New brand from the Máximo Internacional group merges Covilhã’s wool tradition with Japanese minimalism

Comfort, design and material quality lie at the heart of Shirakama, the new footwear brand from the Máximo Internacional group, which debuts with the SŌ-GEN collection, inspired by the wool of Serra da Estrela.

The inaugural collection — whose name combines the Japanese terms Sō (creation/layer) and Gen (origin) — proposes a return to the essence of protection, exploring the dialogue between the Portuguese mountain landscape and the precision of Japanese minimalism. To achieve this, the brand uses ancestral herringbone wool fabrics produced in the historic mills of Covilhã, elevating these materials into a high-performance solution applied to footwear.

Shaped by the climatic conditions of Serra da Estrela, these fabrics stand out for their strength and durability. The exterior acts as a protective barrier against the elements, while the interior focuses on thermal comfort, with a lining made of wool and lambskin, creating a contrast between robustness and softness.

"At Shirakama, we believe design should be a point of clarity in a world of noise. SŌ-GEN represents our return to the origin, where the legacy of Covilhã’s wool mills meets the acuity of Japanese thinking,” explains the brand. "Beyond the surface, we sought to create an interior that works as a private sanctuary, designed to retain warmth and provide an experience of quiet comfort.”

With this collection, Shirakama positions itself in the premium footwear segment, valuing Portugal’s industrial heritage, the longevity of materials, and a restrained approach to design — one guided by substance rather than excess.