Years ago, the siblings began experimenting on their own. Susan tested every prototype with real toddlers, watching first steps day after day, while James focused on the materials themselves. A soft, flexible knit blend quickly stood out.
Unlike most modern baby shoes, this knit blend does not require harsh synthetic treatments and does not rely on substances that have raised growing concerns around sensitive skin in recent years. "The big brands only care about margins, not comfort." Susan says.
The fabric holds its shape wash after wash, does not stiffen, and stays gentle against a child's skin. For James and Susan, that combination of durability and softness was essential.
Each pair took hours to make and finish by hand. There was no outsourcing and no mass production. The siblings deliberately kept their operation small, preferring control and consistency over rapid growth. “If we could not make it properly, we would rather not make it at all,” James said.