Our values: what time doesn't change
If one thing has remained unchanged since 1981, it is our philosophy.
More than four decades walking with purpose
To talk about Yokono is to talk about a real story, built step by step since 1981. We were born as a family venture driven by José María Segura Sánchez, who together with his brother and a business partner decided to pursue something more than a business: a way of understanding work and life.
In the early years, the brand was built through hard work and countless miles driven in a van. Whilst working in a factory, they spent their spare time making sports footwear and selling it directly to shops. There were no shortcuts. Just constant work, a close relationship with the customer and an unshakeable sense of purpose.
The turning point: reinventing without losing the essence
The major strategic shift came in the early 2000s. Yokono made the leap into women's sandal manufacturing, committing to a product that combined contemporary design, carefully selected materials and one clear priority: comfort.
Over time, we established ourselves as a reference in natural cork bio sandals, building a segment rooted in comfort, quality materials and attention to detail.
This growth was not the result of a passing trend, but of a long-term vision based on listening to the market and evolving without compromising our values.
Family.
Today, the second generation leads the project, maintaining the close-knit culture and commitment that shaped our beginnings. Decisions are made responsibly, with the future and our legacy in mind.
Closeness.
With our customers, suppliers and team. We believe in lasting relationships built on transparency and trust.
Positivity.
It is part of our DNA. It lives in our internal culture and shines through in our collections: fresh, natural and designed to accompany real moments in everyday life.
Respect for the craft.
We value work done well, accumulated knowledge and continuous improvement. We evolve, but always with our feet on the ground.
More than a footwear brand
After more than 40 years, Yokono is not just a company founded in 1981 or a reference
in natural cork bio sandals. It is a story of perseverance, adaptability and integrity.
Because before being a brand, we are a family. And that is, probably, our greatest strength.
