Hands no longer embrace; they accumulate.
The heart has forgotten moderation.
It is time to exchange the disposable for the lasting.
Illusion for truth.
Mass production or conscious consumption?
Your choice will shape the future”.
Portuguese Shoes 2026
Portuguese Shoes launches global campaign to promote conscious consumption of footwear
Hands no longer embrace; they accumulate.
The heart has forgotten moderation.
It is time to exchange the disposable for the lasting.
Illusion for truth.
Mass production or conscious consumption?
"The time to rewrite history”. This is the motto of the
international campaign launched by the Portuguese footwear industry as
part of the BioShoes4All project. Featuring Isabel Abreu, the campaign
promotes awareness and care as the new pillars of the future, urging
responsibility, authenticity, and an urgent paradigm shift in the
sector.
In a world where 24 billion pairs of
shoes are produced, and 90% of which are made in Asia, the question
arises: is this reasonable? Is this sustainable?
Portugal believes there is another way.
With a strong aesthetic, emotional and ethical charge, the new
APICCAPS campaign doesn’t just sell footwear – it offers a vision. A new
attitude. Produce less, but produce better. Get back to the essentials.
Celebrate what lasts. Celebrate what is made with time, hands, and
respect. It doesn’t require ephemeral labels because it embodies
ancestral expertise and a genuine commitment to the future.
"Every
year, 24 billion pairs of shoes are produced, 88% of which are made in
Asia. This is neither reasonable nor sustainable. We believe that it is
possible to produce high-quality footwear in Europe at fair prices”,
says Paulo Gonçalves, communications director at APICCAPS.
Portugal
presents itself to the world as a small producer of excellence,
combining tradition and innovation with sustainable industrial practices
and a history of investing in modernising its value chain. At a time
when the planet is crying out for restraint and awareness, the
Portuguese footwear industry is responding with integrity and
innovation.
The industry has always been about people. Of time. Of land. Of the future. And that is what we want to continue wearing.
The
choice of Isabel Abreu – actress, creator and active voice of culture
and social responsibility – is no coincidence. She is an extension of
the campaign’s message. With an artistic career marked by depth and
rigour, Isabel embodies the sensitivity and strength of a message that
wants to be more than just heard; it wants to be remembered.
"More
than representing this campaign, I feel part of it. Because I believe
that the way we consume says a lot about the way we exist”, she says.