"As an artist and a Filipino citizen, I feel passionately obliged to promote the revitalization of Marikina as the undisputed shoe capital of the Philippines and perhaps Asia," says Josef.
And why not? Marikina, the river city, pioneered the shoemaking industry in the country as far back as 1887, when the first pair of men’s shoes was made.
For the most part of the 20th century, Marikina was the biggest manufacturer of quality shoes in the country. Women’s shoes and handbags made of snakeskin crafted in Marikina were all the rage in New York. By the 1980s, Marikina produced around 70 percent of the country’s total shoe production.
"During the old days, shoemaking was the livelihood of many families in Marikina," says Josef, whose uncle Elpidio Valentino is the owner of Valentino shoes, worn by famous artists, politicians, and businessmen in the 1950s-1960s. "Later, that industry died down," he laments, due to trade liberalization and later, globalization, which opened our markets to a deluge of foreign products in the 1990s–mostly from China, now the world’s leading manufacturer of designer shoes.
Marikina shoe producers were forced to close shop, while others faced tough competition from local and international market. "We are losing to China, with its cheap products," states Josef. "I hope that people are not giving up, thinking that our shoe industry is on the brink of extinction in terms of trying to compete with China in making shoes."
Now, the Marikeños under the leadership of Mayor Marides Fernando and her team notably Melvin Cruz, Lea Santiago, and Mario Villanueva, together with the City Government’s department heads are joining hands to re-engineer and revive its age-old industry through an annual event called the "Sapatero Festival", slated on September 2-9, 2006, which will showcase the talents of Marikeños, joined by the CCP’s resident companies: The Philippine Madrigal Singers will do "Madz in Marikina"; Ballet Philippines’ will present "Ballet Shoes: Made in Marikina?"; and the Philippine Philharmonic Orchestra will unveil "Musical Shoe".
Now on its fifth year, the festival kicks off with a citywide motorcade and opening of sister-cities trade fair. There will also be a children’s art exhibit, business forums, skills demo, shoes design and "harana" competitions, "shoeper" celebrity bazaar and auction, a Rock-Ed concert entitled "These Shoes are made for rockin’" headed by Gang Badoy, and a shoe fashion show with the De La Salle International School of Fashion and various shoe manufacturers.
"We know that it is an endangered industry, but we must continue to pursue and bring back the optimism and enthusiasm in shoemaking especially in Marikina, which has capabilities to do quality shoes," continues Josef.
Concerted efforts must be made from the local and national government to boost the shoemaking industry–which, according to Josef, is not only a major source of livelihood, but also a source of our national identity and pride. To this end, Josef would like to organize a movement to revive the shoe industry in Marikina, and is inviting shoe manufacturers to join hands in this effort.
"Shoes are a basic necessity and we must prove that the shoe industry is also part of our cultural heritage," says Josef, who hopes that an arts education program can be incorporated in all private and public schools to give attention to our local industries. "It is a challenge to our legislators, our national leaders and to all Filipinos to support our local products, because if there’s no action, walang mangyayari sa atin."
If Filipinos are great singers and artists, Josef states, any Filipino can compete and focus on our indigenous culture or traditions and make them functional and relevant to contemporary consumers and society. "Wish ko lang, that all Filipinos can proudly say, `I am wearing Marikina shoes!’" Josef declares.
For details on the Sapatero Festival, contact Leah Santiago at 646-3787 or 0917-8572397. To find out how you can help revive the Marikina shoe industry, email nandingjosef@yahoo.com