Non Ducor, Duco — the history of the symbol whose aesthetic and motto inspire the SSP 1954 collection.
The Coat of Arms of the City of São Paulo
Parade with flags, IV Centenary of São Paulo
The Coat of Arms of the City of São Paulo
Created in 1917, the coat of arms of São Paulo was born from a contest organized by Washington Luís, then mayor. The winning design was by José Wasth Rodrigues, with the Latin motto conceived by poet Guilherme de Almeida: "Non ducor, duco" — I am not led, I lead. The symbol, with a sword surrounded by coffee branches, reflects the importance of this crop for the city's economy. The evolution of the original drawings — from the version submitted to the contest to the current format — reveals the progressive refinement of a symbol that became São Paulo's visual signature.
The Evolution of the Coat of Arms
First Design — without crown, featuring a church and sun; the arm facing right.
Second Design — the crown with three towers and coffee branches appear for the first time.
Third Design — refinement of heraldic elements toward the definitive version.
Current Version — the coat of arms as used today by the city of São Paulo.
“Non ducor, duco — I am not led, I lead.”
Don't Be Led. Lead.
São Paulo's motto — "I am not led, I lead" — is also the spirit of Sartoria San Paolo. Every piece we create is an affirmation of individuality and conviction. The phrase that accompanies the SSP 1954 collection is born directly from this motto: an invitation to those who choose to lead by example, not by imposition.
