The Social Hub launches Pan-European Teamwear Collection in Collaboration with Conscious Fashion Brand Loreak Mendian

Amsterdam, November 2025 – The Social Hub and Spanish streetwear label Loreak Mendian unveil a collection designed exclusively for the hospitality brand’s 1,000-strong operations workforce, alongside a limited-edition capsule range available in The Social Hub stores for fashion lovers across Europe. Founded in 1995 in Donostia–San Sebastián, Spain by Víctor Serna, Loreak Mendian  has become a symbol of creativity, culture, and craftsmanship rooted in the Basque Country. Moreover, Serna shares a special connection with The Social Hub as ambassador and creative collaborator of its San Sebastián hotel since its inauguration in 2024. Based on these synergies, The Social Hub selected Loreak Mendian to craft a collection that truly reflects the brand’s values, energy and creativity.

A unique take on teamwear for The Social Hub employees  

The new and exclusive teamwear line for The Social Hub employees across its 21 hotels combines functionality with contemporary design to reflect the brand’s dynamic identity. The design is inspired by functional casual wear and combines utility with urban style, using durable, long-lasting fabrics. Its hero design channels the energy of European cities where The Social Hub thrives and is an ode to the free spirit of music tours, the concept of movement, and community building which is a key differentiator for the Social Impact driven hospitality brand. Key items - such as t-shirts, button-ups, aprons, and jackets - are reimagined for both professional settings and everyday life, unified by a visual language that celebrates art, music, and local culture. 

A complementary, shoppable capsule collection 

To mark the occasion, the partners have also introduced a shoppable, limited-edition capsule collection, bringing Loreak Mendian’s signature craftsmanship and contemporary style to guests across Europe. 

Designed for travellers, creatives, and culture lovers, standout items include graphic t-shirts and tote bags that will be available starting early December to the general public across all The Social Hub shops in Europe. Meanwhile, selected Spanish hotels already offer, locally inspired pieces created by Loreak Mendian over the past two years as part of the fashion brand’s ongoing partnership with The Social Hub. 

A commitment to responsible design    

The new collections are produced entirely in Portugal and Bulgary, using organic, recycled, and PFC-free materials, supported by certifications that guarantee sustainability. Each piece is designed for repairability and longevity, embracing a circular approach that reflects both Loreak Mendian and B Corp Certified The Social Hub’s commitment to sustainable practices. 

“As a company rooted in community, this exclusive teamwear collection brings to life the journey of The Social Hub’s brand and the people at its core - our team and guests,” says Marion Koopman, Chief of Operations and Commercial Officer at The Social Hub. “By collaborating with the talented Victor as our local ambassador in San Sebastian, we’ve co-created a pan-European project that not only celebrates local initiatives but also fosters meaningful connections across our global community. It’s how we turn values into action, how we engage and inspire our teams from within, while demonstrating how our rooted values come to life through conscious collaboration, creativity, and shared purpose.” 

Víctor Serna, Co-founder of Loreak Mendian, adds: “This collaboration represents the evolution of a sustainable and creative partnership. One that has grown from an ambassador program into a meaningful European wide project. Over time, it has sparked collections and ideas that both teams deeply value. For Loreak Mendian, being part of this journey is truly inspiring, reflecting a shared vision of creativity, responsibility, and progress.”