Who are we?
ANDRÉS SARDÁ AND NURIA SARDÁ
LOYALTY TO A BRAND
Andrés Sardá is a textile engineer who comes from a family deeply rooted in the Catalan textile sector. In 1962 he founded a company for the manufacture of women’s underwear in Barcelona. As Managing Director of his new company, Sardá focused his efforts on the evolution of new ideas, which, in the context of the time, broke away from everything that had been considered normal up until that moment.
From his past experience working in the family business, he knew that it was extremely important to give an international projection to his project. At the same time, his creative personality and advanced way of thinking created a need to break away from stereotypes and transform the aesthetics of women’s underwear.
ANDRES SARDA gave importance to the design and image of lingerie, which was not only comfortable and practical but also sophisticated and sexy.
His designs and their success paved the way towards internationalization and in 1965 the company made its first exports to France. His message was understood and welcomed by the connoisseurs of a country at the cutting edge of fashion, which shared Sardá’s desire for re-invention and the constant overthrow of stereotypes. The process of internationalization culminated later with the worldwide presence of the brand in the best points of sale.
His new business challenge led Sardá to be the first to use fabrics with Lycra—an elastic fibre that revolutionized design possibilities in women’s underwear, in addition to other technological advances. Like the alchemist of the Renaissance, ANDRES SARDA gave free rein to his imagination and had sufficient curiosity to discover techniques that were ideal for making his dreams a reality.
The company continued in the same creative direction and in 1970 its product range was increased to incorporate the production of swimwear collections. The designer chose this moment to put a new challenge into motion and position the company collections in the highest market position. Once the business project had been consolidated, its aim centered on becoming prominent in the luxury sector.
Supported by his family structure and based in a cosmopolitan and avant-garde city like Barcelona, ANDRES SARDA clearly understood that keeping its own identity was very important in order to give the brand a unique personality and successful following. Perseverance was the key and to achieve this, it was essential to be loyal to the brand. Preserving its freshness and always thinking about new features, as well as creating beauty. Little by little, Sardá transmitted these values to his daughter Nuria, who underwent extensive training in other international departments of the company before joining the design team headed by her father in 1995. She is now the creative director of the company.
Creativity, excellence, new materials, the love of risk taking in design and the desire to surprise are the main attributes that define the product style at ANDRES SARDA. Precision of form, finesse and delicacy of finish and focus on comfort define the production standards. Barcelona and its ebullient atmosphere as an open-minded city, in addition to the hubbub of its Mediterranean squares and intercultural setting, provide a context and backdrop for this long-established business project.
The industrial tradition, the profound knowledge of the métier and the dynamics of the family altogether provide the brand with an own, particular identity.