At Ternua, we are currently making water use more efficient in order to reduce it. We work with suppliers that hold the strictest certifications—those who don’t use water, or who recover or purify it—drastically cutting down consumption. We also source materials that require less water than others. And with synthetics, instead of dyeing the fabric, we dye the polymer itself, saving up to 60% of water. We are constantly looking for better ways to do things. And if we find one, we change.

The role of innovation is central. In 2006, we began replacing all our cotton with organic cotton. Since 2015, we have developed a collection free from highly toxic chemicals. In 2013, we became pioneers in using recycled down from products that had already reached the end of their life cycle. We launched the REDCYCLE project, which reuses discarded fishing nets to create products, and also NUTCYCLE, which uses walnut shells to produce a natural dye. We live in constant sustainable innovation—it’s part of the brand’s identity.

I am from the País Vasco, a place where the mountains and the sea meet and connect. Both are part of our surroundings, and for me—and for us—they are equally important. Our brand tells stories of “adventure.” Over time, we realized that the sea and the mountains, the adventures lived in these two places, have much in common. They share the same values.

What we connect with consumers and with the market is the idea of showing that things can be done differently. When we began to share not only what we do but also how we do it, we noticed that we started to inspire other people. There are brands that sell only empty products. We have a way of doing things and values behind them—and those are what ultimately connect with people.