Madrid-born designer Alejandra Rojas learned her craft from the women in her family, a tradition enriched and passed down for generations. Informed by her Manhattan life and archival photographs of her family in knitwear, Ms. Rojas launched a casual luxury brand around traditional and experimental handwork in 2016.
 
Her lifelong practice draws from a deep understanding of Spanish tradition and sophistication met with her taste for modernity. Eschewing trends and seasonality, Ms. Rojas’ designs cater to modern, pioneering women who value timelessness. The brand showcases her signature styles, a foundation of hand-knits, impeccable tailoring, and hand-finished details. Layerability and versatility through a synergy of contrasting textures define Ms. Rojas’ perspective on casual luxury. Fine hand-crocheted pieces pair with butter soft leathers to add warmth, while chunky knitwear, a key unifier in her collections, gives featherweight silk, satin, and tailored ensembles an effortless, softened edge from day to night.
 
To uphold sustainable practices, she crafts cashmere from recycled fibers and works solely with artisans from small-scale factories and ateliers. Ms. Rojas’ naturally dyed garments, all hand-finished in the United States, reveal a distinctive tactile quality. She often draws from her memories of the women in her family and a Spanish upbringing and considers each piece an investment item intended to be passed on.
 
Trained at IADE, Central Saint Martins, and Parsons School of Design, she earned a master’s degree in fashion at the School of the Art Institute of Chicago and a business degree from Universidad Carlos III in Madrid.