Today I Speak About Myself: The Journey of Pepe – From Passion to Reality

By Pepe Montiel, Sales Manager at CRUSH Leather Goods

There are paths that choose us, and that’s how fate led me to Ubrique. Although my roots aren’t here, this town captivated me in a unique way, with its history, its people, and, above all, its legacy in the world of leather craftsmanship. My journey has not been linear; in fact, I’ve walked many different paths—from serving drinks in British pubs to helping migrants learn English. But it was in the UK, while working as part of the merchandising team for a British fashion brand, that I discovered my true calling. However, I must admit that it was LOVE what pushed me move here.

It’s curious how life prepares you for something without you even realising it. I completed my studies in English language, marketing, and communication, and over time, all that knowledge and experience converged in CRUSH Leather Goods. This brand is not just a business; it’s the result of constant hard work, dedication, and, above all, the desire to preserve and honour a tradition passed down through generations.

CRUSH is deeply rooted in the human element. For me, what matters is not just the final product, but the people behind every detail, every stitch, every design. Truth, honesty, and an extreme level of involvement define everything we do. Our commitment is to look those who trust in us directly in the eye, offering not only high-quality products but also a relationship with the brand built on mutual trust and respect.

Although the creative process is in expert hands, such as those of my colleague Belén, there’s something in the constant communication within the team that makes everything flow. Personally, I’m passionate about working with materials, feeling the warmth of the leather, and thinking about the functionality of each piece. It’s this love for detail that allows us to create something truly unique.

CRUSH has a mission. We are here to champion a craft handed down by our mothers, fathers, and previous generations. A craft that has shaped this town, Ubrique, a place nestled in nature, between two national parks. We feel responsible for contributing to our community, creating jobs and prosperity, anchoring people to a rural environment that often struggles to retain its younger generations.

We know that challenges are inevitable. They are necessary to reach our dreams. The generational shift is, without a doubt, one of the biggest challenges we face. We want young people to see this craft not as an old-fashion thing, but as a modern and future-facing profession. Artisanal manufacturing is the essence of sustainability, organic growth, and cooperation—values that, while they may seem new, have been guiding leather artisans for centuries.

My dream for CRUSH is simple but ambitious: to be recognised as a brand that takes pride in its origins, that values above all else the human relationships we build and the bonds we forge. Because at the end of the day, what matters isn’t just the leather, the design, or the process; what truly matters is the connection we create with the people who choose to be part of our story.