Life is... Living with purpose
José Ignacio De Nicolás Gutierrez / July 27, 2025
Today we begin a new chapter. A space I've decided to call LIFE IS... A personal blog where, each month, I'll share thoughts, lessons learned, and anecdotes from my life and this incredible experience of building MAJA®.
I still remember an email I sent to my children on October 23, 2019. I was sharing the first official MAJA® logo with them. The email said: "I'm sending you the MAJA® brand identity manual. It's just the logo; the slogan, uses, product families, and much more are still missing. Take your time to look at it. Santi, you're more involved in this."
Today we begin a new chapter. A space I've decided to call LIFE IS... A personal blog where, each month, I'll share thoughts, lessons learned, and anecdotes from my life and this incredible experience of building MAJA®.
I still remember an email I sent to my children on October 23, 2019. I was sharing the first official MAJA® logo with them. The email said: "I'm sending you the MAJA® brand identity manual. It's just the logo; the slogan, uses, product families, and much more are still missing. Take your time to look at it. Santi, you're more involved in this."
Today we begin a new chapter. A space I've decided to call LIFE IS... A personal blog where, each month, I'll share thoughts, lessons learned, and anecdotes from my life and this incredible experience of building MAJA®.
At MAJA® we believe that adventure is not a trend, nor a destination. It's a way of seeing and living life. A way of connecting with who we are, with what surrounds us, and with that inner drive that moves us.
That impulse is instinct. That inner voice that tells you when to move, when to stop, when to venture into the unknown. It's that feeling that arises when you're in nature, breathing deeply, feeling the present moment.
We don't believe in just one way to experience adventure. We believe in yours. In the freedom to do things at your own pace. In making your own decisions. In living authentically. And that's what we want to embody in every garment we design.
We don't just make clothes; we create tools for experiencing real moments. We build community and proudly represent Mexico with every piece that goes out into the world.
To stay true to that, we defined our Four Cardinal Points MAJA®. These are the principles that guide us. They are designed to protect what matters most to our company: our Customer, our Team, our Product, and our Legacy.
Client: "Let's make sure our customers always come back."
We want to earn your loyalty with well-made products, good service, and an experience that makes you want to come back.
Team: "You are a leader on this team."
Every person matters. What you do, how you do it, and how you treat others leaves a mark. Here, everyone contributes.
Product: "Each garment tells a story."
Nothing is left to chance. From the design, the cuts, the fabrics and the details, to the patterns that tell real stories of our land.
Legacy: "We leave our mark wherever we go."
We want to do things right. To positively impact our community, the environment, and the people with whom we share this adventure.
Knowing the why and the how is like having the map, but that's useless without people willing to walk the path. And those people are you.
Thank you for believing in this project. For contributing your talent, time, and passion. For making MAJA® a reality. We started with a boat in the Sea of Cortez, and today we're competing with brands from all over the world.
I extend an invitation: let's take this seriously. Let's ensure that every decision, every product, every conversation reflects what we believe in. Let's continue to put Mexico's name where it deserves to be.
And never forget:
Have an adventure. And above all, never stop being yourself.
