The challenge of knowing what you want to do in life is that it carries a unique responsibility, one that doesn't always let you fully enjoy the process of pursuing it. Jaime Álvarez (La Luisiana, Seville, 1994) understood the vision for Mans, his fashion brand, from the moment he began studying fashion design. “I saw a gap in men’s fashion,” he explains from his headquarters on Fernando VI Street in Madrid. “A middle ground between the traditional, somewhat outdated suit and the more experimental designs of younger creators, which weren’t always practical for everyday wear.” This vision shaped his final degree project and has been the foundation of Mans since its launch in 2017, though the journey has been far from smooth.
Before unveiling her first women’s collection in 2023, Álvarez contemplated stepping away entirely. “I went straight from studying to starting this brand. While it gave me valuable experience, it also didn’t allow me to pause and catch my breath,” she reflects. The suggestion from her partner, Alberto Martínez San Vicente, to introduce a women’s line marked a significant turning point. “We wanted to stay true to the identity we had built for Mans, but the new line gave me a sense of creative freedom,” Álvarez adds.
The vision Álvarez describes—rooted in a balance of tradition and experimentation-earned him the Best Collection award at that edition of Mercedes-Benz Fashion Week Madrid. This achievement joined the Vogue Who's On Next award, presented in collaboration with Inditex, which he won in 2020. “Awards provide support, sometimes even a financial boost. But they’re also personal acknowledgments,” he reflects. Despite these accolades, Álvarez admits he hasn’t grown comfortable with the public-facing side of fashion. “Everything outside the studio... it’s not where I feel at ease. I get nervous,” he confesses.
In the workshop, Álvarez’s process begins with the fabric: “I never use a moodboard. We design silhouettes and test them in toile before solidifying the collection’s concept. Of all the aspects of a fashion show, fittings are my favorite part—the beginning, when nothing is certain. You can spend hours adjusting a dress, sketching, refining... It’s chaotic at first as we sift through hundreds of fabrics from various suppliers, but in the end, everything comes together.”
His deep connection to materials is a legacy from his maternal grandfather, whose German surname, Demans, inspired the name of the brand.
While the runway collection may offer the most exposure, Mans stands on tailoring: “It's what makes us money. It's a challenge with each person who comes in, a challenge that I like. “Sitting down, talking, standing in front of different bodies.” With a small but dedicated team, including three people in the workshop and interns, they have managed to maintain quality and reduce costs: “We started out more expensive; now that we have our own workshop, it's possible to economize everything. Considering the fabric and that it's made in Spain, I think it's reasonable. On the website, we have shirts for 140 euros and some pants for under 200.” When the garments are custom-made, the price increases by between 20% and 30%.
As time has vindicated him, in the year that marks his 30th, he has begun to allow himself certain liberties: “I was very clear about what I wanted to be and what I wanted to dedicate myself to, and I have been very consistent. I think I act with less maturity now than before. “I am being less responsible.” It suits him well.
Guadalupe Dorey
Senior Fashion Editor •
Leading the editorial, social media, and video strategy and operations for Brazil's top women's lifestyle magazine. Editor at DFashionMagazine.com, ParisModaMagazine.com and LatinoFashionMagazine.com
