Brand founder Paula Delgado, having spent time in the heart of the global fast fashion industry, deeply realised that the system based on high-speed turnover and overproduction was eroding the soul that clothing should possess. She chose to leave, traveling to the countryside of Argentina and Scotland to rediscover answers in the ancient techniques of wool production, weaving, and knitting.
Her inspiration stems from the concept of sustainable agriculture, a holistic design system aimed at establishing a harmonious relationship between people, plants, animals, and the earth.
@_ound_ is the fashion expression of this concept: an almost meditative design practice rooted in a profound understanding of materials and textures, evolving over time.
ound’s wool pullovers and cardigans use only undyed fibers. From Merino wool to Corriedale wool, from alpaca wool to Chaguar fiber, each material retains its natural colour. The designer draws inspiration from the colours of nature, creating rich hues through the mixing and weaving of different yarns, without ever using any chemicals.
Each piece is crafted by local artisan communities. Rural women, relying on this ancient craft for their livelihood, form hand-knitting communities, transforming skeins of wool into garments that can last a lifetime in three to five days. These experienced spinners and weavers infuse decades of skill into each creation, allowing every piece to carry the rugged yet tender breath of this land.
ound’s belief in luxury is unrelated to extravagance. True luxury lies in harmony with oneself, in accord with one’s inner nature. In this overly noisy era, ound chooses to return to privacy and simplicity. It is not bound by seasons, nor does it chase fleeting trends; it focuses solely on thoughtfully crafted necessities, on truly authentic clothing that evolves through passion and exploration.
From the land of Patagonia, to the hands of artisans, and to the skin of the wearer, ound completes a full transmission: the genes of the earth, through human warmth, become tangible companionship.
