FASHTALKS WITH ARO

When did you know you wanted to become a designer?

Very young, at 19 years old.

What is your earliest design memory for your brand? 

The first prototypes in Brazil. There was a lot of enthusiasm for the new project.

What made you want to design shoes?

The trade and skills came from my father.

“The craftsmanship in the production system and the materials, especially natural rubber, plays a significant role.”

Where do you find inspiration?

At any unexpected moment, I try to imagine long-lasting products over time.

How would you describe the style of your brand?

Non-perishable, I am not interested in fast fashion.

When was your first industry experience and how did it impact you?  

I worked for a large footwear company for 10 years, where I learned to cope with the pressure of achieving results and to empathize with production requirements. 

What did the beginnings of ARO look like?

Challenging and uplifting at the same time, there was a gap in the market that needed to embrace craftsmanship in the world of sneakers.

What brand values are most important for ARO?

The craftsmanship in the production system and the materials, especially natural rubber, plays a significant role.

What was the toughest circumstance you overcame when just starting out your business?

So many things! Convincing the right people that your project is worthwhile can be quite a task. 

How has the fashion industry changed since you first started out?

The digital era has changed everything; it influences not only sales but also production times.

“Creativity is an innate quality, and ideas often arise from knowledge.”

What sets your brand apart from the rest?

Perseverance in an idea, in our concept.

What has been your biggest accomplishment to date?  

Achieving products that have remained top sellers for 16 years is quite an accomplishment.

What do you envision for the future of your brand?

Great success if we establish a strong global distribution network.

What is one piece of advice you would give to a new designer?

It is important to distinguish between a stylist and a designer. I wouldn't dare to give advice to a stylist, but when it comes to a designer, they should delve into the smallest details and technical issues in product development, productivity, profitability, and more. A designer cannot be considered as such if they lack craftsmanship. Creativity is an innate quality, and ideas often arise from knowledge.

What is the most important thing you would like your brand to be recognized for?

For being trustworthy.

What should customers expect to see next from ARO?

To be honest, I have no idea, but hopefully that their experience will lead them to consider our brand in future occasions. One of our concepts is “born to be reborn.”