Born in 2015, under the creative direction of Alexandra Castro Marques and Ruth, the brand combines disruptive design with the savoir faire of a Portuguese footwear factory with decades of experience, to offer a different range of products.

Reflection of the cheerful and irreverent personality of their creators, Friendly Fire shoes result in non-consensual collections, inspired by the unlikely combination of colors, materials and textures.

Idealized thinking about independent and sophisticated women and who know what they want, the brand values quality, uniqueness and detail in each product. In the words of the brand, Friendly Fire shoes are for “every woman who wants to stand out from the crowd”.

Designed and manufactured in Guimarães, in a factory with over 25 years of accumulated know how in footwear production, Friendly Fire has the ambition to become a leader in the Portuguese luxury footwear segment.