This is our story

We were two twenty-somethings, passionate about fashion and eager to embark on our own adventure. We spent several summers in London, learning English, and it was during those summers that we saw the clothes that excited us—a style that we didn’t see in our home country of Spain. We thought that if we were inspired by these major brands to create a product, give it our own spin and sell it at a reasonable price, it was possible to write our own story. So in 2004, we leaped into the void.
Like all beginners, we made mistakes at first. The first plaid shirts we made lost their checks in the first wash. The first trousers lost their colour. We brought the fall-winter collection to the first trade fair we attended, when it was a spring-summer fair. We were the only booth with coats and macs at that fair.
Despite these setbacks, we managed to open our first store in Madrid in 2006. Our flagship product at the time were the sneakers. On a trip to Budapest, we discovered the mid-century Slovak military footwear and we fell in love. We released a model inspired by them and El Ganso began to take off.
Over time we expanded our presence, opening other stores throughout Spain and in 2011 we made the leap abroad. We opened our first store in Paris on rue des Rosiers, in the Marais district. That same year, we also opened in Lisbon, Santiago de Chile, and London, on Carnaby Street. We realised that in five years we had already entered five different markets. We were thrilled.
In 2018, with 160 stores operating in eight countries, we expect our team will continue our dream: to establish our style throughout the world.
That’s our story. What’s yours?


Our ultimate goal is to provide freethinking consumers with a way to express their own style by making products that prioritise singularity over passing fads. We want to exalt personality, lift spirits, and be a dose of counter-current optimism.


Our aim is to offer stylish, casual, top-quality fashion at a reasonable price. We look to the classics for inspiration but we always seek to create something new and all our own.

Our values

1. Fans of the classics

We like the classics, and not just Dylan and Truffaut. We like old craftsmen, legendary textile factories, tradespeople who worked humbly—they are the ones who inspire us. We admire their experience, their teamwork, and their care when crafting footwear, clothing, and accessories.

2. Dressy but messy

This is the style that characterises El Ganso: well dressed but informal, elegant but somewhat dishevelled, carefully unkempt. We admire the freshness of Millennials and the ability of Gen Xers to reinvent themselves.

3. Quality Driven

Quality is not imitated. We prefer the authenticity and quality of materials, well-structured forms, and the personality of finishing touches. We prefer those tasteful details that make the ordinary extraordinary.

4. Smart and inspiring

Unleash your imagination and add your personal flair to a day at work, after-work drinks, an intimate dinner, or a party with friends. They are practical, comfortable products that never go unnoticed.

5. Fun matters

We love to have fun in everything we do and it shows. Temperance and propriety aren’t our thing. We always opt for the daring, the zest for life, with the same enthusiasm we had on day one. Our goal is to fill the streets of the world with optimism and good cheer.

Classic and roguish

Our style is comprised a cosmopolitan look tinted with colours and that ranges from the American preppy style to something more alternative, such as the Berlin style, without forgetting a touch of British elegance.
Our logo, classic and roguish, has become the main emblem of the brand, an inspiration reflected in the positivity of our garments, footwear and accessories. The originality and power of our designs are easily recognised in our penchant for the finer details.

We want to establish a global style

Thanks to our customers and our team, El Ganso currently operates in 10 markets. Spain, France, United Kingdom, Germany, Netherlands, Belgium, Italy, Portugal, Mexico and Chile. Our style can be seen in the most important cities, such as Madrid, Barcelona, London, Paris, Berlin and Milan.
We believe that we have much more still to do. We are full of enthusiasm as we try to continue to grow and open markets, and to bring our style and our clothing to more people every day. With the work of our whole team, aiming to amaze our current customers and to win the hearts of new customers, we believe that El Ganso can be much more. Are you with us?