The growth of barefoot shoes

Summary

Business Daily (BBC World Service)

Episode: The Growth of Barefoot Shoes

Date: September 23, 2025
Host: Helen Ledwick

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Episode Overview

This episode explores the remarkable rise of "barefoot shoes"—footwear designed to mimic the feeling and biomechanics of being barefoot. Once the niche domain of minimalist runners, barefoot shoes are now breaking into mainstream fashion, fueled by health claims, evolving consumer preferences, and social media buzz. The program examines market trends, company strategies, scientific perspectives, and consumer experiences, asking whether these shoes are a revolution in foot health or a fashionable fad.

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Key Discussion Points & Insights

1. What Are Barefoot Shoes?

• Definition:
  • Thin, flexible sole to feel the ground
  • Wide toe box for toe splay
  • Zero drop (completely flat, encouraging natural foot movement)
  • Range from glove-like designs to sandals and boots (04:00)
• Kate Harrington (Happy Little Souls):
  • Initially, options were limited and imported; now there’s significant choice as demand has grown
  • "People don't want to make that compromise anymore. Once they've been in barefoot shoes for a few years, they don't want to go back..." (03:58)

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2. Consumer Trends & the Mainstreaming of Barefoot Shoes

• Market Growth:
  • Markets in US, Germany, UK leading, with expansion into India and beyond via social media (01:43, 07:42, 14:00)
  • Search interest up 40% in 2024—driven by TikTok, Instagram, Facebook groups, podcasts (07:16)
  • Market size: $550 million globally (2024), projected to double by 2035 (07:16)
• Family Adoption Stories:
  • Families report switching as a group, citing comfort and health reasons (05:28-06:45)
  • Consumer quote: "They're really comfortable, they feel better and they don't confine your feet to small spaces." (06:55)
  • Social sharing plays a pivotal role in discovery (“found out about it on TikTok”). (06:45)

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3. Business & Brand Perspectives

a. Vivobarefoot – Innovator Profile

• Asher Clark (Co-founder, Vivobarefoot):
  • Family legacy (Clark’s shoes), but “knew zero about feet and how shoes impact human health” (08:00)
  • Founded Vivobarefoot on the premise that less shoe is better for foot health (08:04)
  • “Shoes, the very thing that we were designing, are the problem.” (08:17)
• Market Success:
  • 1.1 million pairs sold in 2024; $118 million in revenue, doubled since 2020 (09:21)
  • Focus on sustainability: “repair and resell” (Revivo), aiming for local, on-demand, scan-to-print manufacturing (09:59)
  • Mission above margin: More expensive, but “made out of more premium materials in a more considered way.” (10:42)
  • “We wanted to inspire the shoe industry and people at large that, you know, less shoe is better.” (11:47)

b. Affordability and Global Access: Anjun in India

• Jalaj Sahani (Founder, Anjun):
  • Started in 2021 in New Delhi; initial slow growth, now accelerating thanks to social media (14:06)
  • Indian market is highly price-sensitive; shoes priced $30–$40 USD, leveraging local manufacturing (15:00)
  • “We have constantly been striving to provide a very good barefoot experience at a very good price point.” (14:43)
  • Focused on increasing model range and reaching more demographics (15:44)

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4. Health Claims: What Does the Science Say?

• Dr. Jo Warne (Technological University of Dublin):
  • “There is most definitely some evidence that says that there is a development of foot strength and foot structure and an ability to better control things like barefoot stability. Lower limb control is improved. So this is all definitely positive.” (16:17)
  • Cautions that shoes are not a panacea: Too quick a transition can cause injury if legs and feet aren’t strengthened progressively (16:17)
  • In modern, sedentary western society, most people spend too little time barefoot (16:50)
  • For children: “There would definitely be benefits” to delaying structured shoes and encouraging barefoot play (17:46)

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5. The Role of Fashion and Culture

• Fashion Adoption:
  • Designer collaborations (e.g., Balenciaga’s "zero sandal", Vibram’s FiveFingers on catwalks) (18:04)
  • Zara launching barefoot-inspired children’s shoes; concern that fashion trends alone won’t create lasting market unless people feel significant lifestyle improvement (18:42)
• Community and Movement:
  • Anya Jensen (Anja’s Reviews):
    • Saw barefoot movement rise from blog to e-commerce to the world’s first barefoot expo in 2024 (19:11)
    • “The passion of the community and the loyalty of the people who start wearing these shoes… it kind of sells itself.” (19:14)
    • Not just a trend, but connected to challenging “feminine, physically oppressive societal norms like high heels or pointy toes.” (19:36)

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Notable Quotes & Memorable Moments (with Timestamps)

• Kate Harrington:

  • “People don’t want to make that compromise anymore. Once they've been in barefoot shoes for a few years, they don't want to go back to a narrower shoe for the wedding and be the one dancing without the shoes on at the end of the night…” (03:58)

• Asher Clark:

  • “The less stuff we put between ourselves and a natural way of living, the healthier we are.” (08:17)
  • “We really believe that the future of manufacturing will be local, on demand and bespoke…” (09:59)
  • “We wanted to inspire the shoe industry and people at large that, you know, less shoe is better. So in many ways we see it as part of the mission and a win that the shoe industry is making more barefoot shoes. So the more, the better.” (11:47)

• Dr. Jo Warne:

  • “There is most definitely some evidence that says… an ability to better control things like barefoot stability, lower limb control is improved… But, you know, a shoe in itself is not a panacea.” (16:17)
  • “For our kids… really what we need to try and encourage is an extended period of time in early years where we can allow an appropriate development of foot health…” (17:46)

• Anya Jensen:

  • “The passion of the community and the loyalty of the people who start wearing these shoes and then realize that they love it so much it kind of sells itself.” (19:14)
  • “There’s a staying power with this concept of a naturally shaped shoe and… ditching some of these more feminine, physically oppressive societal norms like high heels or pointy toes, that is beyond trends.” (19:36)

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Timestamps for Important Segments

• [01:08] Introduction to barefoot shoes entering the mainstream
• [03:23] Evolution of Happy Little Souls, UK barefoot shoe retailer
• [07:16] Global market figures and social media influence
• [08:04] Asher Clark on founding Vivobarefoot and critiques of shoe industry
• [09:59] Sustainability initiatives and the future of manufacturing
• [10:20] Pricing discussion for premium versus budget barefoot shoes
• [14:06] Expansion in India: Jalaj Sahani and Anjun Shoes
• [16:03] Dr. Jo Warne unpacks the science behind barefoot health claims
• [18:04] Fashion adoption and high-street brands entering barefoot market
• [19:11] Anya Jensen discusses community, culture, and the endurance of the barefoot trend

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Conclusion

This episode paints a nuanced picture of barefoot shoes: a product at the intersection of wellness, fashion, and sustainability. Enthusiastic consumer communities and major brands are propelling growth, while new entrants and social media expand geographic and demographic reach. The scientific case is cautiously optimistic—barefoot shoes can benefit foot strength and child development, but adaptation needs to be gradual. As both a movement and a market, barefoot footwear promises to keep evolving, with passionate advocates, fashion collaborations, and innovation shaping its future.

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For more episodes, search ‘Business Daily’ wherever you get your podcasts.

Transcript

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[Helen Ledwick]

Hello and welcome to Business Daily from the BBC World Service. I'm Helen Ledwick. Today, what have you come here for today? My barefoot shoe with barefoot shoes. Shoes that are designed to feel like you're not wearing any. Once a niche product for runners, minimalist footwear is still stepping into the mainstream. Barefoot shoes have found their way onto catwalks and into high street stores in demand from health conscious consumers looking for a more natural way to move.

[Kate Harrington]

I saw the difference between barefoot shoes and what we normally get in the shops. And when you can see the difference, I was like, oh, hang on a minute.

[Helen Ledwick]

Markets in the us, Germany and the UK have been growing steadily in recent years. Now, thanks to social media, interest is spreading to other countries too, including India. With its vast consumer base, we are.

[Ryan Reynolds]

Very happy with the kind of response that we have got and how people have taken to it and are understanding the advantages of it.

[Helen Ledwick]

So are minimalist shoes the future of footwear or a passing trend? And do they live up to the hype? The growth of the barefoot shoe market all coming up in today's program. It's a Saturday morning in a hotel function room near Birmingham in England. Tables are lined up and loaded with shoe boxes. Exhibitors are sharing insights into foot health. And people of all ages, from the barefoot curious to full on enthusiasts have come to try on some shoes.

[Kate Harrington]

We've tried a couple of pairs on. Well, I have and they're so comfortable.

[Helen Ledwick]

So what is a barefoot shoe? Definitions vary, but there are three main elements. A thin, flexible sole so you can feel the ground beneath your feet. A wide toe box, the front part of the shoe so you can spread your toes out and zero rise. They're completely flat to encourage the foot to move as naturally as possible. You might have seen the quirky ones that look a bit like a glove for your foot, but they come in all shapes and sizes, from sandals to walking boots and everything in between. Jelly beans. Yeah. Jelly shoes. Yeah, this is the same. Kate Harrington is the buyer for Happy Little Souls, the UK based bag barefoot shoe company behind this try on event. It's an online retailer that Kate founded back in 2010. She says things have changed a lot since then.

[Kate Harrington]

I mean, initially, very limited options. I bought a lot from the States, a lot of brands that weren't overtly barefoot but possibly had, you know, barefoot properties. So we had to make a lot of compromises. We don't have to do that anymore. And the customers have sort of grown with us. So initially we just did children's shoes and then we were finding mums and dads going, well, we've looked into it, we've seen the benefits of barefoot shoes for our children. We want to try them for ourselves. We can't find many options in the UK outside of sort of sportswear. And so we sort of went from there really, and started getting more adult brands in. And we've just grown and grown and grown and our customers have sort of come along with us and we're definitely seeing it become much more mainstream. And actually I was talking to one of the other big UK barefoot brands and we're seeing very much a change. Where initially people were perhaps buying barefoot shoes for sport, barefoot shoes for maybe outdoor activities, but then going back to conventional shoes for the office for parties, weddings, events. People don't want to make that compromise anymore. Once they've been in barefoot shoes for a few years, they don't want to go back to a narrower shoe for the wedding and be the one dancing without the shoes on at the end of the night because their feet hurt so much. And so that kind of occasion wear, that dress shoe market, the office shoe market, that's where we've seen the real growth over the last five years since COVID I would say these are too big. My name is Anna, I'm 38 and my daughter, who is nearly 7 and my other half is, I know you are 6, nearly 7, and my other half is 43. Just looking at shoes, they're a bit more respectful of feet. So funnily enough, I didn't really know about barefoot shoes until I had my daughter and she was a few years old because it's a minefield for shoes. And just researching shoes and how to measure feet and all those kind of things, I stumbled across people sharing barefoot shoes on Instagram and online and just understood a bit more from there.

[Helen Ledwick]

So, and so what do you. I mean, I see you're wearing a pair of barefoot shoes. In fact, you're all three of you, aren't you? Mum, dad and daughter. You're all wearing barefoot shoes. Shoes. So what's your name?

[Ryan Reynolds]

Martin.

[Helen Ledwick]

Are you on board? Fully as well. Did you take some persuading or.

[Ryan Reynolds]

I did take a bit of persuading, but after a bit I, I live.

[Asher Clark]

In them now and I found I.

[Ryan Reynolds]

Was talking to the lady that my. My knee doesn't hurt as much. When I was wearing normal trainers, I.

[Asher Clark]

Couldn'T walk very long and my knee was actually in pain. So I've had an operation, but now it doesn't hurt as much anymore.

[Kate Harrington]

I've got a bunion and as I've got older, I think my feet have got wider and I find that I get a pain, especially if I'm walking for some distance. And I'm a gardener, that's my occupation. So I need really wide boots that maybe I could wear thick socks in. I started looking into barefoot shoes when my daughter was born.

[Helen Ledwick]

Just happened to come across something on.

[Kate Harrington]

Instagram really randomly and I saw like the difference between barefoot shoes and what we normally get in the shops. And when you can see the difference, I was like, oh, hang on a minute. And I've always hated, hated my feet, always hate the shape of my feet and everything. And I was like, this is a way of avoiding that. That misshape for her as her feet develop. But the one problem that I have with them is that I find them. They're quite extensive and they're often out of my price range.

[Helen Ledwick]

I've come, my little son and my sister because my oldest son does barefoot shoes. He found out about it on Tick Tock.

[Kate Harrington]

Yeah.

[Helen Ledwick]

What is it you like about them?

[Ryan Reynolds]

Yeah, they're really comfortable, they feel better and they don't confine your feet to small spaces.

[Helen Ledwick]

Well, look at what the science says about the health benefits of barefoot shoes a little later in the program. Spoiler alert. It's complicated. But first, let's look at the numbers. In 2024, the global barefoot shoe market was valued at around US$550 million by the market research company Future Market Insights, a figure projected to nearly double by 2035. Online interest has risen dramatically, too. Searches for barefoot shoes are up 40% on last year to around 800,000amonth, fueled by TikTok trends, Instagram influencers, Facebook groups and podcasts.

[Asher Clark]

The journey to regenerative footwear starts with a single step.

[Helen Ledwick]

Shoes are in Asher Clark's DNA. He's a seventh generation member of the Clark family, known for the iconic British brand Clark's Shoes. In the in the early 2000s, Asher and his cousin Galahad Clark began laying the groundwork for what would become one of today's leading barefoot shoe brands, Vivobarefoot.

[Asher Clark]

One of his childhood friends at the time was a tennis player and Royal College of Art student, and he kept twisting his ankle playing tennis. So the first barefoot shoe, or at least that we came across, was this pair that he'd taken a bread knife to cut the sole off, stitched on a tennis racket cover, and started to create a kind of connection between thick, wobbly, padded soled shoes and injury. And fast forward many years later and just kind of. We spent a lot of time with lots of different people that kind of understood kinetics, biomechanics, basically, you know, feet and how feet impact movement. And what struck me really strongly is that in my education and my seven years as a shoe designer, I knew zero about feet and zero about how shoes impact human health and human movement up the kinetic chain. And the more I started to realize, the more I realized that shoes, the very thing that we were designing, are the problem. And it's part of a bigger idea, which is that the less stuff we put between ourselves and a natural way of living, the healthier we are.

[Helen Ledwick]

So with health and natural foot movement in mind, Vivobarefoot launched in the UK in 2012. Today, it's a global company selling 1.1 million pairs of shoes in 2024 and generating US$118 million in revenue in the same year, more than doubling its sales for 2020. But Asha says it's less about the numbers and more about bigger goals, especially sustainability. In 2020, VivoBarefoot launched Revivo a Re Commerce to repair and resell used shoes. 62,000 pairs last year. And next, a move away from mass production.

[Asher Clark]

We really believe that the future of manufacturing will be local, on demand and bespoke. And so we've been working a lot on scan to print technology. So the vision being you scan your feet, you pick the shoes and Then they're printed and or assembled in more automated ways locally to you.

[Helen Ledwick]

Let's talk about price just for a minute because when I've spoken to people who buy barefoot shoes, it is something that comes up. Vivobarefoot prices I think start from around £100 or about US$130 for a pair of shoes. There are cheaper options out there. So I'm just wondering, as more companies enter the marketplace and the customer base grows, can you ever see those prices coming down?

[Asher Clark]

Yeah, totally. I mean, you probably just heard from the conversation, but our agenda is bigger than just making shoes as cheaply as possible and selling as many as possible. We are fundamentally trying to solve some big problems in terms of the sustainability agenda, the on demand agenda, the, you know, keeping shoes out of landfill and on feet longer. Right. All of these things cost a lot of money or cost are ultimately part of the overhead. And so, you know, yes, our shoes are more expensive, but they're made out of more premium materials in more premium factories in a more considered way, with a kind of greater level of understanding about barefoot and also the investment behind it that is going into trying to solve some of these big shoe shaped challenges. And so, yeah, look, we are more expensive than your average barefoot brand. That's coming in at a kind of lower price point. But to be honest, that was always our mission. We wanted to inspire the shoe industry and people at large that, you know, less shoe is better. So in many ways we see it as part of the mission and a win that the shoe industry is making more barefoot shoes. So the more, the better.

[Helen Ledwick]

You're listening to Business Daily from the BBC World Service.

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[Helen Ledwick]

I'm Helen Ledwick and in today's program I'm looking at the rise of barefoot shoes, footwear designed to make you feel as though you're not wearing shoes at all. The us, Germany and the UK have driven much of the growth so far, but social media is helping to boost demand elsewhere. And in India, the market is quietly gaining traction.

[Ryan Reynolds]

We've seen an uptick of people having an interest in barefoot shoes.

[Helen Ledwick]

Jalaj Sahani started the barefoot shoe brand Anjun in 2021. Speaking to me from his base in New Delhi, he tells me sales were slow to begin with, but things are changing.

[Ryan Reynolds]

We have seen that steadily grow over the years and I think most of it is also due to social media as well. You know, people are more exposed and people are taking a lot of content in every day. So I think that is part of why barefoot shoes are becoming very, very popular these days.

[Helen Ledwick]

And has it been what you expected financially? Have there been any surprises? Like what have you found?

[Ryan Reynolds]

As for any business, there have been a lot of ups and downs regarding, you know, the journey of Andeon, but we have constantly been striving to provide a very good barefoot experience at a very good price point. So India, as you know, is a very price sensitive market.

[Helen Ledwick]

Tell me about that price point then. I was looking online and it seems like shoes start from around two and a half thousand rupees, which is about 30 US dollars. Compared to other more established or bigger brands, that is much lower. So how are you managing to achieve that?

[Ryan Reynolds]

So that is absolutely correct. Our average price point is between the 30 and 40 USD. We've been designing the shoes in India and we've had a lot of manufacturing partners in India, in China, in Vietnam, and that is how we've been able to achieve this price point.

[Helen Ledwick]

What's your vision for growth, especially for your company? But for Barefoot shoes in general in India. Where does Anjoon fit into all that?

[Ryan Reynolds]

So we're trying to increase our models and hook up to more demographics with them to overall increase the barefoot experience. We are very happy with the kind of response that we have got in the Indian market and how people have, you know, taken to it and are understanding the advantages of it.

[Helen Ledwick]

We've heard a lot about the perceived health advantages of barefoot shoes. But what does the science say? Dr. Jo Warne is a lecturer at Technological University of Dublin in Ireland. He's been involved in loads of studies on barefoot and minimal footwear.

[Ryan Reynolds]

What I'll say is, yes, there is most definitely some evidence that says that there is a development of foot strength and foot structure and an ability to better control things like barefoot stability, lower limb control is improved. So this is all definitely positive. But, you know, a shoe in itself is not a panacea. It's not going to solve all of the issues that you experience in your lower limb. You know, there was a huge surge in the popularity of minimalist shoes and going barefoot and around these early teens, 20 teens, because a huge amount of people were interested, particularly because of the the worldwide best selling book Born to Run. And they adopted minimalist shoes very quickly or took off their shoes and tried to do far too much too soon. And because we've spent a huge amount of our time with shoes. This is a really important point here because we live in developed Western populations where a lot of our time is sedentary. We're off our feet, seated or driving or reclining, and we spend the time that we are moving around in fairly highly structured shoes, then it means that actually the function and the structure of lower legs and our feet may have been impaired over time. So it might actually be true that adopting a minimalist shoe or going barefoot altogether too quickly or without sufficient time strengthening the lower legs might be far more dangerous than the time or the benefit that it deserves.

[Helen Ledwick]

And what about barefoot shoes or minimalist shoes in early life? Does it make sense for us to buy them for our kids?

[Ryan Reynolds]

Definitely. There's no question that really what we need to try and encourage is an extended period of time in early years where we can allow an appropriate development of foot health and foot function and try to delay as long as possible putting our children into shoes. There would definitely be benefits.

[Helen Ledwick]

Not everyone who's into barefoot shoes is on a health journey. For some, it's about the look. And the fashion world has started to take notice. Designers are teaming up with barefoot brands. Vibram's five finger glove shoe is a regular on the catwalk. And Balenciaga caused a bit of a stir with its zero sandal, a 3D molded design with pretty much just a sole and a toe support. The high street change. Zara has launched a children's range too. So could fashion drive demand even further? So I think that it brings more people to the table, but if you don't buy into the concept or you.

[Ryan Reynolds]

Don'T feel like wearing them makes your.

[Helen Ledwick]

Life better, then I don't think that those people are going to stick around and grow the market in a meaningful way. Anya Jensen launched the barefoot shoe blog Anja's Reviews in 2019. It grew into an e commerce shop and in 2024 she held the world's first barefoot shoe expo in the US State of Colorado, bringing together brands from around the world. She's had a ringside seat as the barefoot movement has grown. And she says it's much more than a trend.

[Ryan Reynolds]

The passion of the community and the.

[Helen Ledwick]

Loyalty of the people who start wearing these shoes and then realize that they.

[Ryan Reynolds]

Love it so much it kind of sells itself.

[Helen Ledwick]

And that's what I am seeing is.

[Ryan Reynolds]

Really driving the industry.

[Helen Ledwick]

That is what's going to make it.

[Ryan Reynolds]

Last, in my opinion. That's why I don't think that it's just a passing trend, because there's a.

[Helen Ledwick]

Staying power with this concept of a naturally shaped shoe and sort of ditching some of these more feminine, physically oppressive societal norms like high heels or pointy toes, that is beyond trends. Back at the Try on event near Birmingham, England, shoppers are making their final purchases of the day. You're pretty much in on the idea.

[Ryan Reynolds]

Definitely.

[Helen Ledwick]

Definitely.

[Kate Harrington]

We're buying a pair today.

[Helen Ledwick]

That's it for today's Business Daily on BBC World Service. I'm Helen Ledwick. Thanks for listening. You can hear more programs just search for Business Daily wherever you get your BBC podcasts.

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