Scalpers, Álvaro Moreno and Silbon: the rise of Andalusian fashion

Three Andalusian clothing brands that are eating into Zara and Mango's market share

In Seville and Córdoba, it is no longer unusual to see polo shirts with a skull logo, a first name or two tennis rackets. Scalpers, Álvaro Moreno and Silbon have gone from being local brands to competing head to head with giants like Mango, Springfield or H&M, at least in southern Spain. The most striking case: Scalpers, founded in Seville, bought the largest building Zara owned in the Andalusian capital, according to industry sources.

Success through 'no-design'
Analysis of their growth highlights a common pattern: they offer classic, understated garments in a market saturated with flashy lines. "Clothing brands with normal lines for the general public were needed," sums up one of the most frequently repeated opinions. Scalpers and Silbon take the crown on quality, while Álvaro Moreno competes on price. But it is not all praise: some point out that their production is outsourced to Bangladesh, like almost everyone else's, and that their success rests more on local marketing than on real differentiation. "Clothes from Bangladesh with a logo added on," some quip.

Posh boys' brand or commercial success?
Controversy is guaranteed. Silbon, with its emblematic rackets logo, is sometimes branded a "posh brand", and Álvaro Moreno "clothes for Andalusian yokels who want to play the gentleman". Criticism that, however, is not slowing their expansion. The Córdoba-based Silbon and the Seville-based Álvaro Moreno keep opening stores — the latter already outnumbers Springfield in central Seville — while Scalpers has taken over Zara's former flagship store.

The surprising figure: while the global textile industry complains about margins, these three brands have struck gold with the return to the classic. And they are doing it effortlessly.