APICCAPS Launches ‘Kindness’ Campaign to Promote Sustainable Portuguese Footwear

Portugal’s footwear industry is launching a new international communication campaign to highlight sustainability, product quality and the importance of responsible choices in manufacturing and consumption.

The campaign, titled “Kindness,” has been developed by the Portuguese Footwear, Components and Leather Goods Manufacturers’ Association (APICCAPS). It will be officially presented at ModaLisboa, Portugal’s fashion event, as part of the industry’s efforts to strengthen the international image of Portuguese footwear.

The initiative comes amid growing concerns over intensive resource use and fast-paced consumption. Through the campaign, APICCAPS aims to encourage greater awareness of everyday choices and their impact on people and the environment.

“Kindness” also reflects the Portuguese footwear industry’s emphasis on durable products, quality craftsmanship and increasingly responsible production practices.

According to Cláudia Pinto, APICCAPS’ communication director, creating a better world begins with small, conscious decisions. She said the campaign encourages people to pause and recognise the value of individual actions in an increasingly fast-moving world.

The initiative highlights the industry’s efforts to combine traditional craftsmanship and accumulated expertise with new technologies, materials and production processes. By focusing on quality, authenticity and durability, the sector seeks to offer an alternative to consumption models driven by speed and short product lifecycles.

Beyond promoting footwear products, the campaign aims to associate Portuguese manufacturing with a broader approach to responsible production, respect for people and long-term product value. It forms part of APICCAPS’ wider strategy to strengthen the sector’s international reputation for sustainability and innovation.

(Image: Frederico Martins / APICCAPS)