Two worlds, one mission: safety shoes with character

Two very different backgrounds, one shared passion: creating safety shoes that are sustainable, comfortable, and surprisingly stylish.

Nancy van de Loo – The creative all-rounder

From B-cups to boots
“I’m definitely not a manager,” Nancy laughs. Yet in 2012, she joined EMMA as a product designer. “They were looking for someone with product experience. During the interview I said, ‘If I can stitch a B-cup, I can stitch a shoe.’” And she was right. 
With a background in lingerie design, orthopedic footwear and even strollers, EMMA turned out to be the perfect place to bring it all together. “I love thinking things up, designing them and then actually making them. From sketch to stitch.” Unlike most, Nancy not only designs the shoes—she also creates the patterns herself. “Normally that’s two separate jobs. I do both.”

“Creativity doesn’t clock out at five”
Nancy doesn’t just design at work—she creates all the time. “I restore old furniture, repurpose materials, and upholster stools with old EMMA clothing. Some people ask, ‘What are you doing with that junk?’ But I see value in giving things a second life. I just can’t sit still. Creativity doesn’t clock out at five.”

For the people on the floor
What makes her proud? “The sneaker line I once picked up—Dave, Jordan, Clyde—they’re still in the collection. And the Frontier model, which I literally rebuilt from scratch using orthopedic techniques. These days I’m focused on improving the Office Line: making sure the lasts are spot on and easier to produce. That matters—for the people who actually build the shoes. They’re the ones who make it all possible.”
 

Paulo Fortes – The fresh perspective

“Safety shoes are new territory for me”
“My journey to EMMA wasn’t exactly a straight line,” Paulo smiles. Born in Mozambique, raised in Portugal, with stops in the UK and Vietnam before landing in the Netherlands. “I’ve worked all over—from high fashion to performance sneakers. But safety shoes? That’s new to me. And that’s what makes it exciting.”

So much potential
Since April 2025, Paulo has been part of the EMMA design team. “There’s huge potential here. But also a lot of work to be done. Processes need to be faster and more modern. The market moves quickly—especially in sneakers. We have to be more agile and open to change.”

With experience at brands like New Balance and Ted Baker, Paulo brings a sharp outsider’s eye. “I approach it from the outside in: What’s the competition doing? What do end users really need? And how can we do that better—sustainably?”

From stories to tech: inspiration is everywhere
“There has to be a story behind the product,” Paulo says. “What problem are you solving for the wearer? You need to stay curious, keep your eyes and ears open. Inspiration can come from anywhere. And I love new tech—like AI tools, which I use in my process. Nancy sticks with pencil and paper. Totally different styles, but they complement each other perfectly.”

Stronger together

Collaboration from sketch to shop floor
“Nancy and I are total opposites—and that’s exactly why it works,” says Paulo. Nancy adds: “I’m more about craftsmanship, he’s all about innovation.” They understand each other quickly and work towards the same goal—just with different approaches. Both believe strongly in collaboration, not just with each other but with colleagues on the shop floor. “Production is our foundation,” Nancy emphasizes. “If it doesn’t work there, it doesn’t work anywhere.” Paulo agrees: “Our decisions have to look good, but also be practical and sustainable.”

Made in Holland, with pride
Together, they’re working on the new Office Line. “A classic upper with a modern outsole—made in the Netherlands. That’s our strength,” Paulo says.
And the future? “A new women’s model, a fresh sneaker collection, and continued improvements to the Office Line. It takes time, but we’re making progress.” Nancy smiles: “We’re building great things. With heart and skill. Always with the people in mind—both those who wear our shoes, and those who make them.”