Charline, sales representative at Clothette, breaks down the Spring/Summer 2026 collection from the Barcelona-based brand that proves, season after season, that sustainability and desirability, style and ethics can go hand in hand.

Thinking Mu was founded in 2010 in Barcelona by four friends, with a simple but radical idea: to make committed urban fashion without letting the commitment overshadow the style. The name pays tribute to Mu, the founders' Jack Russell terrier, and reflects the brand's playful, irreverent spirit.

More than a decade later, Thinking Mu has established itself as one of Europe's leading slow fashion references, present in nearly 30 countries, with a loyal customer base drawn to its color palettes, prints and responsible materials. In France, Clothette represents the brand in wholesale, and Charline, the agency's sales rep, is its best advocate.

Understanding Thinking Mu: Ethics as a Creative Language

What kind of brand is Thinking Mu?

Thinking Mu is more than an ethical brand that makes clothes. It's a clothing brand that has made ethics its creative language. The distinction matters. Their philosophy rests on three pillars: sustainability, traceability and creativity. Every garment carries a story: one of organic or recycled fibers, non-polluting dyes and fair production.

This translates into demanding material standards: GOTS-certified organic cotton, hemp, Tencel, cupro, recycled fibers. And total transparency on the origin of each piece, down to the QR code sewn into every garment, allowing the environmental and social impact of the item to be traced.

Where are Thinking Mu clothes made?

It's one of the questions professional buyers consistently ask, and Charline answers it plainly. "Knitwear is 100% made in Spain. Everything else is split between India, Spain, Portugal, and for certain materials like cupro, China." A deliberately documented and defended mix: "We need to stop demonizing China. Thinking Mu has a level of factory transparency that is genuinely impressive, including on their Indian partners, whom they've known since the very beginning." (see here)

This level of traceability is essential: it shapes the purchasing decisions of key retailers. "We work with major names in ethical fashion who scrutinize the composition and country of origin of every product. As soon as there's unjustified made-in-China, they walk away."

What type of store does Thinking Mu suit in France?

The brand finds its place in selections that combine color, lifestyle and conscience. "We have a lot of stores with brand environments like Bellerose or American Vintage, classic, already somewhat colorful universes," Charline explains. In some assortments, Thinking Mu is the most understated piece; in others, it brings the graphic, colorful dimension that was missing.

Geographically, the concentration is clear: "We're much stronger in the south. The coast, the major Mediterranean cities. That's where we have the most clients." A natural fit with the brand's Barcelona and Mediterranean DNA.

Who buys Thinking Mu?

The male/female split reflects the collection's identity: a predominantly female customer base, young, drawn to colors and oversized silhouettes, with a natural ceiling around age 45. On the men's side, the profile is different: "It starts around 30 but can go up to 60. It's the customer who will rebuy the same trousers in three different colorways because the fit is perfect and there's the elastic waistband, the comfort, that slightly oversized feel without being too big."

A wardrobe that's mixed in spirit, but with different entry points by gender and shared themes treated with subtle construction twists.

The SS26 Collection Decoded: Three Themes, Three Signals

Spanish-made knitwear: the reassuring classic

A staple of every collection, Thinking Mu knitwear is one of the most consistent pieces in the catalogue. The contrast-collar model perfectly illustrates the brand's logic: start with a solid basic and add a twist that's just assertive enough to give it character. "It's one of our best sellers. And the fact that it's 100% made in Spain genuinely influences the buying decision."

The mid-season jacket: the collection's best-seller

A short blouson in 100% organic cotton, with a high collar that buttons all the way up and a hip-length cut: this jacket is arguably the most commercially viable piece of the SS26 collection. Available in natural and navy, it embodies the moment's prevailing trend, that high, closed collar, that cut that's neither too fitted nor too loose, without forcing the effect. "Very strong seller. Good fit, good length, easy to wear. And we'll see the same silhouette in AW26 in a warmer version." A seasonal through-line that reassures buyers and builds customer loyalty.

Stripes: a confirmed comeback

The standout theme of the season, Thinking Mu's SS26 stripes take two clear stances.

First, the double blue stripe (a shirt and matching shorts, designed to be worn together or separately), available in both men's and women's cuts so similar they're only differentiated internally. "Stripes are working really well. They came back this winter and they're carrying through into SS26, across all widths."

Then, the pairing of two different stripe patterns within a single look (top and bottom that echo without copying each other) capturing the graphic mix-and-match trend that is very much of the moment.

Colored pleats: a one-of-a-kind proposition

This is arguably the most compelling signal in the SS26 collection: the pleated theme. Not because pleats are new (they've been everywhere for several seasons), but because Thinking Mu has done something with them that no one else at this price point was offering.

"Usually, pleats come in solid colors. They've managed to create a gradient with on-trend colors. And it's the only proposition I've seen on the market where the pleats actually had color." Tops, skirts and dresses developed in warm (red, yellow) and cool color palettes. "They were right in tune with the moment with a proposition nobody else had."

A niche positioning in the best sense of the term: not a trend-chasing move, but an original interpretation of an enduring direction.

Thinking Mu in France: a brand on the rise

What emerges from Charline's analysis is a brand maturing without betraying its fundamentals. "They started from a very colorful, very graphic niche. Over time, they've become more responsive to seasonal colors and trends. They're getting better and better at coordinating." And the prices remain consistent with the positioning: "When you factor in the mix of origins, the materials and the trend relevance, their pricing is genuinely compelling."

Mainstream visibility is starting to follow: influencer Loulou Kitchen, with 2 million followers, recently wore and tagged the brand's two-tone tanks, generating spontaneous attention from a new audience.

For French retailers, Thinking Mu represents a clear opportunity: a brand with documented ethics, an increasingly confident style, and accessible prices for the level of craftsmanship on offer.

Get in touch with the Clothette agency to discover the brand's collections.

FAQ: Thinking Mu in France, What You Need to Know

What kind of brand is Thinking Mu?

A Spanish fashion brand founded in Barcelona in 2010, specializing in ethical mixed ready-to-wear (organic cotton, hemp, recycled fibers) with a colorful Mediterranean DNA and a strong commitment to production transparency.

Is Thinking Mu available in France?

Yes, the brand is distributed in France through the Clothette showroom, a wholesale agency based in Paris in the Marais.

Where are Thinking Mu clothes made?

Primarily in Spain (knitwear), Portugal, India, and for certain specific materials such as cupro, in China, with full documentation on each origin.

What type of store can carry Thinking Mu?

Multi-brand lifestyle boutiques with brand environments similar to Bellerose or American Vintage, primarily in southern France and coastal areas.

Is Thinking Mu more of a women's or men's brand?

Both, with a female predominance. The women's collection is broader and more colorful; the men's collection stands out notably for its trouser silhouettes, including the Travel pant, a recurring best-seller.

Are Thinking Mu prices suited to French wholesale?

Yes. The quality/material/price ratio is one of the brand's strongest commercial arguments (pieces in organic cotton or hemp at accessible price points for the level of ethical commitment offered).

How do I carry Thinking Mu in my store?

By contacting the Clothette team directly (the Parisian showroom and French agent for the brand) who supports retailers in building their seasonal selection.

📩 info@theclothette.com