Welcome to blog from PAPAYA.
A channel meant to get even closer to the people of Viana do Castelo and all those who, just like us, fall in love with the magnificent city of Viana do Castelo.
A blog that will revive Viana do Castelo traditions and customs. A blog that will be a digital link with the community. And a blog that will be the gateway for everyone who wants to learn more about the city and the region.
For this first article, we decided to introduce our brand. Share a bit about our history, roots, motivations, and, of course, where we want to take PAPAYA.
Ready for this journey?
From Avenida Rocha Páris, No. 83, in Viana do Castelo, to the world!
The PAPAYA is an independent local handicraft brand based in Viana do Castelo, proud of its roots. Since November 2019, we’ve been showcasing the history of the Alto Minho capital in every jewelry piece and accessory, and we entered 2020 amid a time when everything shifted, with widespread uncertainty brought on by the COVID-19 pandemic.
But that uncertainty quickly sparked ingenuity and turned into a mission to help the local community feel even safer and more optimistic.
Out of that desire to help, PAPAYA Masks. Reusable protective masks born from conversations with our customers. Customers who challenged and encouraged us to create a protective accessory using one of the most beautiful and famous traditions of Viana do Castelo: the traditional, original fabric of the Viana do Castelo scarves.
However, we didn’t create them alone. Knowing that Viana do Castelo was one of the areas hardest hit by the pandemic, and that textile factories and small tourism-dependent businesses had shut down, we decided to bring in the work and dedication of local artisans who, until then, were on lay-off or unemployed.
We decided to work tirelessly and launch our community and social journey. In every mask, alongside a piece of ourselves, is also the story of a Viana do Castelo artisan. That’s why we believe in this project.
This mission stems from the characteristic Minho optimism and resilience, from the desire to keep putting Viana on the map, to boost regional pride.
Words that inspire us to work on something much bigger!
“In a context like this, we felt a duty to help. Though we are apart, we are together. And that’s why PAPAYA is committed to supporting the local community and putting Viana do Castelo on the map—one of the regions hardest hit by the pandemic—by creating jobs, like our seamstresses who are putting their skills to work to bring the iconic Viana scarf tradition to life, stitching smiles onto Portuguese faces through our social protective masks,” says Anabela Viana.
“Over the past few years, the northern region has been known for its textile industry, acting as a hub for large-scale national and international production. The world stopped, and the North had to stop too. It’s time to rethink production and the way we consume,” adds Ricardo Viana.
This is the spirit of the team behind PAPAYA. Our unique selling point: we want to bridge generations, at a time when, though we are apart, we all need to stand together.
We work to spread Minho tradition across Portugal, pairing it with safety, involving the older generations who know the best crafting techniques and the younger generations who are familiar with new technologies.
Whether in creation or operations, the goal is clear: small, neighborhood-focused, and optimistic, dedicated to selling local handicraft products, PAPAYA wants to keep putting Viana do Castelo on the map.
“We are a cultural project to put Viana on the map”
Already mentioned in this article, this is another one of our core ideas. Starting from our roots in local Viana do Castelo handicrafts, this innovation has led us to use the traditional Viana scarf in innovative fashion accessories, apparel, and home decor.
Among our wide range of products, we offer tote bags, regional shirts, ponchos, throw pillows, using this material that perfectly represents our region.
This commitment from PAPAYA in differentiated products aims to further showcase the artistry of the Viana do Castelo seamstresses, their quality, while honoring tradition. At its core, another way to support the local economy, encourage conscious consumption and responsible production.
They say brands are made by the people behind them. That’s exactly what we believe!
And that’s how we wrap up this article. We promise 100% effort so that this channel is another arm in our mission to put the Viana do Castelo region on the map.
As a brand, we will always promise to honor the traditions and customs of our city!
Thank you for everything,
PAPAYA Team