"I never would have thought I'd end up carrying Desigual." By printing it on a basic white T-shirt, the Catalan fashion chain has turned this phrase, which might seem like a criticism, into the banner of its transformation. The company founded by Swiss entrepreneur Thomas Meyer in Barcelona has experienced a turbulent decade of economic decline since its peak in 2014, when it had revenues of almost €1 billion and a network of 526 stores worldwide. Ten years later, Desigual is a smaller brand—in 2024, it had revenues of €332 million, a third of its peak—and with practically half the number of stores (it now has 282), which has pivoted to try to adapt to the tastes of younger customers and return to profitability.