The adventure of Minuit sur Terre began from a personal need. In search of an alternative to leather shoes, Marie Gauduin found no model that met her expectations. She then decided to create her own brand, made in Portugal with recycled or plant-based materials. "The goal was really to replace leather," she explains.
For the manager, environmental commitment goes hand in hand with social responsibility. "For me, it was Europe or nothing." Local manufacturing ensures recognized craftsmanship while minimizing the transportation of materials. Over the years, the materials have also evolved, incorporating components from apples, grapes, and corn.
Once reserved for a convinced audience, these shoes now attract a broader clientele. "Today, vegans make up less than 10% of our customers." The ecological argument, as well as the design, now take precedence.
For Marie Gauduin, the goal is now to normalize these alternatives. "I would like it to become mainstream, for all brands to offer at least one or two models, in order to democratize more responsible fashion and break down the stereotypes that still surround vegan products," concludes Marie Gauduin.
