WESLEY DOS SANTOS

She once competed in the Miss Universe pageants, now she uses her charms to seduce exciting men into an interview for LXRY. This time Irene van de Laar focuses her attention on entrepreneur and role model Wesley dos Santos.Text: Irene van de Laar | Image: Karoly Effenberger
Online editor: Larissa Schaule JullensThe Dutch Cape Verdean Wesley dos Santos has always been a fan of designer sneakers and preferred to buy them all. Five years ago he started his own label, Diversité Footwear. His first collection was included in the Rotterdam Kunsthal. Wesley is constantly involved in concept development and, at 29 years old, is a role model for many. He founded the boat rental company iKapitein, gives lectures and workshops, and recently published his first book entitled Do business like a boss. I meet him at his office, which is located in the Rotterdam Science Tower.

You spent your childhood in Delfshaven. What kind of area is that?

“Delfshaven is the most multicultural district in Rotterdam. It is a melting pot of different nationalities, of people whose ancestors came here in search of a better perspective, including my father and mother. That is also the strength of Delfshaven: everyone is unique, but we all have the same goal: getting the most out of it.”

What kind of child were you?

“I was very playful. My parents never pushed me in a certain direction. I was allowed and able to experiment to discover where my talents lay. I was a thinker, and also a creative person. When I was two I was already dancing at parties. When I was done, I got money. I also played football. From the age of six to seventeen I played for Feyenoord's youth team. Always in the amateur branch.”

What was your childhood dream?

“In principle I really wanted to become a professional footballer. My father is a truck driver, my mother a production worker. I didn't have much of a frame of reference in terms of environment. Unfortunately, I didn't have the drive and discipline needed to reach the top football level.”

How did your entrepreneurial character manifest itself?

“Around the age of 12, I started importing products from China and then selling them. That came easy to me. After that I did everything myself: building websites, taking photographs, photoshopping... I noticed that I enjoyed coming up with concepts and making money with them. The fact that I am naturally curious also helped. I was also decisive. Just do it."

You studied business administration. How has that shaped you?

“I chose business administration because it is so broad. After my studies, I noticed within the corporate world that I always wanted to create my own job profile. My character is characterized by 'out of the box' thinking. Why should you always want to sail the same course? Why don't you try something new, something different?"

You founded Diversité Footwear. How did you start?

“I was completely obsessed with designer sneakers. In addition to my studies, I worked as a collection employee and earned 112 euros per week. I spent that on clothes, among other things, but mainly on sneakers. What do I like about it? It's the quality that appeals to me, it's not mainstream. I bought Dsquared, Lanvin, Dolce & Gabbana… Those kinds of labels. When I looked into the tabs of the shoes, I constantly saw the words: 'Made in Portugal.' I started googling and reading about shoe manufacturers in Portugal because I had the desire to develop my own shoe line. I told my story and plan to the Dutch embassy in Lisbon, who connected me to a number of producers. Together with my partner I spoke to four factories. Even though we had a small budget, we were eventually allowed to purchase three hundred pairs of shoes from one of them – he allowed us to do so.”

Could you actually design yourself?

"No not at all. You have other people for that. I had an idea, I drew it. It didn't look good, haha. I wanted to design a sneaker that was inspired by the architecture of Rotterdam. I wanted to give something back to the city, because I grew up there. Through a shoe designer I found via LinkedIn, I was able to go to the manufacturer in Portugal with a technical drawing. The starting capital came from the piggy bank of my business partner and me.”

What do you think the ultimate sneaker should meet?

“The lines, the colors, the patterns and the materials: everything has to be thought about. It must be conceptually correct and of the highest quality. In addition, the shoes must be made under the right working conditions. So not made by children. That's why I traveled to Portugal to see it.”

What role does sustainability play within your company?

"An important role. We must be careful with the world we live in. In our latest collection, the soles are made from 70 percent recycled rubber. We also use vegan leather. "

What is unmistakably a Diversité sneaker?

“For the eye? The back of the shoe: it has the shape of the Erasmus Bridge and for me it symbolizes connection, in the broadest sense of the word. Connection is what I do it all for.”

You have a strong will to give back to society. How do you do that?

“I share my knowledge and experience at events, schools and companies. I do this through interactive lectures, tinker sessions and workshops. Including at the Willem de Kooning Academy, where students learn to design, position, make and present a sneaker within two weeks in collaboration with Diversité Footwear. I also give back financially: a percentage of every shoe sold goes to children in Cape Verde. My company adopts one primary school there every year and we then pay the school fees so that the children can receive an education.”

Which golden rules do you apply as an entrepreneur?

“When setting up a company, it is important that you experiment as much as possible. I call that 'tinkering', using your imagination. In addition, 'hustling' is one of my guidelines: creating peak moments for yourself, never letting yourself be discouraged in the face of setbacks. Another rule: if you want to continue growing, it is important to give back: circular thinking. Transparency is also essential. I say what I do and I do what I say.”

Do you have a marketing policy?

“Not really, we don't have a huge budget there either. We believe above all in storytelling. You clearly see a shift in the wishes of the consumer: they want to know as much as possible about the founder of the brand and the philosophy of the company. The more transparency we provide, the more connection you create.”

You are a role model for many young people. Why do you think it is important to inspire them?

“I feel the need to broaden people's perspectives. That's a mission for me. The sooner someone knows what he or she really wants to do in life. Knowing where your strengths lie.”

MASTERS #43

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MASTERS #43