Photography by Johnny McMillan and Veronika Faustmann
Danieli Bergin: ‘The Bróg mission is to design unique shoes that blend Irish heritage with a modern twist’
Growing up in Rio de Janeiro watching her mother make slippers, Danieli Bergin’s interest in shoemaking was piqued at a young age. Now, as founder of Irish ethical luxury shoe brand Bróg, Dani strives to make her customers feel confident as they step out into the world.
I’m Danieli Bergin, the founder and creative director of Bróg. I’m a Brazilian shoe designer born in Rio de Janeiro who fell in love with Ireland a few years ago and yes, I’m still here, despite the weather and thanks to the Irish man who stole my heart (proud wife here!).
My husband loves sailing and rugby, so I’m still working on improving my skills in both! I’ve always loved fashion and everything related to style, design and art. My passion for shoes started at a young age, watching my mum make slippers.
Today, unfortunately, she is not aware of the journey I am taking or able to advise me, as she has Alzheimer’s. Sometimes, I can still pick her brain and she says, “I love that colour, Dani, will you make one for me?”
I’ve wanted to be a designer from a young age. I have a background in business, but my growing passion for fashion, design, and art naturally led me to explore different areas of the industry.
Studying shoe design in Brazil and at Saint Martins in London guided me toward achieving my dreams. I was fascinated by the entire manufacturing process involved in the footwear industry. My journey also took me to Italy, where I had the opportunity to spend a few years learning and understanding the process of making impeccably pristine shoes in the Marche region. Guided by incredibly skilled Italian artisans, where the authenticity of the designed patterns taught me the value of details in the creation process.
When I’m not designing, you’ll find me in my garden looking after my 80 species of roses or hanging out with my little ‘son’ Beethoven — my mini poodle with the biggest personality.
In 2023, I founded Bróg, a luxury Irish women’s footwear brand that blends Ireland’s rich history and traditions with unique, modern design.
The name Bróg comes from the Irish word for ‘shoe’, reflecting my deep connection to Irish heritage — a connection symbolised by the fada on the ‘ó’, which is also embossed on our soles.
Bróg stands on three core values: Heritage. Elegance. Empowerment.
These principles guide every collection. Ireland offers endless inspiration, and wherever I look, I find stories, textures, and symbols that align with and deepen these values.
The ethos
At Bróg, our mission is to design unique shoes that blend Irish heritage with a modern twist.
Our designs are crafted to tell stories through our shoes. Inspired by Irish culture, every pair is designed to feel special — timeless, elegant, and made to last, with a touch of luxury. The signature gold toe piece adds that extra distinctive, luxurious detail that makes each pair feel unique.
As a brand that values limited editions and responsibly sourced materials, Bróg embraces slow fashion by producing in small batches to ensure exceptional quality and reduce waste.
This thoughtful approach means a lot to us, and we know it matters to the women who wear Bróg too. Our designs are made to inspire confidence and uniqueness — they’re sophisticated, but practical and comfortable.
The logistics
Funding was absolutely a concern when starting out. Finding a high-quality factory and building trust with one that’s willing to invest their time in a new brand is very challenging in the industry, as big brands will always be much more attractive to them, and it’s always a concern.
Also, starting a footwear business requires a significant investment, especially since the minimum order quantity per style can be quite high for a new brand
The best business advice I’ve gotten has been to listen and adapt. I’ve learned that designing unique ideas can be great, but they’re not always functional. I’ve learned to listen to our skilled artisans and suppliers, who bring my ideas and vision to life. It’s important to adapt to practicality, as their expertise and feedback are so valuable — especially when designing a shoe, where over 30 suppliers need to work together in sync.
I’ve learned that starting a business is challenging — pushing boundaries and staying resilient is crucial to take it to the next level. One of the most valuable lessons I’ve learned is the importance of surrounding yourself with inspiring people. I’m fortunate to have my husband as the CEO of Bróg; his financial expertise and successful career have been helpful to shape our strategies and drive the brand forward.
Fashion favourites
I admire Aoife Rooney from Aoife Lifestyle. Her bold style and eye-catching designs make her work stand out. Nimiiny for the brand’s playful and versatile aesthetic, and Elspeth Moloney, a talented new designer and recent NCAD graduate, who is another exciting voice in Irish fashion.
Elsewhere, Amina Muaddi — she’s a shoe designer and I really admire her journey in the footwear business. She has recently designed a bold and edgy collection, with clean lines and a luxurious touch that’s beautiful.
And of course Dior — with Jonathan Anderson at the helm, who is an Irish designer I’ve admired for years — stepping in as the new creative director of one of the most powerful fashion houses, I’m truly looking forward to seeing the magic of his debut collection. My best fashion purchase has without a doubt been the Dior Jolie bag. It’s my lucky charm bag.
I also love seeing the best of Ireland on Cassie Stokes’ social media account. She’s great.
The legacy
My proudest moment so far was being nominated as Best New Brand in Ireland and the UK by Drapers 2025, and being selected as one of the 12 emerging designers at MICAM 2025, representing Ireland among so many talented shoe designers worldwide. It has been an incredible honour.
If I could have anyone wear my designs, it would be Emma Greedy. She is so inspiring, and it would be a dream come true to see her wearing Bróg.
Finally, I want my shoe brand to be remembered for being proudly Irish, with unique designs made to last.
Photography by Johnny McMillan and Veronika Faustmann.
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