Encapsulating a country's culture, customs, beliefs, and worldview in a garment has always been one of the most complex challenges for those in the fashion world. While many trends draw inspiration from the symbolic value of things rooted in tradition, not all brands manage to maintain this connection when faced with the vastness of culture. The result is often confusing, scattered, and even superficial.

But there are exceptions. In this edition, we focus on a Guatemalan brand that, for over a decade, has built a coherent and profound path of representation: Estilo Quetzal . With a proposal that blends contemporary design and ancestral techniques, it has managed to visually narrate the identity of a country without losing its way in the process.

We will learn about their history from those who founded them, their vision of design as a tool for national pride, and how they have understood, over the years, that being a handcrafted and sustainable brand is not a passing fad, but a responsibility that transcends.

The origin of the brand

Estilo Quetzal was born in 2009, the culmination of 15 years of work, commitment, and creative evolution. It emerged as an authentic expression of fashion connected to the essence of being Guatemalan. Gloria Escobar and Luis Carlos Quintana, both trained industrial designers, discovered their calling while working with artisan communities in the country's interior.

This encounter with their ancestral roots inspired them to create a brand that blends contemporary design with traditional techniques. Initially, their focus was on their first line of women's bags, but over time they expanded their offerings and now design clothing, accessories, and bags for both men and women, all with a unique style inspired by their country.

Inspiration

Guatemala is the soul of each of their collections. For Estilo Quetzal, incorporating elements like the giant kites of Sumpango, the Moors and Christians dance, Mayan legends, wooden masks, the quetzal, and even traditional Guatemalan toys is not just a matter of aesthetics: each symbol tells a story through fabrics and materials. The result is clothing and accessories that translate traditions into shapes, colors, and textures that resonate with memory and reinforce collective identity.

Creativity with purpose: their brand motto

Estilo Quetzal's purpose goes beyond design. Gloria and Luis want those who wear their pieces to recognize themselves in them and feel part of something larger: a rich, colorful, and vibrant heritage. Design is their means of creating connection, identity, and a sense of belonging.

A prime example is “Selva Nocturna” (Night Jungle) , their latest collection, designed for the modern explorer and based on Akbal , the Mayan symbol of night, mystery, and dawn. This collection celebrates the hidden and magical aspects of Guatemala. It was created in collaboration with XIBAL , Guatemala's first gin, whose Mayan aesthetic naturally aligns with the collection's concept. It's a fusion of fashion and cultural narrative that embodies the country's mystical spirit.

We asked its creators to tell us about the piece they considered irreplaceable and iconic within the brand's entire history. Although they acknowledged it wasn't an easy decision, especially considering the artisanal and cultural approach behind each design, they both agreed that “The Tuki bag is, without a doubt, the most representative piece of Estilo Quetzal. We managed to create a product that represents Guatemala in many ways: from its concept of 'El Tuki' (1 quetzal), the textile used on the sides of the bag, woven by Guatemalan artisans, the seamstresses and leatherworkers who assembled the bags—everything. By using this bag, you were supporting local consumption in every sense of the word.”

Creating a signature piece is the result of years of reinvention, respect, and reverence for one's heritage and roots. But just as there are victories like this, there are also complex stages. One of the biggest challenges the brand has faced has been understanding its customer. “The consumer has changed, and Estilo Quetzal has learned to adapt. Listening, observing, and evolving has been key to continued growth and refining each collection. Learning is constant.”

A commitment to the history and future of sustainable fashion

From its inception, the brand has built lasting relationships with artisan communities in different regions of the country. They ensure fair compensation and foster training opportunities, not only in technique but also in creativity and personal development. For Estilo Quetzal, preserving ancestral knowledge is not only part of its essence, it is a responsibility to the past and a conscious commitment to the future.

We thank Estilo Quetzal for sharing their journey with us and allowing us to be part of this in-depth look at their work. In a global landscape dominated by mass production and ephemeral trends, brands like this demonstrate that it is possible to build from the ground up, with authenticity, commitment, and a clear vision. Their dedication to design with identity, genuine sustainability, and collaboration with artisan communities not only dignifies the craft but also strengthens the bond between culture and product. Today more than ever, the world needs initiatives that celebrate local traditions and champion the value of art as a tool for expression. May their example continue to inspire new generations of creators who understand fashion as an act of respect, remembrance, and a vision for the future.

By: Daniella Parodi