November 9, 2026
Salvadoran shoemaking tradition meets new opportunities in Japan. AI-generated illustration for Our Life in El Salvador, representing craftsmanship and footwear exports; not actual PALOMO products.
After living in El Salvador for fifteen years, I still come across stories that teach me something new about this country. This is one of them. I knew shoes were sold and made here, but I did not realize the history behind the industry or its connections to international markets.
Now, Salvadoran-made footwear from the PALOMO brand has reached the shelves of Isetan Men’s in Tokyo. Behind that announcement is a family shoemaking tradition that stretches back more than seven decades.
A History That Began in Soyapango
According to ADOC’s company history, Roberto Palomo opened a small shoe factory in Soyapango in 1953. It initially produced about 100 pairs a day. His goal was to provide affordable, durable footwear for Salvadorans who needed it.
That small beginning grew into a business serving customers across Central America. It also helped establish a manufacturing tradition that has continued through generations.
PALOMO’s own history describes how the family’s second generation established DURAMAS, producing footwear for international brands. Today, the second and third generations are building the PALOMO brand on that experience.
The 1953 date refers to the family’s shoemaking roots. The present PALOMO brand carries that heritage forward with its own collection of premium footwear.
Salvadoran Craftsmanship on Display in Tokyo
The Japanese launch can be confirmed through the retailer itself.
Isetan’s official website advertised a PALOMO presentation at its Shinjuku men’s building from September 30 through October 13, 2026. The selection included boots, loafers, moccasins, and dress shoes. The retailer also identified El Salvador as the country where the shoes are produced.
El Salvador’s Foreign Ministry reported that the embassy in Japan held a separate two-day promotional event for buyers, fashion media, and diplomatic representatives. The ministry identified KANDY Ltd. as the business handling the brand’s introduction and distribution in Japan.
Having a local distribution partner and an established retail outlet gives the project a practical foundation beyond an exhibition.
Competing Through Quality
These shoes are aimed at customers willing to pay for materials, construction, and craftsmanship. Isetan’s launch announcement listed loafers at ¥68,200 and several boot styles at ¥132,000, including Japanese tax.
The retailer also described a manufacturing operation with its own tannery, rubber sole factory, and shoe production plant. That gives the business control over several important stages of production.
To me, the opportunity is clear. A Salvadoran company can build a place in an overseas market by offering something customers value: a well-made product with a story and skilled people behind it.
What This Could Mean for El Salvador
It is too early to say how much business the Japanese launch will generate. The announcements do not provide sales totals, repeat orders, or figures showing additional employment.
Still, getting Salvadoran-made shoes into an established Tokyo retailer is a concrete step. If customers respond and orders continue, it could support production here while helping more buyers become familiar with Salvadoran products.
There is also value in selling under a Salvadoran family’s own brand. Customers have an opportunity to recognize where the shoes come from and the tradition behind them.
Another Side of the Country We Call Home
Stories about El Salvador often focus on tourism, coffee, security, or investment. Those subjects matter, but this story reminds us to look at the skills already present in the country.
Behind a finished pair of shoes are people who know how to work leather, cut materials, stitch, assemble, and inspect the product. Their experience deserves recognition.
I found this an encouraging discovery. After fifteen years here, I am still learning about the work Salvadorans do and the places their products reach. I suspect some of our readers will be learning something new along with me.
Did you know El Salvador had this long shoemaking tradition? Please leave a comment, like this post, and share it with others interested in learning more about our country.
Based on reporting from Diario El Salvador, with additional information from El Salvador’s Ministry of Foreign Affairs, Isetan Men’s, Empresas ADOC, and PALOMO Footwear.
On a personal note, my new book, Where Love Led Us, is now available in paperback and eBook. It’s the story of how Elizabeth and I met and how, years later, we made a home together in El Salvador. If you’ve ever wondered how we ended up here, I’d love to share that story with you. Find Where Love Led Us on Amazon
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