São Paulo’s oldest shoe store is celebrating nearly a century in business, preserving its original atmosphere to this day. Opened in 1928, A Fidalga Calçados e Bolsas remains at the same address in the Historic District, offering customers a journey back in time through its retro and sophisticated ambiance.
Over the years, the store “ ” has kept pace with the city’s transformations, yet it has never lost sight of its essence. Today, customers can find exclusive items for men and women at A Fidalga, all made from genuine leather and featuring high-quality handcrafted finishes.
A Fidalga Shoes and Handbags: Between Tradition and Modernity
For 98 years, the store has occupied the ground floor of the Casa das Arcadas Building, between Quintino Bocaiúva and Benjamin Constant streets. The founder, José Hernandez, was the son of Spanish immigrants and drew inspiration from a luxury shoe store in Milan to create the business.
For this reason, the interior features a classic design, with architecture that reflects the most elegant trends of the 1920s. One example is the row of display windows running parallel to the street, which allowed passersby to view the items as they walked along the sidewalk.
In addition, the interior features private fitting rooms for trying on shoes. At that time, society considered it inelegant for women to show their ankles in public, so the private setting allowed them to try on the styles without embarrassment.
A family legacy
José Hernandez ran the store until his death in 1967, when the business passed to his eldest son, Ruy. Today, management is in the hands of Maria Christina, Ruy’s sister, and her daughter Tereza, who keep the Hernandez family tradition alive after nearly a century.
Visiting the store means immersing yourself in São Paulo’s past. Everything remains intact: from the mahogany furniture and oak chairs to the blue velvet sofas. But the key distinguishing feature remains the quality, as the products are 100% leather and many are handmade.
In addition to classic styles, such as loafers, A Fidalga has adapted to the new century and now also offers sneakers, rain boots, and contemporary sandals. The brand has also expanded its horizons with a branch in the South Zone and online sales, proving that it is possible to modernize without disrespecting the city’s heritage.