Spanish footwear label Toni Pons opens first store in the Philippines

When it comes to espadrilles, Toni Pons, a Spanish footwear company, is known as one of the pioneers in this design concept. Finally, the brand has officially opened the doors to its first official store in the Philippines at SM Megamall and Robinsons Place Manila. 

Down the memory lane

In 1946 Spain, Toni Pons founder, Antoni Pons Parramon, created the first traditionally-made espadrilles using jute or rubber in Osor, a small village near Girona. More than 75 years later, Toni Pons is now selling in different parts of the globe. 

Influenced by the land where it was born, the Toni Pons brand maintains its Mediterranean character. The relaxed and carefree vibe of the region has accompanied the brand all throughout its history. The brand’s aesthetic of easy elegance and freshness is very befitting for a tropical country such as the Philippines, especially during the summer season. 

On the Philippine market

To make sure that there is something for everyone, the brand brings a wide array of collections in the country—from kids’ and men’s to bridal footwear. On top of that, the brand also introduced some of its other pieces such as bags and belts.  

During the brand’s official launch last May 16, 2023 at SM Megamall, Fashion Hall, Jordin Pons, Toni Pons’ founder and president, told Manila Bulletin Lifestyle that the brand is looking forward to creating Philippine exclusive designs and incorporating local sustainable materials in the future designs. 

“We know that the Philippine market is not new with handmade shoes, but we are not here to compete but to bring a new concept which is the espadrilles,” he said. “As a brand, we like to say that we arrive to a lot of people because we also do men’s, women’s, kid’s, and shoes for special events.”

The event is an ode to summer as it celebrates its launch with a dance-infused fashion show. The show featured the Philippine Allstars as they strutted down the runway in their Toni Pons shoes, capping off the event with a dance number that is reminiscent of the movie musical, “Mamma Mia.” The brand is planning to open a total of 15 stores in the country by the end of the year. Last May 20, 2023, they opened a store at  The Hue Hotel Boracay.