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Portuguese footwear industry launches Kindness campaign

Oct 20, 2026 Portugal

Empathy, sustainability and the people behind the footwear industry are at the heart of “Kindness”, a new international communication campaign by the Portuguese Footwear Association (APICCAPS)

Against an international backdrop marked by conflict and uncertainty, raising awareness and inspiring reflection has become a pressing challenge, particularly at a time when the pace of everyday life is increasingly frantic. It is in this context that the new communication campaign from the Portuguese Footwear, Components and Leather Goods Manufacturers’ Association (APICCAPS), titled “Kindness”, emerges as an invitation to reflect on the importance of the little things.

“In a world that never seems to stop, not even to catch its breath, we believe it is important to take a moment and remember that every gesture matters. Contributing to a better world often begins with the small choices we make every day”, says Cláudia Pinto, Communications Director at APICCAPS.

At a time when consumption patterns are increasingly shaped by speed and the intensive use of resources, the Portuguese footwear industry is seeking to champion an alternative approach, one that it has been steadily consolidating in international markets. This positioning is built on quality, authenticity and product durability, alongside a growing commitment to sustainability and innovation, prioritising products designed to last and increasingly responsible manufacturing practices.

“Doing better is not just about producing better. It means making more conscious choices, respecting the world around us and understanding that every gesture counts”, adds Cláudia Pinto.

APICCAPS emphasises that the Portuguese footwear industry continues to value the expertise passed down through generations, the craftsmanship of its people and meticulous attention to detail, while embracing new technologies, materials and manufacturing processes. The ambition is to further strengthen Portugal’s international reputation as a benchmark for sustainability and innovation in footwear.

In this sense, “Kindness” conveys a message that goes beyond the product itself, seeking to associate the Portuguese footwear industry with a particular way of thinking, working and producing: making more responsible choices, valuing people and creating high-quality products designed to stand the test of time. Today, the Portuguese footwear industry exports more than 90% of its production to 174 countries across five continents, generating export revenues of nearly 1.8 billion euros.

Featuring photography by Frederico Martins, styling by Fernando Bastos Pereira and production by Snowberry, the new campaign was unveiled at the official ModaLisboa programme. It is part of APICCAPS’ strategy to promote and internationalise the Portuguese footwear industry, with the support of COMPETE 2030.

Source and Image Credits: portugueseshoes.pt

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