GILMODA 2020-05-02T22:51:54+00:00

GilModa is a mythical ready-to-wear store in São João da Madeira

Maria Alzira · GilModa, São João Nosso

GilModa is a mythical textile house located in a historical site of São João da Madeira

Imposing and proud: this is how the Gilmoda – mythical textile house – stands in a historic place in the city of São João da Madeira. In fact, Praça Luís Ribeiro and, more concretely, Rua da Liberdade are the last stronghold and home of some of the most iconic stores in the region. Tenacity and resilience are, moreover, keywords in the vocabulary of these small businessmen, in the daily struggle for greater appreciation of traditional commerce.
Gilmoda was born of the irreverent entrepreneurship of a young man in his twenties, somewhere between the certainty of having life ahead and the inevitability of military service – to date – mandatory. First at Gaia, later at Sto. António (S. João da Madeira) and since 1986 in the current location, the main reference of the clothing trade in the city once had its own brand. At the time, the São João da Madeira commercial scene prospered, supported by a robust industrial fabric and frequent customers from the most hidden corners of the nation.
Only surpassed by Lisbon and Porto – and taking on the size of the volume of exchanges with the other cities of the country – S. João da Madeira was assumed as the preferred destination of traders with ambitious aspirations. In the heyday of big sales, between 1991 and 2007, the demand was so great that they adventure creating their own brand: Maria Zira in the labels of select and diverse pieces, made from the most refined fabrics. Dominion and prosperity were constant and seemed to eternalize. It was not so.
After 20 years of self-made clothing, the demand began to decline and the fabrics became more expensive: it became economically more profitable to purchase previously manufactured clothes, thus leading the home brand until the expected extinction.
Today it is Maria Alzira who takes the reins of the business, reserving the usual sympathy for those who dare to pass the entrance. Other requirements and the particularity of being of the few houses with manikins makeup, emphasized to the fleshy lips, “garridamente rosados”. Or in which the dresses for sale also rest on the body of those who work there.
They can be (only) preciosities, insightful details; but Ludwig van der Rohe once wrote: ‘God is in the details.’ Gilmoda is full of them and they are delicious.

Imposing and proud: this is how the Gilmoda – mythical textile house – stands in a historic place in the city of São João da Madeira. In fact, Praça Luís Ribeiro and, more concretely, Rua da Liberdade are the last stronghold and home of some of the most iconic stores in the region. Tenacity and resilience are, moreover, keywords in the vocabulary of these small businessmen, in the daily struggle for greater appreciation of traditional commerce.

Gilmoda was born of the irreverent entrepreneurship of a young man in his twenties, somewhere between the certainty of having life ahead and the inevitability of military service – to date – mandatory. First at Gaia, later at Sto. António (S. João da Madeira) and since 1986 in the current location, the main reference of the clothing trade in the city once had its own brand. At the time, the São João da Madeira commercial scene prospered, supported by a robust industrial fabric and frequent customers from the most hidden corners of the nation.
Only surpassed by Lisbon and Porto – and taking on the size of the volume of exchanges with the other cities of the country – S. João da Madeira was assumed as the preferred destination of traders with ambitious aspirations. In the heyday of big sales, between 1991 and 2007, the demand was so great that they adventure creating their own brand: Maria Zira in the labels of select and diverse pieces, made from the most refined fabrics. Dominion and prosperity were constant and seemed to eternalize. It was not so.
After 20 years of self-made clothing, the demand began to decline and the fabrics became more expensive: it became economically more profitable to purchase previously manufactured clothes, thus leading the home brand until the expected extinction.
Today it is Maria Alzira who takes the reins of the business, reserving the usual sympathy for those who dare to pass the entrance. Other requirements and the particularity of being of the few houses with manikins makeup, emphasized to the fleshy lips, “garridamente rosados”. Or in which the dresses for sale also rest on the body of those who work there.
They can be (only) preciosities, insightful details; but Ludwig van der Rohe once wrote: ‘God is in the details.’ Gilmoda is full of them and they are delicious.

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