How did this project come about?
Because we were born in São João da Madeira, we grew up with the footwear
industry. Having grown up here, we saw there was a gap in the market that we
wanted to fill. We began with three things in mind: design, comfort and
sustainability. We aimed to combine Portuguese know-how with innovation and
environmentally-friendly practices.
Was footwear a natural choice?
It was a natural choice given where we grew up. We are from Sao João de
Madeira, so we have always lived very close to the art of shoe making.
What
are the biggest challenges?
Any new design or brand must have excellent communications to be able to get
its message out to a large number of potential consumers. We also use materials
(as is the case of cork leather) which despite their excellent properties are
not very well known by the public. This ability to invest in communication has
been the biggest challenge.
How
does Treec differentiate itself in the market?
Treec links sustainability and innovation in a unique way. One of the main
images of the Treec brand is the use of recycled materials in our soles, which
gives them a somewhat unusual look.
As well as using this recycled material, we are making use of other waste
products that in another context can be described as "rubbish” and stopping
them from contaminating the environment.
What
are your plans for the future of the brand? What can we expect?
To innovate with new materials, to commit to new designs and understand how we
can add value to fashion in a sustainable manner based on the circular economy.
We are currently available in shops in Germany, Belgium, the United States and
Australia, and will soon expand our network of partners.
We will continue to invest in our online presence at
treec.pt (for the
B2B market) and treecshop.com (for the B2C market)
What advice would you
give a young person starting out in the industry?
Have courage, work hard and believe in your worth. It is natural to hear
people say we are "crazy” and to get so many rejections when we are preparing
our project and creating our own business. However, if you have studied the
market, and if the ability, ambition and concept are there, then go for it.