Business Daily (BBC World Service)

Episode: The Growth of Barefoot Shoes

Date: September 23, 2025
Host: Helen Ledwick

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.

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)

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)

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)

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)

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)

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)

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

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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