SANJO
Sanjo is a Portuguese sneaker brand with an amazing history. It shows that sometimes in order to keep a brand’s soul, changes must be done. I love wearing my pair knowing that they are 100% made in one place, Portugal.
In 1933, the construction of the first Portuguese sneaker brand began in São João da Madeira, at Companhia Industrial de Chapelaria. In honor of the brand’s birth city, it receives the name of Sanjo and is established in 1936. Their history begins there, in the center of the Portuguese industry. Made entirely in Portugal, in the late 40's and 50's they were already a phenomenon and were worn by many Portuguese people.
In the 50's, 60's and 70's, Sanjo becomes indispensable in the world of sport - the sneakers can be find throughout the entire history of sports photography in Portugal. With all the inspiration and exponential growth of their industry in Portugal, they continued to grow and adapt, becoming the leading sports footwear brand in Portugal.
With the end of the regime in 1974, Portuguese markets open and import barriers begin to be lifted. The effects of competition start to be visible - despite trying to change its design and adapt, looking for fields other than sport, Sanjo cannot compete with the rise of international sports brands. Companhia Industrial de Chapelaria closes its doors in 1996, along with Sanjo and the sad loss of the shoe mold.
In 1997, the brand is purchased under new management and begins its second life. In 2010 Sanjo returns to the market with the two most familiar models of the Portuguese, K100 and K200. The impossibility of producing vulcanized soles in Portugal made the brand start heading to China - it was a necessary step to keep the sneakers as similar as possible to what they were before, in their golden age, with the vulcanized sole and upper canvas. Insured by a very Portuguese revival, the brand begins to emerge again in the memory of the Portuguese.
In 2019, Sanjo is acquired by a business group from Braga. With a new young and dynamic team, the focus became on bringing Sanjo back home. The process of having an entirely Portuguese production begins and, working with a factory in Felgueiras, Sanjo becomes once again 100% made in Portugal. The vulcanized sole was lost, introducing a glued sole with greater environmental awareness, while maintaining the typical rubber and canvas so striking of Sanjo, which followed generations. It is to this generational work that the brands intends to continue building more than just a sneaker - they want to build a legacy. Sanjo didn't just come back - it came back with the desire to grow, evolve and write history on Portuguese feet.
My favorite pairs: SANJO K100 OG // BLACK, SANJO K100 COLOR BLAST // CRU, SANJO K100 OG // GREEN and SANJO K100 COLOR BLAST // CRU & YELLOW
More: www.sanjo.pt
Pictures ©Sanjo