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GUAVA: a daredevil architectural brand of the Portuguese Shoe IndustryMonday 13 February 2017
You might not know this, but the world sexiest shoe industry is the Portuguese. If you need more answers, look at your shoes, feel the touch of the real leather and run your fingers through all the intrinsic details. Today, Portugal has a shoe industry larger than life, innovate and groundbreaking. The story of GUAVA, an avant-garde brand that has dealt with major issues in this industry and against all odds was able to surpass them. It is an industry that despite the positive prospect is still filled with resistance to change and fear of doing something truly original.
Since the very beginning of GUAVA that architecture and geometry made sense to me. The new wave in art, design, and architecture with Modernism and the Bauhaus was an overall inspiration. I was truly devoted to the beauty of this transformative Era. I was always intrigued by changes, society and the reinvention of arts. For me, that is what Design is all about, Reinvention. By evolving with new ideas is where the industry suffers the most and that challenge to overpass this clash is a truly demanding experience.
It is like “declaring war” on a routine of what is already established. For me bringing the idea of architectural heels into the Portuguese shoe industry was a challenge I was willing to take, but I guess I wasn’t aware of how demanding the challenge would become.
Being a young designer with new ideas, in an industry of man and traditions was a tough challenge. And overcoming that clash of generations was even tougher. The more negative responses I got the more I wanted to make this a reality, and the more I wanted to make this possible in Portugal, my home country. As of now, I can proudly say that it is possible.
I had to shift many mentalities and gain the trust of shoemakers who had years and years of experience. I was a young kid with the strangest ideas, like the one of having a diamond shape heel on every female shoe.
After 5 years of breaking a few barriers, we can 100% produce our heels in Portugal from scratch. The technology that was necessary, that we now have, and the need to involve enthusiastic people full of energy to overcome those barriers, made an almost impossible dream to actually come true.
Not only for Guava but for all other young designers, new brands and new ideas that come just after, this is an open door to a new generation. Saying that Guava came as a new wave by Portuguese new trends & design makes us tremendously proud.
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