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In a former building in Alcabideche, once a theatre school, a project has emerged that seeks to combine fashion, tradition, and sustainability, while also recalling the time when Cascais brought together kings and fishermen. It is called Maison and is the initiative of Daniela de Sá, an entrepreneur from the footwear sector who decided to create a collaborative space dedicated to Portuguese know-how and manual labour.
The story of the project began long before the space opened. “I come from a family linked to the footwear industry, going back to my great-grandparents – I am the fourth generation,” Daniela told Time Out. Throughout her career, she worked with major international brands, such as Gucci and Versace, gaining experience within the family business. However, she eventually chose her own path. “I left because our ideals were different, and I started my own journey,” she explains. From there, she developed projects related to fashion, luxury, and sustainability, including a brand associated with repurposing materials sourced from marine waste.
The idea to found Maison came unexpectedly during the Festas do Mar in 2025. “It was during the procession of Our Lady of the Navigators that the inspiration for this project arose.” She then began gathering people she knew from local businesses and initiatives like Cidade das Profissões. The goal was to create a collaborative project where each participant could contribute their knowledge and craft.
“Portugal is well known as a country of production, but not as a country of brands. We often end up being the workforce for major brands.” Maison seeks to challenge this logic, highlighting the talent and expertise of those who produce. “I want to bring recognition to what is made in Portugal, also linked to sustainability, and give a voice to the people who truly know how to craft.”
The choice of the Alcabideche space is also tied to reuse and sustainability. The building, formerly housing a theatre school, had been inactive until made available for emerging projects. It is here that people from various generations, backgrounds, and regions of the country collaborate. “We have artisans from families with industry traditions who know specific techniques.” The aim is to involve local talent while inspiring new generations to learn crafts linked to manual work. “For people to be inspired to learn that handmade work is not uninteresting,” Daniela de Sá emphasises.
The inspiration is Cascais as the “land of kings and fishermen.” “It’s the union of two completely opposite sides that can coexist – the glamour of kings, but also the hard-working side of fishermen.” This idea is reflected in the choice of materials, colours, and structures of the pieces. Some fabrics evoke a more luxurious, aristocratic feel, while others draw on references linked to the sea and fishing nets.
The first item to come to life – though still in the testing phase – was a shoe design combining traditional techniques with recycled materials. Maison produced a special piece to gift to the Mayor of Cascais, featuring a net with a unique fisherman’s knot. The final price is yet to be determined and could range from €400 to €2,000, depending on the level of customisation. “If someone wants a personalised detail, that model is made just for them,” Daniela explains. In such cases, the client can follow the production process through a video accessible via QR code, showcasing the craftsmanship behind each piece.
Detail is a central element. Daniela de Sá gives a concrete example: a macramé piece (a material evoking the sea and fishing nets). “This sweater has 1,660 knots. We are valuing the detail; it is not just another piece.”
In the coming months, the focus will be on Maison’s first major collection, expected to be presented at the Festas do Mar 2026. Afterwards, the project plans to continue releasing new proposals throughout the year. “The plan is to create the Cruise Collection, a smaller collection,” Daniela explains, also referencing future seasonal collections, always with attention to “luxury, haute couture, and sustainability.”
Rua de Damão, 109 (Alcabideche). Ig: maison_daniela_de_sá