LCI BARCELONA | MARCH 2022

Interview with former student Alba Vilaseca, DOOET Shoes, “a true example of an entrepreneur.”

1. Let’s start with a little introduction. What is DOOET?DOOET Shoes is a brand of footwear design with a young and innovative spirit, which stays away from trends, highlighting the tradition and craftsmanship of the sector, while strongly betting on organic, recycled, and sustainable materials, where the care of the smallest detail is key. 2. How did the idea of creating a shoe brand come about?More than an idea, it is a passion that I have since I turned 18, which made me be very clear about my goal, to create footwear design pieces. I spent years researching and looking for opportunities in the sector, both nationally and internationally. However, as is well known, it is a complex and very competitive sector, so the idea of creating my own brand was getting stronger and became a purpose. I felt the urge to be able to express my creativity and understanding on what a good shoe requires. 3. You are a student of the Degree in Fashion Design and the Postgraduate in Footwear Design. What would you emphasize from your years in school? The teaching staff without a doubt. We learn at school many things that enrich and prepare you to start the world of work. But I have to say, in my case, that I enjoyed sharing my concerns at the end of classes with the professors, because I really loved their experiences, and they seemed like small windows towards the outside world that were giving me a great desire for motivation and they encouraged my personal improvement. 4. How did your university education help you develop DOOET?Personally, it helped me being disciplined and persistent, setting small targets with deadlines to meet. I think that being 5 years under a high level of demand it is not easy, so you must find your working methodology and create your code of values to achieve them without getting frustrated. At a professional level, some of the many things I could mention are: the development and research of collections, the preparation of technical sheets, without a doubt, and of course, the pattern and sewing knowledge to master design construction when it comes to manufacturing. 5. What sets DOOET apart from other brands?Based on the fact that nowadays it is very difficult to be differentiated, DOOET stands out for its values as a brand and for being an activator of the paradigm change through sustainable luxury. We have been nonconformists with the materials and curious with techniques. Researching freely, with very little used materials that are difficult to get in the world of fashion, combining them with craft techniques, some very little industrialized in order to make them even more precious. We have a strong environmental consciousness that leads us to the constant search for alternatives that respect the planet.We offer limited collections due to small productions, staying away from fast fashion, by creating timeless and unique pieces that last over time.
6. Craftsmanship, sustainability and comfort are the three pillars of the firm. How do these concepts turn into designs? The truth is that it is not easy. First, because the way companies work in the sector has been very rooted for years, although you always find some manufacturer willing to bet on new ideas and/or work with new materials. And, secondly, because there are more and more brands talking about sustainability, but the reality is far from these marketed messages.Merging all the concepts to materialize them in a design, means that you must primarily know what manufacturing processes exist, how to combine them, and which are more suitable for the materials you are going to use. As well as, seeking synergies with local suppliers, which allow you to have greater control of the supply chain, reducing the environmental impact, and which can offer you materials with good properties and quality. 7. How was the process of creating the Geppetto White model?Like every product had many prototype versions, basically by acquiring all the necessary know-how for the handling of unconventional materials, such as: the 100% natural latex sole, the 100% bamboo lining, the interior biodegradable reinforcements, etc. The design requirements we set had high standards, that is, we wanted suitable footwear that matched the vast majority of daily occasions, incredibly comfortable and as much sustainable as possible - requiring our suppliers the corresponding scientific and/or certified endorsements -; the Geppetto White model had to be perceived as luxury footwear with very low environmental impact. 8. What current stage is DOOET at?DOOET is at the seed stage (Seed Stage) - for us the most important -, since we are still in a very early stage where we are starting the business, focusing so much on our potential public, mainly through social media. We are very pleased with the good feedback we are getting from customers, who are very positively surprised by the product. 9. What future plans do you consider?First of all, become an established brand through the acknowledgement and the creation of new footwear collections, which are already on the way. And then, to the extent possible and especially in a sustained way, to diversify product. 10. What would you recommend to all those who want to create their own firm in the world of fashion? Firstly, I would recommend they do an introspection exercise to be very clear about what they want to do and why. I firmly believe that if you are motivated by passion you end up succeeding, and of course if you do not give it a try you will never succeed.
1. Let’s start with a little introduction. What is DOOET?DOOET Shoes is a brand of footwear design with a young and innovative spirit, which stays away from trends, highlighting the tradition and craftsmanship of the sector, while strongly betting on organic, recycled, and sustainable materials, where the care of the smallest detail is key. 2. How did the idea of creating a shoe brand come about?More than an idea, it is a passion that I have since I turned 18, which made me be very clear about my goal, to create footwear design pieces. I spent years researching and looking for opportunities in the sector, both nationally and internationally. However, as is well known, it is a complex and very competitive sector, so the idea of creating my own brand was getting stronger and became a purpose. I felt the urge to be able to express my creativity and understanding on what a good shoe requires. 3. You are a student of the Degree in Fashion Design and the Postgraduate in Footwear Design. What would you emphasize from your years in school? The teaching staff without a doubt. We learn at school many things that enrich and prepare you to start the world of work. But I have to say, in my case, that I enjoyed sharing my concerns at the end of classes with the professors, because I really loved their experiences, and they seemed like small windows towards the outside world that were giving me a great desire for motivation and they encouraged my personal improvement. 4. How did your university education help you develop DOOET?Personally, it helped me being disciplined and persistent, setting small targets with deadlines to meet. I think that being 5 years under a high level of demand it is not easy, so you must find your working methodology and create your code of values to achieve them without getting frustrated. At a professional level, some of the many things I could mention are: the development and research of collections, the preparation of technical sheets, without a doubt, and of course, the pattern and sewing knowledge to master design construction when it comes to manufacturing. 5. What sets DOOET apart from other brands?Based on the fact that nowadays it is very difficult to be differentiated, DOOET stands out for its values as a brand and for being an activator of the paradigm change through sustainable luxury. We have been nonconformists with the materials and curious with techniques. Researching freely, with very little used materials that are difficult to get in the world of fashion, combining them with craft techniques, some very little industrialized in order to make them even more precious. We have a strong environmental consciousness that leads us to the constant search for alternatives that respect the planet.We offer limited collections due to small productions, staying away from fast fashion, by creating timeless and unique pieces that last over time.
6. Craftsmanship, sustainability and comfort are the three pillars of the firm. How do these concepts turn into designs? The truth is that it is not easy. First, because the way companies work in the sector has been very rooted for years, although you always find some manufacturer willing to bet on new ideas and/or work with new materials. And, secondly, because there are more and more brands talking about sustainability, but the reality is far from these marketed messages.Merging all the concepts to materialize them in a design, means that you must primarily know what manufacturing processes exist, how to combine them, and which are more suitable for the materials you are going to use. As well as, seeking synergies with local suppliers, which allow you to have greater control of the supply chain, reducing the environmental impact, and which can offer you materials with good properties and quality. 7. How was the process of creating the Geppetto White model?Like every product had many prototype versions, basically by acquiring all the necessary know-how for the handling of unconventional materials, such as: the 100% natural latex sole, the 100% bamboo lining, the interior biodegradable reinforcements, etc. The design requirements we set had high standards, that is, we wanted suitable footwear that matched the vast majority of daily occasions, incredibly comfortable and as much sustainable as possible - requiring our suppliers the corresponding scientific and/or certified endorsements -; the Geppetto White model had to be perceived as luxury footwear with very low environmental impact. 8. What current stage is DOOET at?DOOET is at the seed stage (Seed Stage) - for us the most important -, since we are still in a very early stage where we are starting the business, focusing so much on our potential public, mainly through social media. We are very pleased with the good feedback we are getting from customers, who are very positively surprised by the product. 9. What future plans do you consider?First of all, become an established brand through the acknowledgement and the creation of new footwear collections, which are already on the way. And then, to the extent possible and especially in a sustained way, to diversify product. 10. What would you recommend to all those who want to create their own firm in the world of fashion? Firstly, I would recommend they do an introspection exercise to be very clear about what they want to do and why. I firmly believe that if you are motivated by passion you end up succeeding, and of course if you do not give it a try you will never succeed.