We’re excited to introduce you to the always interesting and insightful Jose Figueroa. We hope you’ll enjoy our conversation with Jose below.
Hi Jose, thanks for joining us today. Let’s start with the story of your mission. What should we know?
At Inusual, our mission was easy to express: it’s the reason we went independent. We are a husband-and-wife creative duo that, after years of designing for companies both big and small across industries and disciplines, we reached a point where we knew we needed a space where we could design on our own terms. That desire, paired with our shared passion for thoughtful, meaningful design, led us to create Inusual.
From the beginning, we knew we didn’t want to be another studio churning out more “stuff.” The world doesn’t need more disposable products. What it does need are objects and experiences that feel intentional, things people connect with, hold onto, and value over time. That’s what we aim to create at Inusual.
We are on a mission to design purposefully, to innovate, and to create desire that stands the test of time which stems from a deep-seated belief that design can do more. It can elevate everyday moments, change our living environments, and increase our satisfaction. That belief is rooted in our experience, but also in our values. We believe in quality over quantity, in curiosity as a driving force, and in creating responsibly. From choosing sustainable materials to advocating for repairability, we approach every project with the future in mind.
We also care deeply about the people behind the products: our collaborators, our clients, and the end users. We seek out partnerships with brands, inventors, and entrepreneurs who share our values—those who care about quality, sustainability, and empathy just as much as we do.
The name Inusual (a blend of “unusual” in English and “inusual” in Spanish) perfectly captures our ethos. We’re not here to fit in. We’re here to push boundaries and redefine what’s possible. Whether we’re working on client projects or bringing our own ideas to life, we’re guided by a desire to craft the unexpected, to create the inusual.
Ultimately, our mission is meaningful to us because it reflects who we are, what we believe in, and the kind of impact we want to have. In a world that moves fast and favors the disposable, we choose to slow down, design with intention, and create work that lasts.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
We are Cristina and Jose, a fashion designer and an industrial designer that got married and decided to start a design studio together. With backgrounds spanning high fashion, wearable tech, consumer electronics, and brand identity, our combined experience has given us a unique perspective on what design can do and what it should stand for.
Our paths into design were shaped by deeply personal experiences. Cristina was inspired by the creativity that surrounded her growing up: her mother experimenting in the kitchen, her sister styling her for impromptu photoshoots, her father’s poetry, and her grandmother’s music. “They were so happy during these imaginative moments, and that inspired me to figure out what sparked that same joy in me.”
Jose’s love of design was sparked by a fascination with built environments and objects from an early age, peering into car interiors, wandering through open houses, and spending hours in museums with his family. A “design and technology” class he took while living in England as a teenager sealed the deal, leading him to pursue industrial design at university.
As designers, it’s always been a dream to have our own studio, and that idea became a shared goal early in our relationship. Founding Inusual was a natural evolution: we wanted to take control of our creative direction, work on our own terms, and pursue projects that reflect our values. We’re guided by a belief that design shouldn’t just add more stuff to the world (in fact there’s too much stuff and not all of it is good). Instead, we strive to create with purpose, push creative boundaries, and bring thoughtful innovation into everything we do.
Our studio offers end-to-end creative services, from brand identity to product design and development. We’re especially excited by projects that innovate, whether through unexpected materials, unconventional aesthetics, or new functionality. While much of our recent work in wearables and consumer products hasn’t launched publicly yet (Inusual just turned one year old), we’re proud of our role in helping visionary founders shape meaningful brands from the ground up. One of our strengths is building solid foundations for our clients (a clear mission, vision and values) and translating that into cohesive, emotionally resonant designs.
We will make our own products in the near future, and we’re currently exploring the future of footwear through 3D printing. It’s a chance to rethink familiar silhouettes and bring a modern craft sensibility to new production methods. We want our designs to create subtle moments of delight: the feeling you get when someone compliments your shoes, or when you notice a clever detail that was clearly placed with intention.
What sets Inusual apart is our fusion of fashion and technology, and the way we approach design from both an emotional and logical perspective. We each bring our own strengths and curiosity to the table, and we challenge each other to elevate every project whether it’s a high-concept accessory, a wearables startup, or a self-initiated experiment.
The clients we love working with are the ones who care deeply about people, the process, and the outcome. They have a strong sense of identity and aren’t afraid to do things differently. They value quality and intention, and they trust us to help them build something lasting.
At the end of the day, we want people to know that Inusual is about making work that stands out not because it’s louder, but because it’s thoughtful, responsible, and innovative.
What do you find most rewarding about being a creative?
There’s something special about seeing your idea realized in visual or physical form. It is very rewarding to see your creation serving its purpose out in the world.
What do you think is the goal or mission that drives your creative journey?
Both in our client work and our internal projects our main goal is to make objects that create meaning and delight that stand the test of time. We don’t want to make more “stuff” that ends up in a landfill.
Contact Info:
- Website: https://theinusual.com
- Instagram: @inusualdesignstudio
- Linkedin: https://www.linkedin.com/company/theinusual/
