Companies

New Generation: João Ferreira from Paradigma

Apr 22, 2025 Portugal

With a degree in management, João Ferreira is at the helm of Paradigma, a 100% Portuguese brand owned by the second generation of a shoemaking family that has been in business since 1987

Was working in the footwear industry a natural choice?

Yes, during my teenage years, I’d always followed the world of sneakers, and as my father had a footwear business, it was almost a ‘no-brainer’ to try working in the industry. However, both he and my grandfather warned me many times that it was a difficult industry that would give me a lot of headaches.

How would you define your brand/project? How does it stand out in the market?

We are a company that is always trying to keep up with new developments and what the market is asking for, and our strength is classic men’s shoes.

We work on a private label basis and try to offer our customers the best possible value for money, with a focus on premium/luxury brands.

What have been the biggest challenges to date?

The biggest challenge has been learning about the different materials. This is an industry that uses many components to make a product that looks much simpler than it is.

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

Listen to the advice of the older people: they have a lot to teach. But it’s also important to speak your mind. Despite our lack of experience, we often have a different and more up-to-date vision of what our customers want.

For more information about the company, visit the following website.

Source and Image Credits: portugueseshoes.pt

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