Behind the Brand: Canussa

A minimalist handbag is one of those accessories that just make your life easier. It slots effortlessly into your wardrobe and goes perfectly with every outfit. It fits all your essentials and more. It elevates your style by quietly whispering, never shouting. If you're looking for a bag like that, but with a sustainable twist, Canussa is the place to go.

By Sascha Camilli: writer, speaker, activist, and vegan fashion expert. 

This Spanish brand's purpose is to make consumers' everyday life easier through expertly crafted, timeless accessories created ethically by skilled local artisans, using eco-friendly and vegan materials.

For a brand that's been featured in publications such as VOGUE and InStyle, Canussa's beginnings sure are unusual. At the start, founder and CEO Maria Cano had no desire to make bags at all. "Interestingly, I never initially felt drawn to the fashion industry. My background is in software engineering, and I've always had a passion for travel and exploring new cultures, which led me to live in Italy, Ireland, and the UK. Before founding Canussa, I spent 18 years in senior management roles across various European countries, primarily within the automotive, IT, and electronics industries. My focus was mainly on marketing and sales within a B2B environment."

But something within that path didn't sit right with Cano. "After many years working in the corporate world, I realised that while I was working hard, I wasn’t seeing the positive impact I wanted to make. I felt the need to create something with real value for society, something that could contribute to a better world. That’s when I decided to launch Canussa, with the goal of innovating and finding sustainable solutions that minimise environmental impact."

The idea behind Canussa came from a practical need: "In my previous job, I travelled frequently with my laptop," remembers Cano. "I struggled to find a laptop bag that was both stylish and functional. It seemed like I had to choose between elegance and practicality. Designer accessory brands often focused solely on aesthetics, neglecting functionality, while functional brands sacrificed style. When talking with colleagues, both men and women, I found that many shared the same frustration. That’s when the idea for Canussa was born—a brand that seamlessly combines design and functionality."

Quality also mattered in the infant stages of this nascent new brand. "Another issue that bothered me as a consumer was the decline in the quality of fashion products, especially with premium brands. I noticed that many were now manufactured in Asia with low-quality finishes, leading to products that often lasted only a short time. Spain is home to some of the world’s best leather artisans, so I wanted Canussa to be made in Spain, ensuring both quality and durability."

Starting a brand without any experience in fashion was a challenge. "I had no prior experience in the fashion industry and no existing contacts. It was a significant challenge to launch a brand from scratch without the necessary background or connections. To overcome this, I enrolled in a course on handbag design, attended numerous fashion exhibitions and events, and visited many workshops. I was determined to learn as much as possible, as quickly as possible."

As echoed by many brands, Cano also experienced resistance when it came to manufacturing. "Another challenge was finding artisans who were open to working with innovative fabrics that weren’t animal leather. In Spain, high-quality bags have traditionally been made exclusively with leather, and many artisans were hesitant to try alternatives. They often believed that non-leather fabrics were inferior in quality. I visited numerous workshops, and finally I found an artisan in Madrid willing to experiment with our vegan alternative. Later on I found another in Valencia, where we are based. Once he worked with the material, he was impressed—it could be crafted using traditional techniques, and he even found the quality and durability to be superior to animal leather. This breakthrough was crucial in bringing Canussa's vision to life."

The brand's idea of its ideal consumer is true to its roots - the professional world. "We understand the frustration many professionals face when they feel forced to choose between practicality and aesthetics. That’s why Canussa was born—to offer a seamless fusion of design, minimalism and functionality. Our customers seek a brand that understands their need for smart, stylish accessories that can keep up with their busy lives while also aligning with their values. They want to invest in products that support fair labour practices, reduce environmental impact, and are built to last. Our customers have a discerning eye for quality and appreciate products that are not only durable but also ethically made, vegan and environmentally conscious."

As a founder, Cano admits there are no typical days - no two days are alike. "Some days, I might be visiting a workshop to check on production or test new models; on others, I'm overseeing a photoshoot for an upcoming collection or attending an exhibition in search of innovative fabrics. Every day is different, filled with chances to learn and grow." However, combining entrepreneurship with her personal life is crucial. "One thing that remains constant, though, is the time I get to spend with my son, Miguel Angelo, when I come home in the afternoon. Balancing entrepreneurship with motherhood has been the most rewarding challenge I've ever faced."

By Sascha Camilli

About Sascha

Sascha Camilli is a vegan fashion writer, speaker and activist. Her book Vegan Style is out now on Murdoch Books. For more about Sascha, you can read our interview with her or read her newsletter Kind of Wild. You can also follow her on Instagram, Twitter and LinkedIn.

All images courtesy of Canussa.

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