This research aims to determine what factors are needed to design Cannes shoes, a brand of eco-friendly footwear products, and to examine the theory behind the implementation of Quality Function Deployment (QFD) related to eco-products. Samples were collected by distributing questionnaires with non-probability sampling to 100 respondents to define what customers want in eco-shoes. The data were then analysed by QFD. An in-depth interview with the product owner was carried out to determine technical specifications and also to determine benchmarking with two competitors. The results showed that customers want comfortable shoes manufactured using eco-friendly materials. The technical response to Cannes environmentally-friendly shoes is that they are made from genuine leather, they use natural dyes and they have a foot bed, eco-friendly soles and shoe construction that are comfortable for wear. The variables tested showed a good relationship with one another. Comparison with its competitors showed that Cannes is considered far superior in quality by consumers. The technical evaluation considered the use of these elements: Horween leather, natural dyes, arc-technology foot bed, eco-friendly sole 100 % reuse and recycle and Norwegian welt construction.