Words: Cláudia Pinto
Photos: Carmo Amorim
Disclaimer: following in these women’s footsteps will not be an easy task. But the truth is that they have already opened doors for those who will follow. In this Follow Me, you’ll meet five Portuguese footwear and accessories brands run by women.
Filipa Couto
Trofal
She has a degree in Clinical Psychology and a master’s in Business Management. But it’s in the family business that we find Filipa Couto. It was an invitation from her father that made her the second generation at Trofal. “My father felt that he had no one to carry on his legacy. At a certain point, he challenged me to work for the company and take on this project. Needless to say, I accepted, knowing that I would always do my best! It has been a very challenging, developing and, above all, productive years”.
Filipa is part of a new generation that is now entering the sector; a generation that is concerned with “people; the people we work with. In particular, I go every day to each workplace to talk to each worker. I try to understand what they need to make their day better. Admittedly, this comes from my first degree. People should feel good at work”.
Trofal was the first certified company in Portugal and the first to produce vegan footwear. “My father was always a visionary in this aspect. This new generation is more aware of these issues”.
Meanwhile, the Benedita-based company is currently working on the rebranding of the “Elite” brand, an adventure brand that offers sports, nautical, hunting, country, and casual goods.
Salomé Almeida
Take a Walk
Very feminine, elegant design, resilient and minimalist are some of the adjectives we can use to characterise Take a Walk, a women’s footwear brand run by Salomé Almeida. And we can certainly vouch for the fact that the brand reflects the entrepreneurial spirit of its founder.
With more than 20 years of experience in the market, Take a Walk began its journey with the production of men’s footwear. It was only over time that the production of women’s footwear marked a turning point in the company’s history. The development of the first collection and the start of the internationalisation process were the greatest challenges, but even so they were easily overcome.
Taking risks seems to be one of the favourite mottos of Salomé, as she brings her own ideas and inspirations to each collection.
Alexandra e Rute
Friendly Fire
Two friends came together to create a disruptive, irreverent and Made in Portugal footwear brand. This is the “once upon a time” of Alexandra Castro and Rute Marques who, in 2015, focused all their entire creative energy on bringing Friendly Fire to light. A feminine Portuguese footwear brand that combines design and savoir fare to offer a distinctive and irreverent option.
And what else can we say about this project that has captivated women all around the world? Reflecting the irreverent personality of its creators, Friendly Fire presents unconventional collections, inspired by an unusual combination of colours, materials and textures. Thinking of the independent and sophisticated woman who knows exactly what she wants, the brand values quality, exclusivity and detail in every product.
Friendly Fire is designed and manufactured in Guimarães, in a factory with more than 25 years of experience in footwear production.
Mara Ferreira
My Cute Pooch
Mara Ferreira, who has a degree in Business Management and a postgraduate qualification in Human Resources, has been working in the family business Bolflex for ten years. In 2019, she launched My Cute Pooch, an innovative project of sustainable and customised bags.
“One summer day, while strolling with my family down this street of stores, I spoke of a dream that had been with me for quite some time. Taking into account my father’s experience, I told him about my ideas to get his opinion. His entrepreneurial and daring spirit saw this as a project and an opportunity worth exploring, and after a period of research and testing, it was launched”.
This is how the My Cute Pooch project was born, a new brand of 100% recyclable and animal-free customised bags designed to highlight women’s individuality and versatility, adapting to different personalities and moments, and offering an alternative to the monotony of everyday life.
Daniela Fernandes
Daniela Shoes
Daniela Shoes is a family business specialising in the production of footwear with more than 30 years of experience. “Daniela Shoes is known for the quality of the materials it uses and the production process itself, while remaining true to its style and consistency. Design and comfort are two characteristics we do not let go of”, explains Daniela Fernandes, the second generation at the company’s helm.
“Daniela Shoes is a practical and sober brand whose activity is based on values such as trust and continuity. It’s in this spirit, and with today’s women in mind, that our products are launched every year: designed and produced to meet the needs of the female public in their everyday lives”.
With an academic background in Accountancy, Daniela has been with the company for 15 years and believes that passion for the industry is one of the key ingredients for success. “Firstly, we have to be passionate about the footwear industry and have a great deal of knowledge about the production process. Secondly, we can’t give up. There will be problems and challenges every day, but it’s in these moments that we surpass ourselves”, she argues.