Belgian sneaker start-up SJ: “We want to build a brand that lasts generations”

Launching a new sneaker brand in a saturated market full of giants is not an easy feat, but Belgian family-owned Cortina is doing so with confidence. From its headquarters in Oudenaarde, the company is building SJ, a disruptive lifestyle brand born out of… safety footwear. “We want to surprise customers: with style, quality, and comfort, at an accessible price”, brand director Thomas Vulliez says.

From safety shoes to lifestyle

Cortina is hardly a newcomer in the footwear industry, having started with local manufacturing in the 1950s and later evolving into a private label sourcing specialist in the Far East. In 2000, it made a bold move by launching the Safety Jogger brand, focused on safety footwear.