The partnership between Católica Lisbon School of Business and Economics and Rádio Renascença continues to bring inspiring stories to the public through their podcast "Negócios com Impacto". In today's episode, we had the opportunity to get to know João Esteves, the founder of Diverge, a sneaker company that stands out for its strong social and environmental responsibility components. João Esteves, 48 years old and originally from Lisbon, shared a bit of his journey, from childhood to his current role as an entrepreneur.
From an early age, João showed an inclination toward the business world, although he initially considered following his father's footsteps at TAP (Portuguese Air Transport) and exploring the aviation sector. However, it was in the field of business that he found his true vocation, guided by his interest in History, a subject that always fascinated him and whose primary school teacher continues to be an important figure in his life.
For João Esteves, professional fulfillment lies in developing projects that leave a lasting mark, as has been the case with Diverge. Founded in 2019, Diverge is a small company with an impressive reach. It is present in 78 countries, with 95% of its sales made outside of Portugal. With only seven employees, the company is growing and plans to increase the number of employees to nine soon.
Diverge differentiates itself in the competitive sneaker market with its approach to customization and made-to-order production. This model not only promotes customer individuality, allowing them to create unique sneakers but also addresses one of the major problems in the fashion industry: overproduction. "One of the main problems in the fashion industry is overproduction and Diverge combats this by producing only what it sells, which helps minimize waste and carbon footprint," João shares.
Producing in Portugal and ensuring good working conditions for its partners are fundamental pillars for Diverge, even if it means higher production costs. Diverge sneakers have an average price of 180 euros, reflecting the quality and responsibility embedded in their production process. "Making in Portugal and ensuring good working conditions is very important to us," João emphasized.
In addition to the environmental aspect, Diverge has a strong social commitment. The company develops a social impact project aimed at empowering young people between the ages of 16 and 24 who are at risk of social exclusion and poverty. These young people participate in a 40-hour training program, where they acquire employability and entrepreneurship skills. The sneakers they design are sold by Diverge, and the young designers receive a portion of the revenues. "We have already sold over 300 pairs designed by these young people and distributed a good amount of money to them," João stated, highlighting the success and importance of the project.
João's time at CATÓLICA-LISBON had a significant impact on his career. The education, relationships, and network he built were fundamental to his professional development and the creation of Diverge. "My life network was created at Católica," he highlighted, mentioning that one of his partners is a college colleague.
The story of João Esteves and Diverge is an inspiring example of how businesses can be created with a strong purpose, promoting sustainability, and having a positive impact on society. Diverge's commitment to individuality, responsible production, and youth empowerment shows that it is possible to reconcile business success with social and environmental responsibility.