On September 24, 2024, Casa Alfaro received the Artisan Trajectory Award.

2026/05/12

Our story is inseparable from the smell of our workshop. Growing up surrounded by the hum of sewing machines and conversations with customers are memories deeply ingrained in our minds. Since our family embarked on this adventure at the beginning of the last century, the world has changed completely, but our essence remains unchanged. We continue to cut and sew by hand, we continue to choose natural materials, and above all, we continue to uphold the essence of craftsmanship.

Running Casa Alfaro today is a constant balancing act. On one hand, we feel the weight of four generations of master artisans on our shoulders; on the other, the freedom to innovate, to create new products like winter boots with jute soles or designs that grace runways that our grandparents couldn't even have imagined.

What made that day even more special was the support of such authoritative voices in the world of design and business. We were honored to have designer Agatha Ruiz de la Prada as the star guest of the gala.

Feeling recognized by a jury composed of professionals like Ana Bendicho, José Luis Mercadal, Pedro Lozano, and Héctor Paz (from Imascono) is an unparalleled technical and creative validation for us. Knowing that experts of this caliber value our ability to innovate without losing our artisanal essence fills us with energy to continue working with the same dedication as on day one.

This award recognizes precisely that: resilience. Having kept a traditional craft alive in the age of immediacy and "use and discard" is our greatest pride. We don't compete in speed, we compete in dedication, memory, and quality.

This award is not an end point, but an embrace from the city of a way of working that we refuse to let die.