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THE STORY BEHIND
THE BRAND – JVMC
JMVC was born in Valverde del Camino into the heart of a generation of skilled shoemakers. I was the only one of four brothers to spend 20 years away from the family business. I am back now and obsessed with the idea of converting our town into the “the centre for product development and shoe making technology” and creating sexy, high quality pieces that are 100% made in Spain and based on the know-how of a century of shoemaking.
I have not left behind a career in order to create and sell shoes. JMVC is not in the business of serving shoes to people, it is in the business of people serving shoes. By having this focus, everything changes, by creating strong emotional links with our collaborators, they become our partners, transmitting and nurturing the concept of  what it means for people to wear our pieces on their feet.
I would like to invite you into our world, into our story, to understand our commitments, our social corporative accountability, our global objectives, what we are doing on a local level and what we aim to do on a global level for… OUR WORLD!!!!

Javier Morato-  Valverde del Camino

Javier Morato - JVMC - The history behind the brand