Marikina’s shoe industry fights back amid modern challenges

Despite the local government’s all-out support, Marikina City’s shoe industry continues to endure challenges brought by the influx of cheap imported footwear from China, the dwindling supply of raw hides used for leather production, and the declining number of local manufacturers and workers.

Noel Evangelista, general manager of C Point Shoes, said that while the industry remains active with many orders, not all shoemakers are willing to take them due to shifting business models.

“At C Point, we were able to survive because of online sales. We have a lot of online seller branches and rebranding partners. Maybe in the near future, marketing shoes will be done entirely online,” Evangelista said in an interview.

To stand out from imported brands, C Point offers a lifetime free service warranty for its shoes.

“You know that imported shoes are cheap, but they get damaged in a week or two. But here at C Point, we give a lifetime warranty for our shoes,” Evangelista said.

He also acknowledged the full support of the city government in promoting Marikina’s shoe industry.

“In marketing and in orders, they help us. Sometimes, we introduce ourselves to other LGUs so they can purchase shoes made here in Marikina,” Evangelista said.

He added that the local government helps provide spaces where all brands can be showcased to visitors looking for Marikina-made footwear.

Before the COVID-19 pandemic, C Point had 16 branches, but most of its operations have since transitioned online.

Evangelista appealed to the public—especially government employees—to support locally made shoes.

“I hope that even if it’s just one pair, they will buy shoes made in Marikina for the rest of their lives,” he said.

On 13 November, Marikina will once again showcase locally made shoes and leather goods during the soft opening of its annual shoe festival.

“We will have a soft opening on 13 November so that branded shoes made in Marikina can be showcased at the city hall and Freedom Park. We’re encouraging everyone to visit Marikina and try our products,” Evangelista said.

He also cited the shortage of raw hides, a key material for leather shoes, as a major challenge.

“The supply is decreasing because many people are eating cow skin, like in balbacua. We’re having a hard time getting enough supply,” he said.

Another concern is the decreasing number of shoemakers, many of whom shift to call center jobs for higher pay and easier working conditions.

“To address this, we standardize wages and ensure that workers are paid fairly so they can stay longer,” Evangelista said.

To revive interest among the youth, the city-run Pamantasan ng Lungsod ng Marikina (PLMar) now offers a specialized course, Entrepreneurship Major in Shoemaking.

“It’s an entrepreneurship course focused on shoemaking. Students who enroll can become future shoemakers or entrepreneurs. It has been ongoing since before the pandemic,” Evangelista said.

He added that the local government is also encouraging out-of-school youth to learn the craft to sustain Marikina’s legacy as the country’s shoe capital.