Page 27 - #185 October 2023

“We did this to make our customer focus fully on feeling the product “All the projects we have shared through ‘Become’, our social and
rather than judging it based on the reflection of a mirror. Only after trying environmental responsibility program, are the result of many years of
on the jeans and sharing their feelings with the team could the customer work and developments. This makes us 100 per cent confident in the
unveil the mirror. This became one of The Confidence Room’s highlights commitment we have taken on,” Martins explains.
and I believe it is cutting edge for our industry and for fashion’s approach As our time draws to a close, Hugo concludes the interview by saying
on how you feel rather than how you look,” says Martins. that Salsa’s daily goal is to be a leading player in European denim wear
The company has fully embraced social media’s pivotal role in modern and he genuinely believes they have what it takes to set themselves apart:
retail, understanding it can bring brands whatever they desire as long as a unique product developed with the know-how and craftsmanship that
there is a well-thought-out strategy, with clear objectives and goals that are the trademark of the Northern region of Portugal where they grew
align with the dynamics and interactions the community has at any given and developed.
moment and on each platform.
Their primary goal for their social media channel is to build the
brand’s notoriety by making an impact and establishing relationships
with their audiences. They adapt their communication to different
platforms and social media, always working their brand messages
according to the target.
As we move onto to discussing sustainability, Hugo remarks that he
believes, at this moment, sustainability-related issues are non-negotiable
from the consumer’s perspective. He goes as far as to say that as brand,
sustainability is intrinsic to Salsa’s way of working. With their industrial
background, they have always sought to gain efficiency and reduce
impacts in all their processes.

Barcelona, Spain

Dublin, Ireland