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Words by Jamie McFadden

There is something quietly confident about Portuguese shoemaking. It is a craft passed down through generations, rooted in family-owned factories where hands know the weight of leather and the precision of a well-placed stitch. Now, one of Lisbon’s most distinctive footwear brands is bringing that heritage to one of London’s most iconic department stores.

JAK has announced its launch at Liberty London, adding the historic store to a growing list of UK retail partners that includes Selfridges, Browns, Harvey Nichols, John Lewis, Tower London and more than 15 others. The expansion is part of the brand’s ongoing collaboration with the Kurt Geiger retail network, supported by wholesale management partner Vault Brand Management, which has been helping JAK build meaningful, long-term relationships across the competitive British market.

Founded in Lisbon in 2014, JAK has built a reputation for minimalist design, responsible production and craftsmanship that genuinely lasts. Each pair is designed in Portugal and handcrafted in the north of the country, where family-run factories combine generations of expertise with a contemporary, clean aesthetic. It is footwear made to be worn, not just admired.

For the brand, Liberty represents more than just another stockist. It is a home for design-led brands that value quality and story as much as style. The curated JAK collection will be available in-store, allowing customers to experience the styles first-hand. As founder and designer Isabel Henriques Silva explains, that physical connection remains essential, even in an increasingly digital world. “We already have many customers in the UK who are used to buying JAK online, but there are still many people who highly value the in-store experience. Trying on and touching the products continues to be an important part of the journey for most consumers, and that’s where Liberty will be the right partner to deliver that excellence. This is the same experience we make sure to provide in our stores in Portugal.”

That emphasis on authenticity and quality is central to everything JAK does. Chief Executive Officer José Maria Reffóios notes that these values have always guided the brand. “JAK is about creating sneakers that are timeless, effortlessly stylish, and built to last. Our focus has always been on quality, design, and authenticity. These are values that resonate strongly with UK consumers. Partnering with retailers like Liberty allows us to bring that experience to a wider audience, where people can see, feel, and try the products firsthand.”

For Liberty, the addition of JAK strengthens a footwear offer already known for its considered curation. The brand’s commitment to responsible manufacturing and timeless design aligns with the store’s own ethos of seeking out pieces with integrity. Holly Lawless, Sales Manager at Liberty, says JAK stood out immediately. “At Liberty, we are always looking for brands that combine strong design identity with exceptional quality and craftsmanship. JAK immediately stood out for its minimalist aesthetic, premium materials, and thoughtful approach to production. The brand’s commitment to responsible manufacturing in Portugal and its focus on timeless, versatile design resonate strongly with our customers. We’re delighted to welcome JAK to our footwear offering and to introduce the collection to our community in-store.”

The launch marks another step in JAK’s steady UK growth, building awareness and accessibility while staying true to the values that have defined the brand since day one. In a market often saturated with the fleeting and the fast, JAK offers something increasingly rare: sneakers made slowly, designed simply, and built to last.

Liberty London, Regent St., London W1B 5AH