INTERVIEW
“At El Naturalista we always think that the only footprint that should remain on the planet has to be the footprint of our soles and that is why we try to make our shoes as sustainable as possible.”
in our own company on our own terms has allowed us to incorporate the most sustainable materials, test them and seek a compromise between sustainability, comfort, price, quality and durability. If something is very sustainable but it ages quickly and badly, then I don’t think it is very sustainable…
Q: How do you engage with retailers and the end consumer? PS: The marketing department has always tried to create a homogeneous image among all sales channels. In such a way that visual support is offered to all the stores that sell our shoes, in addition to having our customer service or the store locator on the websites of our brands.
16 • FOOTWEAR TODAY • AUGUST 2023
Q: What is your range of retail price? PS: We have some very good styles that have been designed to sell at good prices. Panglao and Shinrin have especially very competitive prices and it helps retailers who like to add new brands with little risk.
Other styles including Tonami, Makisu and Igusa keep the DNA from El Naturalista with new materials and inspirations keeping our sustainability and a good retail price helps our retailers to attract new consumers. The range of prices from Panglao and Shirin have decreased to a suggested retail of £70 to £90 and Tonami, Makisu and Igusa are new developments which sell in the same range between £70 to £90 (depending on each style).
Q: How do you engage with franchises and own shops? PS: For us, there are not differences between our own shops and the franchises. Both coexist as if it were the same because the franchisees are part of the house as well.
Q: Do you have any plans for the future? PS: I would love to develop 100 per cent recycled and recyclable projects. In order to fulfil a dream, I hope that soon, with economic and political support, a traffic light system for sustainability in footwear will be established where small companies and brands can have some administrative reward for wanting to do things better.
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