Companies

New Generation: Artur Cardoso from Wagwan

Dec 23, 2024 Portugal

With a marketing degree and a past linked to the art world, Artur Cardoso has recently launched Wagwan, a Portuguese footwear brand that combines art and sport

Was it a natural choice to work in the footwear industry?

Actually, it wasn’t at first. However, I’ve always had a family connection to the sector, which has always interested me. I’ve also always wanted to develop a project that combined fashion and sport, and footwear seemed to be the perfect point of convergence between the two. After a lot of learning and experience, I've come to realise that my career path was very natural, but it was the result of passion and opportunity

How did Wagwan come about?

The idea for Wagwan dates back to 2019, when my brother Filipe and I decided that it was time to start our own business. We thought we had enough original and solid ideas to give the first kick. Our interest in fashion, combined with Filipe’s passion for skating and mine for surfing, led us to look for a product related to these worlds that didn’t exist in the market.

That’s how we came up with PlainJane, the first product of our Wagwan brand. These were skateboard sneakers made from vegan and/or sustainable materials. Although some options didn’t exist at the time, we now have a few, but they are scarce. We believe that our product is unique and different from what the market has to offer, and that is what motivated us to go ahead with the project.

We spent about three years working on the design and brand identity, and once we had all those things defined, we moved on to the product.

How does it stand out in the market?

Wagwan currently stands out for its unique and innovative approach to offering PlainJane skateboard sneakers made from vegan or sustainable materials. Although there are a few other options available on the market, we believe our product stands for the combination of quality, style and environmental awareness. We are also committed to offering original designs that reflect the skate and surf culture, which sets us apart from other brands. We believe that our focus on sustainability and our commitment to the community make Wagan a unique choice for customers.

What advice would you give to a young person starting out in the industry?

The most valuable advice I can give a young person taking their first steps in the industry is to do a lot of research. Understanding the market you are trying to enter, knowing the competition, and identifying the potential needs of customers are essential steps to success.

Don’t underestimate the importance of finding investment. Securing adequate financial resources is crucial to getting the business off the ground and overcoming initial challenges. Investment in marketing and sales is also essential. A good marketing strategy can help raise brand awareness and attract new customers, while investment in sales will help turn that interest into actual sales.

Still, it’s important not to compromise values for quick profit. Maintaining integrity and authenticity is essential to building a loyal and sustainable customer base over time. Finally, never hesitate to ask for guidance and support.

Source and Image Credits: portugueseshoes.pt

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