AVI GUS
My name is Avi Gus, and I have learned one thing over the years: it is never too late to truly begin.
For a long time, I have observed how the world has been moving faster and faster. How people buy more, care less, and discard too quickly. And I come from a different era. A time when a garment wasn't just ‘a garment’: it was something that accompanied you, that lasted, that was repaired, that was respected. Where the word quality meant something. And where style wasn't in the label, but in the way you lived your life.
That's why this brand was born.
At 73, I decided to embark on my life's project: to create clothing with the values I grew up with. Clothing made with intention. With durability, good materials, good finishes, and that honesty that you notice when something is well made. I don't want to make pieces for one season. I want to make garments to remember, to live in, to accompany you.
But if there is one thing that becomes clear at this age, it is this: it is not just about making. It is about sharing. It is about enjoying. It is about creating experiences with people who add value. Because in the end, it is not things that remain. It is moments that remain.
This brand is my way of bringing it all together: what I've experienced, what I value, and what I still want to build. And if you're reading this, maybe you feel the same way: that authenticity never goes out of style, and that dreams have no expiry date.
Welcome to my story.
Welcome to SALPI.
FASHION FILMS
IN ALIGNMENT WITH OUR LOVE FOR DETAIL & MESSAGING, OUR SHORT FILM PRODUCTIONS SERVE AS ANOTHER VEHICLE OF EXPRESSION TO HELP BRING OUR PIECES TO LIFE.
Boxing Club
Our very first short film, created in collaboration with professional Spanish boxer Nicko Aviles to introduce Salpi’s debut collection. Featuring Avi Gus as the coach, this piece embodies the core ethos of our brand: with true effort, passion, and relentless drive, anything is possible. It is a raw reflection of what Salpi is built on—perseverance, consistency, and pure authenticity.
MECHANIC - AVI GUS
In this piece, we strip things back to the raw essentials. It’s just Avi Gus, alone in the garage, surrounded by tools and thick smoke. With a cigarette in his mouth and his face and arms covered in grease, he’s hard at work repairing his 4x4 Cayenne to get it ready for the next off-road route. This short film is an ode to the unseen grind—proving that the real journey starts long before you hit the dirt, and sometimes, you just have to get your hands dirty to make it happen.
ON ROUTE - PREOVERLAND
The journey continues. Following the hours of grease and hard work in the workshop, the 4x4 Cayenne finally hits the dirt. This short film follows a couple and their dog escaping the noise of the city and heading deep into the wild. After finding the perfect remote camping spot, they begin to unpack and set up camp, fully embracing the outdoor lifestyle. The story culminates with a sharp, decisive axe throw straight into a tree, revealing the Salpi logo. It’s the ultimate payoff: the freedom and adventure we work so hard to experience.
Casa Salpi 25´
Set against the backdrop of a wealthy family estate, this short film tells the captivating summer love story between Carlos, the estate’s newest worker, and Lucia, the owner's daughter. "Casa Salpi 25'" captures the fleeting magic and unpredictability of summer—a season with the unique power to break down social barriers and bring people together, even those you would least expect. It’s a beautiful story about crossing lines, human connection, and the unforgettable memories of a summer romance.
L'Overland Ft. Edgar Canet
For this chapter, we teamed up with Dakar rider and official KTM Red Bull athlete Edgar Canet to create an exclusive apparel collection. "L'overland" captures the extreme precision and immense sacrifice required to compete in the big leagues. It’s a raw look at the harsh reality of the journey—proving that the road to the top is never easy, and only the absolute best have what it takes to achieve their ultimate goals. A true story of grit, resilience, and the relentless pursuit of greatness.
Black Friday 2025
For our 2025 Black Friday campaign, we wanted to show the real work behind the scenes. Avi Gus stars as our warehouse manager, listening to a radio broadcast announcing the biggest and most consumer-driven week of the year. His response? He throws the radio to the ground, shuts out the noise, and gets straight to work. It’s a raw, high-energy look at the dedication it takes to seal the boxes, load the truck, and make things happen.
SK-8 FT. JOAN GALCERAN
For the launch of our SK-8 collection, we took things to the streets with one of our wildest projects yet. We teamed up with renowned Barcelona skater Joan Galceran, but with a major twist: using professional special effects makeup, we completely transformed him into our very own Avi Gus. We then sent him straight to MACBA—one of the most iconic skate spots in the world—and filmed the entire session with hidden cameras. The result is a raw, mind-blowing, and hilarious short film that captures the genuine, jaw-dropping reactions of the crowd as they watch an "old man" effortlessly shredding the plaza. It’s a pure tribute to skate culture, creativity, and breaking the rules.
SALPI X VICTORIA SHOES
Two brands, one shared respect for craftsmanship. We teamed up with Victoria to reinterpret their iconic 110 Inglesa canvas sneaker through the Salpi filter. In this documentary-style short film starring Avi Gus, we take you inside the factory to show the real, unpolished process. By exposing the stitching and embracing an aged, worn aesthetic, this is our tribute to things made to last—shoes that only get better with time