"More than a brand, Softinos is a concept. We only use highly soft and malleable materials. All the soles have very flexible materials and can not be extremely thick; the leathers used have to be as smooth as possible. We use only rubber and elastic. The shoelaces must also be extremely soft. In a nutshell, everything has to respect the brand's DNA", João Monteiro, the responsible for the brand said.

Despite the differences, the connection between the two brands, Fly London and Softinos, is undeniable. In Portugal, Softinos footwear is available at Fly London stores in the Foreva chain of shops (also part of the Kyaia group), and a number of other stores.

Roughly 90% of the all produced footwear by Softinos is directed to women; however, the collections for men begin to gain more importance. Regardless of shoe produced, one thing is certain, all Softinos shoes have have comfort as common element.

Cheerful, fun, bold and not afraid to use a wide range of colors. Exports are growing on a yearly basis, and the brand already sells 90% of its Portugal-based production to countries from across the world: "We are now in 33 markets and clearly we have 3 anchor markets: Germany, UK and the US who have registered a very high growth", João Monteiro added.

To further invest South America and strengthen the positon in China, South Korea and Japan are the next steps of this young and dynamic brand.

For more information about Softinos please refer to the brand's website.