Inspired by Portugal: A new slow fashion brand VEMANO

Among them is VEMANO, a new menswear label founded by German couple Manuel and Vera, who found their inspiration not only in Portugal's textile industry but also in its landscapes, colours and way of life.

After first visiting the country on holiday, what started as admiration for Portugal gradually grew into something much bigger. Today, VEMANO's collections are produced in Portugal using natural fabrics, while many of the designs draw inspiration from traditional azulejo tiles and the country's distinctive character.

We spoke to the founders about building a business together, why they chose Portugal and what "Made in Portugal" means to them.

Could you introduce yourselves to our readers and tell us a little about your backgrounds before launching VEMANO?

We are Manuel and Vera, and we originally come from Germany. We both completed traditional commercial training but later followed different professional paths.

Vera worked for many years in commercial and administrative roles, while Manuel comes from the real estate industry and has been self-employed for a considerable period of time.

Therefore both of us brought commercial and entrepreneurial experience to VEMANO, although from different perspectives. We have also been a couple for more than eleven years, which means we know each other’s strengths and have learned how to make important decisions together.

How did you meet, and what made you decide to start a business together?

We have been a couple for more than eleven years. Until VEMANO, we had always followed our own professional paths.

The initial idea for the brand came from Manuel in 2024. We quickly realised that it could become an opportunity to combine our different strengths and finally build something of our own together.

Was fashion always part of your lives, or did the idea come unexpectedly?

Fashion has always been part of our lives on a personal level. We both enjoy dressing well and choosing clothes that reflect our individual style, although neither of us originally came from the fashion industry.

Manuel had thought about creating something of his own in this area for many years. For a long time, however, it remained only an idea. In 2024, we finally decided to take it seriously and turn it into VEMANO.

What does each of you bring to the business? Do you have different roles?

We bring different strengths to VEMANO.

Manuel focuses primarily on the creative direction, the overall vision of the brand and many of the strategic decisions. Vera contributes her commercial experience, brings structure to the business and supports the organisational side.

However, our roles are not completely separate. We discuss important decisions together and support each other wherever necessary. Vera often says that she keeps Manuel’s back free – both within the business and in everyday life.

What first brought you to Portugal?

We have always enjoyed travelling and discovering new countries. We first came to Portugal for a holiday and immediately felt a special connection to the country.

We fell in love with the atmosphere, the landscapes and the Portuguese way of life. What began as a holiday destination gradually became a place that felt increasingly important to us.

What made such a strong impression on you that it inspired an entire fashion brand?

The inspiration came from a combination of Portugal itself and something we felt was missing in menswear.

Manuel had been looking for coordinated summer sets that felt refined, distinctive and well made. From our perspective, the selection for men was very limited. Many available pieces were either produced as fast fashion or designed in very plain and predictable colours.

At the same time, Portugal gave us a clear visual direction. The architecture, the natural colours, the Atlantic coastline and especially the traditional azulejo tiles made a lasting impression on us.

When Manuel could not find the clothing he had in mind, he decided to create it himself. He started developing initial ideas and looking for a designer in Portugal. That was the point at which the idea began developing into VEMANO.

Why did you decide to manufacture your collections in Portugal?

Portugal has a strong reputation for textile manufacturing and offers the experience, craftsmanship and quality we were looking for.

Producing in Portugal places us in a different price segment from mass-produced fashion, but that was a conscious decision. We did not want to choose the cheapest possible option. We wanted to prioritise quality, workmanship and close collaboration with experienced European partners.

It was also important to us to support the industry and the people in the country that inspired the brand.

What have you learned from working with Portuguese designers and manufacturers?

One of the biggest lessons has been understanding that different countries also have different ways of working.

Coming from Germany, we were accustomed to very strict timelines, fast responses and highly structured processes. In Portugal, the rhythm can sometimes be more relaxed, and certain things may take a little longer than expected.

That required us to adjust our expectations, communicate clearly and become more patient. At the same time, we experienced a great deal of commitment, knowledge and craftsmanship.

Our designer has been an extremely important partner throughout the process. She coordinated the development, communicated with the factories and supported us closely with quality control.

Working with the manufacturers has occasionally been challenging, particularly regarding timelines and communication, but it has also taught us a great deal about flexibility, trust and building strong working relationships.

Is there a particular place in Portugal that continues to inspire you?

There is not one single place in Portugal that inspires us more than all the others. For us, it is the country as a whole – its people, its atmosphere and the variety of landscapes and cities.

The north feels very different from the Algarve, just as Porto has a completely different character from Lisbon or the west coast.

Each region has its own colours, architecture, energy and way of life. That diversity continually gives us new ideas and makes Portugal a constant source of inspiration for VEMANO.

What does the name VEMANO mean?

The name VEMANO combines both of us.

“VE” comes from Vera, “MAN” from Manuel, and the final “O” was added because it gave the name the sound and character we were looking for.

For us, it represents the fact that VEMANO is a shared project built from both of our identities.

How would you describe VEMANO in three words?

Quality. Style. Timeless.

What values do you hope customers associate with your brand?

We want customers to associate VEMANO with quality, individuality, trust and longevity.

Our aim is to create clothing that feels distinctive without being overly trend-driven – pieces that are not available everywhere and that customers can continue wearing for years.

Above all, we want people to trust the materials, the workmanship and the quality behind every VEMANO product.

Portugal’s coastline, colours and azulejos are reflected in your collections. How do those inspirations find their way into the final designs?

For us, azulejos are one of the strongest visual symbols of Portugal. Their colours, patterns and connection to Portuguese architecture immediately gave us the idea of translating that identity into clothing.

Because Portugal had already become such an important source of inspiration for us, and because we wanted the development and production of the collection to take place there, it felt natural to dedicate our first collection to the country.

In the first collection, the azulejo influence is particularly visible. In future collections, it will become more subtle, but it will remain part of VEMANO through small details, patterns or carefully placed accents.

We see it as a recurring signature of the brand rather than a one-time design element.

Why did you choose linen and organic cotton as the foundation of your first collection?

We were tired of seeing so much clothing made from polyester blends and other synthetic materials. From the beginning, we wanted VEMANO to feel different.

Linen and organic cotton were the natural choice because they are breathable, comfortable against the skin and well suited to warm weather.

At the same time, they give the garments the quality, texture and durability we were looking for.

For us, the material is not simply a technical detail. It is one of the foundations of the entire brand.

Is there one piece from your first collection that best represents VEMANO? Why?

The polo best represents VEMANO because it combines almost everything the brand stands for.

It has a clear summer character, features the main colours of the first collection and includes the azulejo-inspired design in a distinctive but wearable way.

At the same time, it is very versatile. It can be worn during the day, for business, for dinner or in a more relaxed setting such as a beach bar.

For us, that balance between style, comfort and versatility is exactly what VEMANO is about.

“Made in Portugal” has become recognised internationally as a mark of quality. What does it mean to you?

For us, “Made in Portugal” represents quality, craftsmanship and a conscious commitment to European production.

From the beginning, we wanted to work with experienced partners who understand fabrics, garment construction and the importance of detail.

Portugal offered exactly the textile expertise and level of workmanship we were looking for.

It also means producing in the country that inspired VEMANO. The design and manufacturing are therefore closely connected, which gives the brand greater authenticity.

Producing in Portugal may cost more than choosing the cheapest possible option, but quality was always more important to us than the lowest price.

Slow fashion is a phrase we hear often today. What does it mean in practice for VEMANO?

For us, slow fashion means taking the time to get every detail right rather than rushing a product to market.

We carefully review the fit, construction and quality of each piece throughout the development process.

The garments are pre-washed and measured again, and our size guide is based on the measurements after washing. This provides customers with more reliable sizing and helps reduce unexpected shrinkage at home.

It also means controlling each stage of production, choosing natural materials and creating garments intended to be worn for more than one season.

For VEMANO, slow fashion is about careful decisions, lasting quality and producing with intention.

How do you approach sustainability beyond using natural fabrics?

Beyond the fabrics themselves, we also pay close attention to our packaging.

We deliberately avoid the plastic bags that are still common in fashion shipping. Instead, we use cardboard boxes and shipping bags made from more sustainable materials.

Our aim is to keep the packaging practical and protective while reducing unnecessary plastic and avoiding excessive packaging wherever possible.

Your long-term vision includes womenswear and childrenswear. Can you tell us more about those plans?

Womenswear and childrenswear are definitely part of our long-term vision for VEMANO. However, these areas are not yet at a concrete planning stage.

For now, our focus is on establishing the menswear collections and learning from how customers respond to the brand.

The timing of future categories will depend on the development of the business, sales and the feedback we receive.

We want to expand carefully and at the right pace rather than growing too quickly.

Are there any exciting collections or collaborations in the pipeline?

For us, planning our first autumn–winter collection is already very exciting.

VEMANO only launched online on 1 July 2026, so the brand is still at a very early stage.

At the moment, our focus is on developing the next collection, learning from the launch and understanding how customers respond to the first pieces.

There are currently no confirmed collaborations, but we are open to the right opportunities as the brand grows.

We prefer to build VEMANO step by step rather than announce plans before they are truly ready.

Would you ever consider opening a physical store or showroom in Portugal?

Yes, we would definitely consider having a physical presence in Portugal in the future.

At the beginning, however, we see pop-up stores or shop-in-shop concepts as the more realistic first step. These would allow customers to experience the fabrics, fit and quality of VEMANO in person without us expanding too quickly.

A permanent store or showroom could follow later, but that will depend on how the brand develops, how the collections are received and where we see the strongest demand.

For now, our priority is to establish VEMANO carefully and understand how strongly our vision resonates with customers.

To discover VEMANO's latest collection, visit www.vemano-fashion.com.