Josefinas
Shoes
Josefinas are a Portuguese brand of ballet flats designed by me, Filipa. Some time ago, I was an architect with a dream: to create casual, elegant footwear that would honor my past as a ballerin...
Josefinas are a Portuguese brand of ballet flats designed by me, Filipa. Some time ago, I was an architect with a dream: to create casual, elegant footwear that would honor my past as a ballerina and the future of modern Portuguese women. I quickly reached the concept of ballet flats. However, these couldn’t be just any ballet flats, they would have to have personality, to represent the excellence that comes through the hands of my country’s shoe craftsmen and, above all, to give a woman the elegance and confidence that a great pair of shoes can bring to your life. I rolled up my sleeves, and knowing that my grandmother's name would play a special role in this project, the Josefinas were born, in honor of the woman named Josefina, who accompanied me during the wonderful walks that we took along the streets of the city of Oporto. Then I knew I needed to find someone special that would be able to make something which until then I had just felt with my heart. The path led me to where excellence in the Portuguese shoe industry shines through every day – São João da Madeira – and where I met Jorge and Carlos, gracious brothers and master shoemakers, who believed in this project right from the start. Together, and with the help of some friends, we started walking until we got to this day: the birth of the Josefinas. I spent a year researching materials, testing, trying out different experiences, doing the possible and the impossible and, after lots and lots of help from friends, and even from a handful of delightful fashion bloggers, I arrived at this concept that I'm sure you'll love just as much as I do. The Josefinas are created with high quality leathers, the finest leather for the soles, top quality grosgrain and not even the cord that tightens them was left out of this selection. The different types of leather used were selected taking into account the need for flexible materials that were capable of adapting to the foot’s elasticity while simultaneously allowing it to breathe. The Josefinas’ tie has the particularity of being adjustable, which allows a tighter or looser fit, depending on the needs of each foot. The Josefinas are the most beautiful ballet flats, of that I am sure! Are you travelling? Getting married? Going to the office? Stepping out at night and dancing until dawn? Standing on your tiptoes to kiss who you love? The Josefinas highlight these events that are part of the life of any young or modern woman who appreciates the uniqueness that envelops her every step. I hope these ballet flats inspire the path of many other women, straight to the realization of their dreams, just as they have inspired me!Brand Details
Designer
Filipa Julio
from
2013to
PresentBrand Strategy
Market segment
Bridge
Core business
Shoes
Targets
Women
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