Interview with Alfonso Segura (SAYE) – 080 Barcelona Fashion Connect
During the 9th edition of 080 Barcelona Fashion Connect, I had the opportunity to share the story behind SAYE, our approach to sustainable footwear, and the challenges of building a purpose-driven brand in a highly competitive industry.
In this conversation, we discuss the evolution of bio-based materials, the importance of durability in sustainable design, the role of transparency across the value chain, and how innovation continues to shape the future of footwear. We also explore SAYE’s international growth, our environmental initiatives, and the opportunities ahead for conscious fashion.
Below you can watch the full interview and read the complete transcript.
Watch the Interview
Transcript
MODACC:
Alfonso, welcome, and thank you for being part of 080 Barcelona Fashion Connect.
Alfonso Segura:
Thank you very much for inviting me.
MODACC:
SAYE explores innovative materials, including bio-based inputs such as cactus, mango, lignin, and other plant-derived components. What technical and operational challenges arise when introducing these materials into footwear, and how do you ensure durability and performance?
Alfonso Segura:
It is a major challenge. SAYE was founded in Barcelona eight years ago in an industry (footwear) that primarily relies on petroleum-based materials.
Since I joined in 2024, we started exploring alternative responsible materials beyond vegan napa. Today, most of our shoes are made using bio-based materials derived from corn. But, we are also investigating other materials, such as lignin. The paper industry generates vast quantities of lignin as a byproduct of pulping processes, which aim to isolate cellulose fibers from lignocellulosic biomass.
We have already launched a model using lignin, and it has been quite successful. At the same time, we continue exploring other materials derived from coffee, alocasia, chocolate, cactus or mushrooms.
It is not easy because there is still a scarcity of these materials, but we know we need to be there because innovation in sustainable materials is an essential part of our DNA.
MODACC:
Innovation requires close collaboration with suppliers. How do you balance experimentation with these materials while maintaining margins and scalability?
Alfonso Segura:
One of the most difficult aspects is building close partnerships across the entire value chain—not only with manufacturers but also with the companies developing the materials.
That is why we avoid producing in Asia. We need partners that are geographically close to us. In our case, 100% of our shoes are made in Portugal.
This allows us to react quickly, remain agile, and identify any issues with materials much faster.
We also test every new prototype extensively before launch to ensure durability. Sustainability is not only about using sustainable materials; it is also about making products that last.
If a shoe falls apart after two weeks, it cannot be considered sustainable. Durability is fundamental from our perspective.
MODACC:
“Walking the Talk” defines your philosophy of intentional action. How do you ensure this principle is consistently reflected across product development, sourcing, and company culture?
Alfonso Segura:
For us, SAYE means saying yes to change—a change in consumer behavior and in the way products are made.
“Walking the Talk” is our slogan. It means leading by example and proving things through action.
We are a brand that actually does much more than it communicates. We focus more on action than on marketing claims.
In an industry where greenwashing is unfortunately common, we prefer to let our work speak for itself.
Of course, we know we can improve our communication, but we believe the product must tell the story.
To support this, we work with a technology company that audits our value chain. From production all the way to our warehouse, we have full traceability of every step. Customers can access this information through our catalog and website.
MODACC:
Tree-planting initiatives are part of your impact strategy. How do you integrate these actions into a broader roadmap focused on measurable footprint reduction rather than symbolic compensation?
Alfonso Segura:
SAYE is a fashion company, but we believe sustainability must first be achieved through the materials we use.
Then there is the question of impact after the purchase—how we can give something back to the planet.
We are currently approaching 400,000 trees planted worldwide, mainly in Africa and Brasil. We plant two trees for every pair of shoes sold, and we hope to reach that milestone very soon. We have also started planting kelp in British Columbia.
Looking ahead, one of my personal goals is not only to give back to nature but also to contribute to education. I believe we need to improve how people understand sustainability and its real impact.
MODACC:
Looking ahead, what are SAYE’s strategic priorities: international expansion, deeper material research and development, retail growth, or establishing SAYE as a benchmark in conscious European footwear?
Alfonso Segura:
I would say all of the above.
We are already a highly international brand. Around 96% of our sales come from outside Spain.
However, we started as a digital-first company, and today it is difficult to remain profitable by relying exclusively on e-commerce.
That is why we are expanding into wholesale and retail channels. Opening pop-up stores and direct-to-consumer retail locations will be one of our key strategic priorities in the coming years.
At the same time, we will continue exploring new materials because innovation is central to our identity.
We will also continue planting trees and kelp, and hopefully find new ways to give back to society through education.
MODACC:
Thank you for sharing these insights about SAYE. And of course, “Say Yes to Change.”
Alfonso Segura:
Thank you very much.
