Josefinas

Josefinas is a Portuguese handmade flat shoes brand owned by 3 women, with a store in New York City. The brand’s mission is to empower women around the world through the use of flat shoes, and making the world better by doing business mainly with companies owned by women. The brand offers a full line of flat shoes, with a foundation in ballet flats. It was launched online in 2014.

Background[edit]

Co-founders Filipa Julio, Maria Cunha, and Sofia Oliveira launched Josefinas online in 2014. The company started by making ballet flats, since one of the founders was a former ballerina and an architect. A year before the launching the founders started working with master shoemakers from São João da Madeira in Portugal, to build a perfect pair of pink ballet flats. When they have the first pink pair, they choose 6 more colors, and launched them on an event organized by Maria Guedes, a famous Portuguese blogger. The demand of the ballet flats was so high and generated such a buzz that the brand had to rush the launch of the website selling more than 200 pairs on the launch. Josefinas’ brand has been built organically, with a strong female based fans, including the famous feminist Gloria Steinem. Josefinas counts Chiara Ferragni, Leandra Medine, Jessica Biel, Sara Sampaio, Meghan Markle, Olivia Culpo, and Olivia Palermo as fans of the brand.

Products[edit]

Josefinas comes from Filipa’s grandmother name, and offers a versatile collection of essential flat shoes including sneakers and a bag. The line evolves constantly year-round, with bi-weekly product launches and no official ‘seasons’. The brand takes a feminine, fun and cute approach toward design. All of Josefinas’ production is done in Portugal, all by hand, based on the savoire-faire of several shoe makers and several seamstress.

Stores[edit]

Since launching their brand-owned website josefinas.com, Josefinas has expanded into a New York City store. The brand is also carried in select Level Shoes and on Antonia Italian store.

References[edit]

Josefinas (shoe brand)[edit]

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