In the new manifesto of the Portuguese footwear industry, the future of footwear manufacturing takes hold. On one side, a face covered in black, chaos, excess. On the other, a simple and powerful gesture: a woman lifts a shoe as if it were an act of faith. This is where BiShoes4All comes in. Portuguese Shoes has not just launched a campaign, but a call to responsibility. Against plastic, against oil. In a world that produces 24 billion pairs of shoes a year, Portugal is proposing another way. One that calls on leather. Because leather is not just a material: it is a measure of time.
A matter of choices
“It’s time to rewrite history.” This is the message from Portuguese Shoes, which focuses on two pillars: awareness and care. In short, the opposite of disposable. And so the campaign moves along the line of differences between plastic and leather. On the one hand, the wrong examples. On the other, the ones to follow. To free the market from suffocating accumulation, from the illusion of synthetic “green.” That’s why leather is contrasted with the darkness of petroleum. Biodegradable, repairable, breathable. It is made to last, to accompany, to tell a story. In the background, the noise of a system that produces too much and thinks too little. And in this campaign, Portugal does not say it openly, but strongly suggests it: leather is the conscious choice, the choice that stands the test of time. It does not need labels, it needs time.
Produce less, but meaningfully
In short, the opposite of mass production. It is the knowledge of the hands, the time that stratifies, the supply chain that invests in innovation without betraying tradition. Isabel Abreu, the face of the campaign, does not interpret but embodies a message, a voice that does not shout. And leather, in this story, is the perfect medium. It doesn’t need slogans: it needs respect. Because the future is not built with oil, but with what lasts. The new campaign by APICCAPS and Portuguese Shoes does not speak directly about leather, but it bears its mark. It is an aesthetic of truth, an ethic of durability, a politics of gesture.
Photo from APICCAPS
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