Creating a business model from the traditional to global fashion: Guimarães embroidery

The great challenge of this century is the creation of new models of fashion business with sustainable principles. So, intends to present in this paper the process that gave rise to a set of differentiated clothing designs. Through the relationship of a set of concepts more or less interconnected, which bring together sustainability principles of social and cultural, besides the environmental dimension, exploring the cultural and intangible heritage of embroidery of Guimarães. The Guimarães embroidery reflects the culture of a people and has a high potential for innovation, from both technical and aesthetic point of view, in the sense of a more contemporary reading.