Casa Marané — Resort wear for men and women
The Brand
Casa Marané is a family-run resort and swim brand for men and women — relaxed silhouettes, considered details, and a palette built around natural fabrics and warm neutrals. Dreamt in Uruguay, made in Portugal. The kind of clothes you wear for long stretches in warm weather without thinking about them.
The Brief
Casa Marané started in swim. That was the original product and the foundation the brand was built on. Over the ten-plus years I've worked with them, the range has grown well beyond it — linen shirting and trousers, full resort wear, womenswear, accessories, and home. Every category sits under the same visual identity, and the role has been to take each new category from idea through to finished product without losing what makes Marané feel like Marané.
What I Did
The work sits in three places.
First, the design and development itself. I look after all the technical packs and work with the Marané team on sourcing fabrics, building ideas, and pushing the brand's narrative across every collection.
Second, direction. We discuss and develop new product streams and categories — sometimes working with suppliers and partners on techniques to make new ideas real. The work across all of it is to keep the visual identity holding. New silhouettes have to feel like Marané the moment they're hung next to last year's pieces.
Third, and increasingly the most important part: I tell Marané when an idea isn't good. As the brand has grown, this has become as much of the work as the design itself — keeping them honest about what Marané is, where it sits in the world, and what does and doesn't belong.
The longevity makes the third part possible. Most consultant relationships last a few seasons. Ten-plus years means I've seen the brand through different phases of growth, and that history feeds into every decision — fit corrections, fabric choices, where to push and where to hold the line.
The Result
Casa Marané is the longest-standing relationship in my consultancy. The brand has grown from a single category into a full lifestyle range, with two flagship stores in Uruguay and stockists across the world's leading retailers.
The flagship stores
The original is best described in the brand's own words:
“Our store took 28 days to build. Made from materials sourced locally like eucalyptus, it was an ‘obra seca’ — a dry build. In Uruguay, every home has a name. Ours is Casa Marane. It opens in the summer and hibernates in the winter. A gentle part of the landscape. As it should be. Whenever we’re here, you’re welcome here too. Stop by for a swim. We’ve got some really nice shorts you can borrow.”
That's the brand in a paragraph. Family-run, warm, considered, in no rush — and the store carries it from the door inwards.
The newest sits inside Parador La Huella in José Ignacio, the legendary beach restaurant on Playa Brava. Same coast, same bare-feet-in-the-sand summer, same considered approach to long hot days. The Marané fit there is natural.
The original Casa Marané store, Uruguay.
Stockists
The collections sit alongside the world's most considered retailers: Selfridges, Liberty, Harvey Nichols, Bloomingdales, Ron Herman, The Rooster Antiparos, Rubaiyat, Globus, Good Neighbour, Mwaz, Purple Menswear, Riley's Menswear, and Ounas.
SS26, shown here, is the most recent collection — over thirty looks across menswear, womenswear, swim, and linen resort pieces, all developed end to end.
