Brand Founder

Marcel Jurado studied physiotherapy in Amsterdam and worked there for two years before moving to Berlin. He's been a full-time personal trainer for three years, running outdoor fitness groups in the city.

Sport has been a constant: football and basketball growing up, then fitness and yoga from his twenties onwards. M23 came out of two things at once — knowing what a body needs when it moves, and being genuinely frustrated with how most activewear is made. The volume of disposable clothing, the production conditions in low-wage countries, the environmental damage that gets quietly priced out of the tag — that bothered him enough to do something about it.

The answer was founding a label himself — one that uses certified organic cotton and recycled nylon, with production close enough to actually visit. Currently Berlin and Bulgaria.

The longer story is in the M23 Journal.