PEDRO at 20: Built to Evolve

Every country has brands that, over time, become closely associated with it. Homegrown label PEDRO is steadily earning its place among them. What began unexpectedly as a footwear label has evolved into a fashion and lifestyle brand with a presence well beyond Singapore’s shores. This year marks 20 years of that journey, celebrated with Axxis, a capsule collection that reimagines the brand’s icons through a specially designed motif print.

PEDRO began in 2006 with a contemporary approach to men’s footwear made for everyday life. A year later, it opened its first international outpost in Indonesia. Today, the brand is represented in 126 stores across 11 countries, with its online store extending its reach to over 50 countries across five regions. But the numbers only tell part of the story. More significant has been the evolution of the brand itself.

That evolution has been defined by a willingness to move beyond its beginnings. In 2008, PEDRO expanded into women’s footwear, followed in 2011 by its first collection of women’s bags. These milestones set the course for the brand it is today, with a range spanning footwear, bags and accessories for both women and men.

At the heart of PEDRO’s identity is a purposeful approach to materials and silhouette. Its proprietary Grano pebbled leather is one example. Known for its durability, the material brings a sense of permanence to the brand’s designs, while lending structure to the signature Demi range. Its naturally curved edges soften that structure, creating a balance between form and function.

This balance is central to PEDRO’s design language. Its silhouettes are understated and classic, but never static. The brand’s ability to refine familiar forms in response to contemporary needs allows functionality and character to coexist. Rather than chasing novelty, PEDRO has built a distinct set of design codes and continued to develop them over time.

Collaboration has also played an important role in that evolution. PEDRO’s partnerships reflect an understanding that ideas become richer at the intersection of cultures, disciplines and material traditions. In one collaboration, leather scraps from Singaporean furniture brand Commune were repurposed into new products, giving discarded material a second life. Another, with the Ethical Fashion Initiative, saw a reworked version of the Alyssa leather backpack become a canvas for the time-honoured artisanal weaving traditions of Burkina Faso.

For its 20th anniversary, PEDRO turns the focus back to itself with Axxis. Centred on the Roman numeral XX, the capsule introduces a graphic identity that speaks to the brand’s past, present and future. Applied across its signature styles, the motif represents the interplay between movement and structure — the freedom to evolve while remaining grounded in what defines the wearer.

It is a fitting idea for a brand entering its third decade. PEDRO’s journey has never been simply about moving forward; it has been about knowing what to carry with it. As the expectations and challenges of the next 20 years take shape, the brand appears well placed to meet them — by continuing to evolve, while remaining clear about what makes PEDRO, PEDRO.