayús. Its origins date back to a university classroom and a simple idea: transform recycled jeans into a completely new garment. What started as an academic exercise evolved into a passionate exploration of Upcycling, shaping a proposal that today defies aesthetic and ethical conventions of the industry.

(On Instagram: @thearzayus)

 

One of the most important turning points for the brand was its debut in the Guatemala Fashion Week in 2022. Until then, Arzayús had developed a primarily digital presence, but the runway show marked a turning point. “It was a huge success; the designs were very different from what people were used to seeing. It was a good start for people to get to know the brand’s experimental DNA,” the designer recalls.

 

That “DNA” is deeply connected to an artisanal, personal, and conscious approach. Beyond sustainability as a discourse, Arzayús has focused on the authenticity of the creative process and keeping the brand alive in a challenging environment. “The biggest challenge is to hold on, to continue creating, showing on social media, in fashion shows, collaborating with people who share the brand’s philosophy. It is not so much that people do not understand sustainability, but rather that they seek garments that represent them, and that’s where we need to stand out.”

 

His proposal has developed as a personal trilogy, with each collection reflecting an intimate stage of his journey as a designer. This evolution has been organic and deeply introspective. “I didn’t want to launch telling everyone ‘this is who I am,’ but rather allow myself to experiment and decide along the path what truly represents me. That’s how I’ve been defining my aesthetic.”

 

Estigma (Stigma), the collection presented at Universo MOLA Fashion Week 2025, stems from a direct connection with his everyday surroundings and personal passions like gardening. The use of vibrant colors, especially deep greens and floral elements, was an extension of his daily observation of the garden that surrounds him. But the true conceptual core of the collection lies in the double meaning of the word stigma: on one side, the reproductive organ of flowers; on the other, the social burden or prejudice. 

 

This duality perfectly symbolizes Arzayús’s mission: to destigmatize second-hand clothing and vindicate the value of Upcycling as an aesthetic, ethical, and social tool. “There is a saying that second-hand clothes belong to people who are no longer alive. I want to remove that burden. Clothing is just a tool for survival. Today it’s seen as banal, but it’s still part of our identity and has all the life in the world.”

 

In addition to the strong visual and conceptual component, the designer emphasizes the importance of his community. From clients seeking custom-made pieces to key industry allies like Vogue Mexico editor José Forteza, Arzayús recognizes that these networks have been essential in boosting the visibility and legitimacy of his brand. His direct work model with clients reinforces his commitment to exclusivity, bespoke design, and the authenticity of the creative process.

 

Looking ahead, Arzayús already has a new capsule collection and a pop-up in the works. He is also exploring local collaborations in accessories and jewelry, and dreams of bringing his work to Mexico, though budget remains a challenge for now.

His advice to other emergent designers committed to sustainability is clear and convincing: “Don’t copy. Be inspired, yes, but find your voice. Upcycling is no longer a novelty if it’s done like everyone else does it. What matters is what makes you unique, which will truly transform fashion.”

 

Arzayús is not just a clothing brand, it is an aesthetic manifesto about how design can be deeply personal, conscious, and transformative. And, although the path has not been easy, Juan walks it with the conviction that what’s different, what’s authentic, is what ultimately flourishes.