Sneaky Steve is a Swedish shoe brand founded in 2007, headquartered with its flagship store at Vallgatan 25 in central Gothenburg and operated by F Division Group AB, whose sneakers, low-cut shoes, boots and Chelsea boots for men and women are all made in Felgueiras, Portugal — ‘everything originates from our production in Felgueiras’, the brand states, citing UV water purification, on-site recycling stations and near-total solar power at its Portuguese factories. Its webshop serves Sweden, Norway, Denmark, Finland, Estonia, Germany, the Netherlands, Belgium, Austria, Poland, the United Kingdom and the United States.
Sneaky Steve was founded in 2007 and runs from Vallgatan 25 in the centre of Gothenburg, where its flagship store doubles as head office; the webshop and brand are operated by F Division Group AB. The range is classic Swedish casual footwear — sneakers, low-cut shoes, boots and Chelsea boots for men and women, with accessories and a small clothing line — sold direct to consumers in twelve countries: the four Nordic markets plus Estonia, Germany, the Netherlands, Belgium, Austria, Poland, the United Kingdom and the United States.
The production story is explicit and entirely Portuguese. On its sustainability page the brand writes that ‘everything originates from our production in Felgueiras, Portugal’, that manufacturing in Portugal is both a quality promise and the core of its sustainability approach, and that its factories there use UV purification, run their own recycling stations, minimise waste, reuse materials and now draw almost all of their energy from their own solar panels; it also cites short transport distances and local materials. Felgueiras, in the Tâmega valley east of Porto, is the same cluster that makes shoes for Oslo’s New Movements.
Sneaky Steve is a textbook example of the Gothenburg-to-Felgueiras supply line that underpins Sweden’s footwear imports from Portugal — SEK 179 million in 2025 according to Statistics Sweden — and of how a mid-sized Nordic brand uses its Portuguese factory as a sustainability credential in front of consumers. For Portuguese footwear makers, the brand’s public description of factory practices (water treatment, recycling, solar power) is a checklist of what Nordic clients now expect to be able to say.
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