Brand inspiration : What I bring from Lisbon and its Fashion Brands ?
Hello everyone,
Greetings from Lisbon, where I’ve landed for 2 weeks … 20 years after my first visit! Things here have changed a lot!
As with every trip, I make it a point to visit independent stores and local brands.
While supporting the local economy, it’s also always a shot of inspiration💡 and gives a snapshot of the country’s influences, culture, and traditions.
With an affordable labor force and overall good working conditions, Portugal is a hub for textiles and manufacturing in Europe.
After Covid and the different social and environmental crises that fashion faced, a lot of brands have chosen Portugal as the affordable place to manufacture sustainable and responsible fashion in good conditions, attracting many small, mid-sized (Sézane, Balzac Paris), and a few large fashion companies like Zara or Mango, for example, have started to produce in Portugal.
So, I knew it would be interesting to include window shopping as part of the trip!
Between visits with my friend — Pasteis de nata — surf lessons — escapes to the beautiful beaches — I spent one day shopping locally.
Diving into brands’ stories was such a journey through the fashion industry, exploring the past, present, and future of Portuguese culture and inspirations. It was also a good way to connect with local salesmen and saleswomen.
I’m used to taking photos and following brands on Instagram for future brand curation or benchmarking for my customers so today I decided to anchor my fashion memories in an article and share it with my retail lovers.
So here is what I liked from Lisbon and my selection of special fashion brands
I hope it gives you some inspiration 💡
Happy summer reading, and happy holidays! 🫶
P.S: Find addresses at the end of the article. And if you need a gift or need to renew your wardrobe, this summer, shop local !
#1 The balance between traditional and modernity
This is how Lisbon used to be presented. In between its old architecture, iconic tramways, and azulejos, you'll find trendy places, new art movements, and all the comfort you need in an old town with a lot of charm.
I’ve been living for two weeks in Ajuda, which is a quiet and local area, 20 minutes by public transport from the city center.
I’ve lost myself in its wonderful Monsanto Park, spent some time with my local hosts, and built a new routine enjoying local coffees and traditional “churrasqueira” (AKA grilled).
I’ve personally found Portuguese people quite bold, warm, and authentic.
Portuguese “Savoir-Faire” in the modern Mustique brand
Portuguese fashion brands predominantly use cotton and linen. Due to its colonial past, Portugal has developed the know-how to transform cotton from Africa.
Since the nineteenth century, linen production has also emerged as a niche industry in northern Portugal, which is well-suited for this due to its abundant water supply from small rivers.
Portugal is also known for its embroideries, which can be found in tableware and traditional clothing.
What I like 💗
The brand Mustique is a good example of contemporary savoir-faire, providing modern styling and up-to-date cuts while maintaining its roots in tradition and high-quality garments.
#2 Portuguese Resilience: The New old brand Sanjo
Portuguese people have historically demonstrated resilience in facing numerous challenges, such as natural disasters (Lisbon earthquake), economic crises, and periods of political instability.
In 2020, Lisbon also suffered greatly from COVID, but resilient as ever, it used the period to give itself a makeover. In the past three years, new independent stores and trendy cafés have been opening almost every week.
My first shopping stop was in the touristy Bairro Alto, where I discovered the Sanjo brand.
The saleswoman in the shop caught my attention by presenting an iconic "new old brand" made in Portugal, founded in 1944, and inspired by sports and Portuguese traditions.
What I like 💗
Losing myself in the brand's story blog was like reliving a little part of Portugal's history and the fashion industry in general.
Long story short: The brand was born in São João da Madeira and was the first Portuguese sneaker brand. Sanjo became a symbol of Portuguese know-how, resilience, and uniqueness while imports were prohibited by an authoritarian government during the Second World War.
It became the official sports brand of the country, supporting tennis and football clubs.
With the end of the regime in 1974, Portuguese markets were opened, and the brand started suffering from worldwide competition.
To fight the price war, they began producing in China, losing part of their quality and identity.
Between 2000 and 2020, the brand "realigned" with its roots, relocated its production to Portugal, and has come back stronger than ever with the mission to write a story at the feet of the Portuguese.
The brand celebrated its 80th birthday and launched a branding campaign that highlights its iconic style: a blend of Portuguese heritage with contemporary flair.
Thanks for the trip back to the future, Sanjo!
#3 Slow Life style
Even if Lisbon seems crowded during the summer, there are many green areas, parks to relax in, and quiet (and clean 🙌) beaches close to the city center, which provide space for chilling, relaxing, and just “people-watching.”
In terms of fashion, “Made in Portugal” is already a step towards eco-responsibility for European countries, but it’s not enough to call a brand “Slow Fashion.”
So, let’s zoom in on the small details and the labels 🏷️.
Overall commitment to durability
Having a close look at the labels, many brands that claim “Made in Portugal” don’t meet all the eco-responsibility criteria to be called a truly sustainable brand.
Finding highly sustainable fabrics when being a small brand is quite hard, as it often requires high minimum order quantities and can significantly impact the price if you want to remain affordable.
There is a predominance of cotton but without ecological certification or transparency on the manufacturing location.
However, most brands mentioned their efforts or their gradual transition towards sustainability, which, from my perspective, is already good in terms of customer education.
Nevertheless, there are a few sustainable and affordable options, and here are my two crushes:
Fairly Normal brand: My Slow- Fashion crush
Fairly Normal is a versatile, sustainable, and stylish brand.
They offer simple products inspired by skate and surf, suitable for every occasion.
All the products are made in Portugal with sustainable fabrics like organic cotton, deadstock, and recycled fibers for technical products.
What I like 💗
#1 The versatility of the product
All the creativity and trendiness come from the styling, the shop experience, and the art direction.
The products themselves can be used season after season, and the fabrics and fits are of really high quality.
#2 The transparency
On the website, you can learn about the composition and where the fabric has been crafted, which is quite rare for a fashion brand.
Hirundo: The B-Corp Shoes brand
B-Corp certification for a fashion brand means that the company meets high standards of social and environmental performance, accountability, and transparency.
Sustainable and handmade, Hirundo produces high-quality sneakers.
What I like 💗
What is notable in Hirundo is that they are using a lot of technologies to improve comfort and durability. The brand is B-Corp certified, which is quite rare for small independent brands.
#4 Choose Simple products with high-quality
Just like the classic grilled fresh fish with potatoes, many simple clothes are made from really high-quality fabrics.
You’ll find many brands offering a few t-shirts and hoodies with quotes or illustrations, but the weight of most of these t-shirts makes a huge difference in terms of quality.
We’re talking about 250-300g/m² of cotton, which is — A LOT
I spotted Arches Store, which has an interesting proposal: they craft their own brand, selling only in their small physical showroom or realizing pre-order online sell
What I like 💗
They also craft high-quality merchandise for other brands.
#5 Eclectic and Artistic
Music and art are everywhere, in the streets, in the bars, and in the shops.
We found a nice concept store that mixes curated high-quality clothes with an art gallery and hosts jazz-blues concerts at night.
What a concept!
Music, Fashion, Art, Cocktail and Music in the same place in Conceptica
50 concepts stores and independents brands in LX FACTORY
LX Factory used to be an old industrial complex where textiles were made.
Now, it is an artsy and creative village where you’ll find more than 50 concept stores and independent brand shops.
What I like 💗
You can also lose yourself in the modern art galleries, bookshops, or trendy restaurants hosting live concerts and numerous other events.
#6 Casual style for an outdoor and connected lifestyle
With good weather and a helpful natural environment, the city offers a rich environment for sports and outdoor activities.
Surfing, skating, kayaking, skiing, hiking: The city inspires an outdoor lifestyle and so trendy brands mostly offer a casual style, functional and comfortable at the same time.
The passionate Emata brand
Emata was created in Lisbon in 2007, made in Portugal, and mainly crafted from natural materials (cotton — not organic).
What I like 💗
Beyond the stylish cuts and forms, what I like about Emata is that every collection is part of an artistic project.
They produce films that highlights the differents purposes of Skating.
I specially love this last one on
“skating can be a point of connection to fight again digital addiction “
#7 Felicidade everywhere
As streets are filled with colorful trees, flowers, and walls adorned with pastel-colored azulejos, many concept stores bring this vibrancy to both their shops and customers hearts 🌈
Some shops even organize their areas by Pantone colors like green, orange, or red, creating an impressive merchandising display.
#8 Close to its Brazilian roots.
Portugal has a long shared history with Brazil.
Colonized by Portugal in the early 16th century, Brazil gained its independence in 1822.
Today, from the stunning Cristo statue on Caparica's coastline to the sounds of Brazilian songs in Portuguese Jam Session, Brazilian influence remains palpable.
And this special relationship is reflected in brand selections and inspirations.
left: Mustique brand (lPortuguese brand ) and right Cariama (Brazilian brand)
For you and your favorite people
From a branding perspective, I've personally been inspired by the brand "Favorite People".
What I like 💗
Their research on brand DNA with inspirational designs, illustrations, as well as their exploration of locations, styling, and storytelling.
Made in Portugal from cotton (— not organic), the brand offers a range of products for moms and their favorite people (aka moms and kids) at affordable prices (€95 for the jumpsuit for women, €55 for kids).
Their new collection was entirely shot and inspired by Rio de Janeiro and its vibrant colors palettes.
A playful universe turned into a stunning customer experience in their own store and on their booth stand in the famous "I love Playtime" trade show in Paris.
#9 Sustainable fashion can be affordable
With prices ranging from 35 to 45 euros for a T-shirt and 90 euros for a dress, independent brands (and some sustainable options) are quite affordable... for non-Portuguese.
Considering that the average salary is around €950, it's clear that most shops and restaurants in the city center target tourists or a segment of the population, and if we look at the store’s location on the websites, many brands have multiple points of sale in Northern Europe.
However, in more popular and local areas, you can still find options that fit a local budget: a €1.70 coffee with croissants and a €10 T-shirt (different fabrics, different manufacturing, of course).
From my French perspective, exploring Portuguese brands has been an affordable way to add local, unique, and good-quality options to mix with your current wardrobe or other vintage pieces.
Feeling Saudade ?
For those in saudade (the famous Portuguese word that has no direct translation in many other languages—meaning melancholy, nostalgia), there is always the vintage option, which is personally one of my favorite ways to shop.
Lisbon has so much to offer that I only dedicate one day to shopping, but focusing on vintage could be perfect for the next trip, as there are more than 50 shops and local “flea markets” like Feira da Ladra, which operates twice a week.
Lisbon has changed a lot, like many other cities that have become trendy in recent years, such as Marseille, Barcelona, and Mexico City.
We've heard a lot about gentrification, as well as the overuse of this term, so I won’t delve into that debate.
I can only wish for Lisbon to maintain its authenticity and keep its balance between traditional independent shops, new trendy local brands, concept stores, and cheap souvenirs that probably cater to some tourists' needs.
My overall feeling is more than positive, and I’m definitely bringing a bit of Lisbon with me.
A week after, I start feeling the saudade: See you soon, Lisboa.
¡ Thank you Lisboa !
A little treat and stunning view from my apartment after a running session from Ajuda to Cruz de Quebrada
My favorites shops
Sanjo: BAIRRO ALTO - SANJO, Rua do Norte nº16, Bairro Alto, Lisboa 1200-286
Fairly Normal: Rua de S. Paulo 102, 1200-034 Lisboa
Hirundo : in EmbaiXada local Portuguese Shopping center Praça do Príncipe Real, 26, 1250-184 , Lisboa
Archees R. do Poço dos Negros 121, 1200-109 Lisboa
Conceptica, Largo Trindade Coelho 1, 1200-468 Lisboa, Portugal
Ementa , in LX factory R. Rodrigues de Faria 103, 1300-501 Lisboa
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