When you hear about Cold Culture, the Spanish streetwear brand making waves across Europe and beyond, one of the first questions many ask is: Who founded it? While the brand doesn’t have a deeply documented founder-public profile like some fashion houses, what is publicly available paints a clear narrative of entrepreneurial youth, creative ambition, and global streetwear vision.
The Roots of the Brand
Cold Culture was established in 2021 in Madrid. From the brand’s own “About Us” statements, it identifies itself as a Madrid-based company with the mission of becoming a “global movement” through streetwear inspired by urban life, travel and culture.
This early information sets the foundation: young creators, street-culture influences, and a base in Spain.
The Founders Behind the Name
Digging a little deeper, press coverage and brand-collaboration announcements give clearer names and faces. In a 2024 collaboration announcement between Cold Culture and a major motoring brand, it’s stated that Cold Culture was created by two entrepreneurs: Martina Merry and Andrés Varela.
These two Spanish-based individuals apparently launched the brand, inspired by music, travel, urban style and the desire to build a streetwear label rooted in authenticity.
The story describes how they began early in their business ventures (as young as 15) and by their early twenties began shaping what became Cold Culture. Their youthful entrepreneurial start is consistent with much of modern streetwear culture — founders who start small, often in urban scenes rather than luxury fashion lanes.
What Their Vision Was
The founders of Cold Culture set out to create more than just clothes. Their vision embraced concepts of “thinking worldwide” and building a brand that draws on global cities, street cultures and personal expression.
In their own words, the brand says they are inspired by the “culture of each city” they visit, hiring local creatives in each place to tell Cold Culture’s story through visuals and garments. This suggests the founders view the brand as a platform for urban culture, creativity and community — not simply as a product line.
It’s also worth noting that while the brand officially launched in 2021, its founders had entrepreneurial roots earlier, which implies they may have been building networks, styles, and business models before the official launch date. That kind of pre-launch activity is common with emerging streetwear labels.
Leadership and Company Structure
Further business filings indicate that Cold Culture Ltd (UK) was incorporated in the UK in 2025, with Andrés Varela listed as a founder & CEO and Martina Merry as founder & CMO. That suggests the brand is growing into an international company, with operational bases and corporate registration in multiple countries — yet both founders remain connected to its Spanish origins and creative ethos.
This dual approach — starting from Spain, then expanding operationally into other markets — is consistent with the brand’s aim of being international. The founders thus are both designers/creatives and entrepreneurs who are steering their brand’s global strategy.
Why It Matters
Understanding who founded Cold Culture isn’t just about names and dates — it helps you understand what the brand stands for. Knowing that Martina Merry and Andrés Varela founded it gives you insight into:
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The brand’s youthful energy: Founders who started young, connecting deeply with street culture.
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Creative intention: A brand born from culture, travel, music and community rather than simply fashion trends.
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Global ambition: The founders talk about worldwide cities, so the brand’s roadmap is international from the start.
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Authenticity: With founders rooted in streetwear culture rather than luxury fashion legacy, there’s a different kind of authenticity at play.
For someone evaluating the brand — whether you’re buying pieces, following its drops, or even considering it academically — recognizing the founders and their vision gives context to the designs, fits, drops and brand voice.
Current Status & Growth
From the public record: Cold Culture is now active in multiple markets, with physical presence (such as a flagship store in Madrid) and online operations shipping globally. The founders, while still connected with the Spanish creative base, appear to be leading the company’s expansion into broader Europe and beyond.
As the brand grows, the founding story becomes part of the identity — cold-culture aesthetics rooted in Spanish streetwear, creative youth, travel and urban global influence.
Final Thoughts
So who started Cold Culture? Martina Merry and Andrés Varela are publicly identified as the founders of the Madrid-based label. They launched the brand around 2021, drawing on early entrepreneurial experience, a passion for urban style, and a desire to build global streetwear that speaks to culture, travel and authenticity.
If you’re diving into the brand — whether as a fan, buyer or observer — knowing this founding story adds depth. Cold Culture isn’t just another label; it’s the product of young streetwear-minded visionaries who wanted to build something worldwide from the streets of Madrid.
Recognizing their names and vision helps you understand why Cold Culture looks and operates the way it does — from oversized fits and graphic pieces, to limited drops, global inspiration and a street-first sensibility.
In short: Cold Culture was started by two young Spanish entrepreneurs, rooted in Madrid’s urban culture, and built with a global vision from day one.
