Lupo debuts in the casual sneaker market with “Origem”, a knit-based model inspired by its sock heritage and launched first in 100 stores nationwide.
First casual sneaker connects with brand origins
Araraquara, December 19, 2025 – After decades as a reference in socks, underwear and intimate apparel, Lupo is entering the casual footwear segment. The brand’s first sneaker is called “Origem” and reaches consumers from the first half of December onward.
The launch crowns a project started at the end of 2024, when the company created prototypes tested by employees and retail partners. Feedback from these tests led to a complete redesign of materials and construction, ensuring a final product aligned with Lupo’s quality standards and innovation DNA.
According to Rogério Guimarães, Lupo’s Franchise Director, the name Origem was chosen to highlight the company’s roots. The knit upper recalls the construction of socks, the category that made Lupo known nationwide.
“We named this first model Origem precisely to reinforce our connection with our roots. The upper is made from knit, a technology that refers to the way socks are constructed, the category that made Lupo recognized throughout Brazil. It is as if we were stitching our history while taking a new step forward.”
Portfolio diversification and retail growth strategy
For Liliana Aufiero, Lupo’s CEO, the Origem launch strengthens the company’s strategy of portfolio diversification. At the same time, it opens new business opportunities and reinforces brand visibility at retail level.
“Origem marks Lupo’s entry into a new segment, expanding our business opportunities and strengthening the brand with consumers. This is just the first step in a long-term project, which will be carried out with the same discipline, innovation and focus on quality that have always guided our journey.”
Thus, the sneaker extends Lupo’s presence beyond its traditional product lines. The goal is to reach consumers who already trust the brand and seek versatile casual footwear for everyday use.
Phased rollout and nationwide presence
In its first phase, Origem will be available in 100 selected stores spread across all Brazilian states. This initial rollout will be key to assessing product acceptance in different regions and fine-tuning in-store execution.
The company will also use this stage to train sales teams and test in-store displays. In this way, Lupo will gather practical insights before expanding Origem’s distribution.
By distributing the sneaker strategically across regions, the brand expects a broad reading of consumer behavior. These insights will guide future communication strategies, sales planning and expansion of the footwear line.
Casual design, versatile colors and comfort
Origem is designed exclusively for casual wear, with a fashion-oriented silhouette meant to complement everyday outfits. Comfort, style and versatility are central to the concept.
The sneaker will be offered in four colors: Graphite, Gray, Havana and Black, in sizes 35 to 43. This range aims to meet the needs of a wide variety of consumers and style preferences.
The knit upper promises a snug, comfortable fit, leveraging Lupo’s expertise in knitwear. Pricing details will be announced closer to the official launch date.
Lupo: over a century of fashion expertise
Founded in 1921, Lupo is a benchmark in the Brazilian fashion industry. Its headquarters are in Araraquara, São Paulo, where the company operates a 90,000 m² industrial complex employing more than 5,000 people.
The group also runs three additional factories in Itabuna, Pacatuba and Maracanaú. Altogether, Lupo has 996 stores across Brazil and exports its products to more than 20 countries.
The brand has been recognized by several organizations, in Brazil and abroad, as a modern and agile company committed to social, economic and environmental responsibility. It was the first Brazilian textile company to receive “Well-Known Mark” status from the INPI, underscoring its presence in consumers’ minds and hearts.
In 2010, the group launched Lupo Sport, focused on the fitness market, with seamless technology and differentiated compression zones woven directly from the yarn. The brand has grown steadily, offering performance-oriented garments.
Lupo is led by Liliana Aufiero, granddaughter of founder Henrique Lupo. Under her leadership, the company balances family tradition with innovation and ongoing portfolio expansion.