My name is Rafa Yuste, I am the founder and creator of SANTA FE, named after the faith that moves every project (and the street I grew up in).

SANTA FE was born from a background and a conviction: that the power of fashion, the art of creating desire around an idea, a concept, an object belongs far beyond fashion itself. 

My path began in fashion, studying at Central Saint Martins. Very soon, I realised my passion wasn’t in making garments, but in how fashion creates meaning and desire. I discovered the power of sales and how creativity can move culture—and people. 

That experience opened the door to SANTA FE. 

SANTA FE exists to bridge worlds: taking the emotional force of fashion and applying it to the ideas shaping the future, we can transform how science and technology connect with people. 

We turn: complexity into clarity, insecurity into confidence, information into imagination. 

Because desire is not superficial—it is what pulls people closer, and when people draw closer to science, to technology, to the future, everything becomes possible.