As custom-made production models become more popular and thus ensure more sustainability in fashion, the six-year-old shoe brand Cariuma is launching a new initiative: Cariuma Forward.
The custom-made program, launched on Tuesday, offers shoppers willing to wait months for their orders the opportunity to gain early access to new products each month. The program underscores the brand’s focus on environmental responsibility: four trees are planted for every pair of shoes sold, compared to two trees for Cariuma’s core line of shoes.
The first customers of Cariuma Forward will receive their products in October 2024, while regular customers will receive them at the official launch in summer 2025. Customers in the program will provide feedback on the styles in a post-purchase survey. The goal is to avoid overconsumption by better estimating the number of styles to order, in part by perfecting the look and feel of the shoes before the larger launch.
With every purchase made through the Cariuma Forward program, customers receive a $25 credit toward their next Cariuma purchase. The brand’s shoes typically retail for $79 to $89.
“We see the credit as a great opportunity to share the brand with a loved one, especially now that the gift-giving season is starting,” said Fernando Porto, co-founder of Cariuma.
To kick off the program, Cariuma is introducing a new shoe style, the Caju loafer. Crafted from premium LWG-certified suede and retailing for $149, the shoe offers customers a more premium option.
“Our goal is to extend the shelf life of our products through thoughtful material selection, minimize environmental impact and support reforestation,” Porto said. “Our belief in fewer but better products enables customers to make informed decisions about their consumption.”
So far, Cariuma has used eco-friendly materials such as organic cotton, bamboo and recycled polyethylene terephthalate for its shoes, which are mostly sneakers. In addition, its manufacturing processes focus on reducing carbon emissions and water consumption. The brand values ethical labor practices and works with factories that meet high social and environmental standards, according to Porto. The packaging is fully recyclable and the brand continuously looks for ways to improve its sustainability efforts throughout the supply chain. In addition, Cariuma works with organizations in Brazil to promote reforestation in specific areas.
The Cariuma Forward program will be marketed through Cariuma’s social media accounts, newsletters and the website homepage. There will be no paid advertising, the product launch will be primarily aimed at the brand’s existing customers and followers.
Focused on expanding its business in the US and Europe, Brazil-based Cariuma currently sells its products through Nordstrom, Selfridges and Zalando. Last year, wholesale sales increased by over 120%, increasing from 15% to almost 40% of the company’s total sales. The brand declined to provide details on the brand’s total sales.
The made-to-measure model is gaining traction among footwear brands. Nike’s customization program Nike By You, launched in 2012, and New York-based Margaux’s bespoke shoes, launched in 2015, reflect this trend. Luxury brands Fendi and Jimmy Choo introduced made-to-measure services this year.
