Behind the scenes at Victoria Shoes in Spain From the workshops of Logroño to the famous strawberry scent

How could anyone forget those canvas shoes everyone went crazy for during adolescence? An extra-flat sole, supple canvas, and a color palette so infinite there was something for every taste. Far more than just a shoe, the Inglesa - the flagship model of Spanish brand Victoria - is a true Proustian memory. For 48 hours, we ventured into the heart of La Rioja, Spain’s smallest region, to step inside their workshops, uncover the manufacturing secrets of this iconic model, and unravel the mystery behind its irresistible strawberry scent.

Victoria and its audience: a long-term love story

In 2025, Victoria celebrated its 110th anniversary. Such longevity is rare in the contemporary fashion landscape, and it owes much to a secret ingredient infused back in 1915: the passionate love of its founder, Gregorio, for his wife, Victoria. By naming his company after his partner, this inventive craftsman never imagined that his small workshop - originally dedicated to modernizing the traditional Spanish espadrille - would one day cross borders and win over the world.

The brand's true turning point came in the early 1950s with the adoption of an innovative and sustainable manufacturing process: vulcanization. This technique involves fusing cotton and natural rubber using heat, without a single drop of chemical glue. The result? A shoe of incomparable flexibility and unbeatable durability.

However, in the post-war era, Victoria faced a global shortage of rubber. Far from being discouraged, the company displayed a pioneering spirit of innovation: they decided to recycle old, used tires to mold their soles. While this circular economy approach was remarkably forward-thinking for its time, the strong odor of recycled tires posed a problem. That was when Victoria turned a technical constraint into a legendary olfactory signature: adding a sweet strawberry scent directly into the material. This detail, which could have been phased out once rubber shortages ended, ultimately became the brand’s indelible trademark thanks to customers' immediate affection for it. Even today, you only need to open a box to recognize a pair of Inglesa shoes with your eyes closed.

On site, in the province of Logroño (the capital of La Rioja), time seems to have preserved the artistry of hand-craftsmanship. The process remains deeply artisanal: from the very first stitches sewn onto the canvas upper to rigorous quality control and lightning-fast packaging, every step showcases the skill of the local workforce. More than seventy years after its creation, the love affair between Victoria and its flagship shoe continues to be crafted with the same passion.

From Spanish roots to the international stage

Starting in 2004, Victoria accelerated its international expansion. Within a few years, the company successfully exported nearly 75% of its production to over 50 countries - from France and the United Kingdom to Italy, Portugal, South Korea, and the United States.

New markets bring new challenges: the brand chose to broaden its lineup. No longer limiting itself to classic canvas shoes, Victoria ventured into the world of sneakers (ranging from sleek, minimalist designs to bold color-block styles) as well as trendy ballet flats. While Victoria always keeps one foot anchored in current trends, the other stays curious and pioneering: the brand is now exploring the barefoot shoe segment, featuring anatomical designs that replicate the natural feeling of walking barefoot. To complete this casual yet joyful look, they have also developed a line of accessories and wardrobe staples, placing vibrant colors front and center.

Yet despite this global reach, Victoria’s soul remains deeply rooted in its Spanish heritage. The heart of the company beats in the countryside outside Logroño, inside a modern, sleekly designed building surrounded by vineyards and olive groves. It is here, at the intersection of industrial heritage and a commitment to more conscious fashion, that tomorrow’s footwear continues to be imagined and crafted.

By combining century-old craftsmanship, eco-responsible practices rooted in its region, and a constant ability to surprise, the brand with the sweet scent of strawberry proves that it hasn't lost an ounce of its freshness - and that it still has many wonderful chapters left to write at our feet.