Founded in 2023, Lusowear grew out of Tiago Vasco’s experience in digital marketing and the need he identified among brands for solutions for garment development and production. After studying the sector and building a network of contacts, he entered the textile industry around two and a half years ago with the founding of Lusowear.
Based in Póvoa de Varzim, the company works exclusively in private label and supports customers from product development through to production. «There are many people who produce, but few who handle the development side from scratch with the customer. Essentially, the customer has an idea, and we give wings to their creativity and turn an idea, which is sometimes not tangible, into a finished product», explains Tiago Vasco. To do this, Lusowear provides technical expertise on materials, finishes and customisation methods, while also helping to adapt proposals to the available quantities and budgets.
Production is handled by a network of specialised partners, all located within a 50-kilometre radius. «By assigning the right work to the right person, we can make a product with much higher quality, much faster and in a much more versatile way», stresses Tiago Vasco. Knitted garments account for around 90% of production, with hoodies, sweatshirts, tracksuit bottoms, shorts and T-shirts among the best-selling items.
Challenges and opportunities
Small quantities are one of the main challenges identified by Tiago Vasco in the Portuguese market. Lusowear frequently receives requests to produce between 20 and 50 garments, but generally works from 100 units upwards, depending on the product, pattern, knitted fabric and trims. «Customers are demanding at the moment. They want price, but at the same time they also want the quality and exclusivity of a product made in Portugal», he says.
The company offers different customisation techniques, including direct-to-film (DTF) printing, direct-to-garment (DTG) printing, sublimation, screen printing and embroidery. Tiago Vasco points out, however, that he does not always recommend the technically simplest or cheapest solution to the customer. «Every company has a commercial interest in selling. But I would rather not sell than mislead a customer. Sometimes customers need to have that awareness and also understand why it is better to opt for screen printing, embroidery or a more premium finish instead of a type of customisation that does not add as much value to the brand, for example», he states.
Recent projects include the production of 1,400 sublimated polo shirts for the audience at Brazilian singer Anitta’s concert in Lisbon, held in July this year. The contact came through Lusowear’s digital presence, and the entire process was developed remotely, with the customer in Brazil.
The order involved five styles with the same basic pattern but different colours and graphics, in a type of production that Lusowear had not previously undertaken. «There were 1,400 garments made in less than two weeks, and we are talking about several processes», reveals Tiago Vasco.
Exports account for 50%
The Portuguese and international markets account for equal shares of the company’s business, with Spain its main export market, followed by destinations such as the UK, Belgium, France, Sweden and Luxembourg.
Lusowear aims to increase its international business and has already recorded export growth of around 30% to 40% this year. The strategy involves strengthening its digital presence and targeting communications at other markets. «It all has to do with communication, and our sales come mainly through the digital work I do, which is still not at 100% due to time constraints. My aim now is to increase our digital presence and start communicating with other countries as well. Because all our marketing has been aimed mostly at Portugal», he explains.
Plans for the future
The company is now preparing to enter new segments, namely «leggings, sports tops and also activewear and underwear», although development in these areas is still under study.
Despite the potential for growth, Lusowear does not plan to create its own brand. «We exclusively produce for brands. Now, and for the next few years, I have no intention of creating» a brand, highlights Tiago Vasco.
In the first half of 2026, the company recorded lower demand in terms of customer numbers compared with the same period last year, but orders were larger. July 2026 was, according to the founder of the Póvoa de Varzim-based company, «without a doubt, the best July so far».
For the coming months, Lusowear, which recorded turnover growth of «between 20% and 30%» in 2025, already has projections and confirmed orders. The company expects to end 2026 above last year and, for now, is not considering changing its production model or setting up its own industrial operation. «As long as I have the people I have, with their dedication, their love for the sector and their commitment to never letting a customer down, I do not need to change my structure», concludes Tiago Vasco.
