FASHION //
MEET GUAVA
THE DAREDEVIL ARCHITECTURAL BRAND
OF THE PORTUGUESE SHOE INDUSTRY
You might not know this, but the world sexiest shoe industry
is the Portuguese. If you need more answers, look at your shoes,
feel the touch of the real leather and run your fingers through all
the intrinsic details. Today, Portugal has a shoe industry larger
than life, innovate and groundbreaking. The story of GUAVA, an
avant-garde brand that has dealt with major issues in this indus-
try and against all odds was able to surpass them. It is an indus-
try that despite the positive prospect is still filled with resistance
to change and fear of doing something truly original. Since the
very beginning of GUAVA that architecture and geometry made
sense to me. The new wave in art, design, and architecture with
Modernism and the Bauhaus was an overall inspiration. I was
truly devoted to the beauty of this transformative Era. I was al-
ways intrigued by changes, society and the reinvention of arts.
For me, that is what Design is all about, Reinvention.
By evolving with new ideas is where the industry suffers the
most and that challenge to overpass this clash is a truly demand-
ing experience. It is like “declaring war” on a routine of what
is already established. For me bringing the idea of architectural
heels into the Portuguese shoe industry was a challenge I was
willing to take, but I guess I wasn’t aware of how demanding the
challenge would become. Being a young designer with new ideas,
in an industry of man and traditions was a tough challenge.
And overcoming that clash of generations was even tougher.
The more negative responses I got the more I wanted to make
this a reality, and the more I wanted to make this possible in
Portugal, my home country. As of now, I can proudly say that
it is possible.
I had to shift many mentalities and gain the trust of shoemakers
who had years and years of experience. I was a young kid with
the strangest ideas, like the one of having a diamond shape heel
on every female shoe. After five years of breaking a few barriers,
we can 100% produce our heels in Portugal from scratch. The
technology that was necessary, that we now have, and the need
to involve enthusiastic people full of energy to overcome those
barriers, made an almost impossible dream to actually come true.
Not only for Guava but for all other young designers, new brands
and new ideas that come just after, this is an open door to a new
generation. Saying that Guava came as a new wave for Portu-
guese new trends & design makes us tremendously proud.
Midnight Black Sandal
Artic Mint Pump
Ivory Nude Pump
Powder Rose Sandal