The people behind Apuk

Born in Carchi, Maricela is the designer of Apuk jackets and one of our creative drivers. She can design, cut, sew, and even balance budgets, all with a smile. She loves travel, organic vegetables, and giving denim new life. Since 2021, she has been transforming old jeans into Andean magic with a touch of humor and a whole lot of love for her culture.

From Imbabura, Marthita is the mind and hands behind our most beloved jeans . She prefers her seams to speak for themselves rather than the cameras: she hates photos, but loves watching soap operas and spending time with her grandchildren. Her sewing experience is as deep as her warmth. Since 2021, she has brought soul to every garment without words.

Founder of Apuk and the project's restless soul, Diego connects design, sustainability, photography, and underground culture. He dreams of an Ecuador that proudly wears its own while cooking, creating, and listening to electronic music hidden deep within SoundCloud. His creative energy fuels the team from day one with vision, passion, and good vibes.

Diego's mother and Apuk's logistics manager. Paulina coordinates operations and distribution from Ecuador: nothing leaves without passing through her hands. Organized, warm, and precise, she maintains the workshop's rhythm and communication with artisans and suppliers. Her quiet strength is an essential part of Apuk's soul, even if it's sometimes hidden on camera.

Sustainable in numbers and in spirit. Andre makes sure everything fits together: from costs to dreams. In his free time, he climbs mountains, explores art, and plans his next adventure. He's been part of Apuk since 2022, proving that numbers can also have heart.

Born in Imbabura and currently based in New York, Gustavo is our creative and logistical bridge to the world . A chef in high-end kitchens and producer of events and multimedia content in the Big Apple, he carries the essence of Apuk in his veins. He represents the brand at fairs, parties, streets, and studios in NYC, connecting our vision with other cultures. He supports international logistics, creative ideas, and, above all, reminds us that being Ecuadorian is a pride that can be shouted (or worn!) anywhere in the world.