Years ago, the siblings began experimenting on their own. Susan tested every prototype on real women, gathering feedback after full days of wear, while James focused on the structure and support itself. A cushioned, flexible sole with built-in arch support quickly stood out.
Unlike most modern shoes, this design does not rely on rigid inserts or stiff orthopedic-looking soles to provide real support. "The big brands only care about margins, not comfort." Susan says.
The sole holds its shape wear after wear, does not flatten out, and stays gentle on the joints. For James and Susan, that combination of support and comfort 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.