Innovation in Every Step: A Conversation with Co-Founders of Kneetoes on the Future of Footwear

New Delhi [India], February 21: Shahyan and Shujat, the dynamic duo behind Kneetoes, have turned a modest shop-in-shop footwear brand into a thriving direct-to-consumer enterprise that merges style, comfort, and sustainability. Their journey, however, wasn’t without its challenges—a story of resilience, vision, and an unyielding passion for creating footwear that speaks to the modern consumer.

From modest beginnings to setting benchmarks in innovation, the story of Kneetoes is one of transformation and vision. Here’s what Shahyan and Shujat had to share about their brand, its evolution, and what lies ahead for the footwear industry.

Q1: Could you both share the story behind Kneetoes? What inspired you to enter the footwear industry and create this brand?

Shahyan: Kneetoes started as a friend’s project in 2010. By 2018, we took over the brand entirely, bringing in our expertise from years in the retail business, where we worked as franchisees for brands like Aditya Birla and VF Corp. At the time, Kneetoes operated as a shop-in-shop model, with untapped potential. We believed in the brand’s promise and decided to turn things around, focusing on exclusive outlets and a robust online presence. Our efforts paid off, and this fiscal year, we’re investing significantly in our D2C channels for sustained growth.

Shujat: Our initial expansion plans were delayed by the pandemic, but by 2023, we resumed with renewed energy. Coming from a background in organized retail, our experience in garments naturally complemented our venture into footwear. Kneetoes is more than a business for us—it’s a way to innovate and provide unparalleled value to consumers.

Q2: How would you describe the brand’s core mission and values? What sets Kneetoes apart in the highly competitive footwear market?

A: At Kneetoes, our mission is simple yet powerful: to design footwear that blends cutting-edge innovation with exceptional craftsmanship.

Core Values:

• Quality: We uphold rigorous quality standards, ensuring every shoe delivers durability and comfort.

• Innovation: From design to technology, we continuously explore new trends to stay ahead.

• Sustainability: Eco-friendly materials and production practices are integral to our processes.

• Customer Satisfaction: We prioritize customer experience through exceptional service and products that exceed expectations.

What sets us apart is our commitment to these principles while ensuring affordability, making Kneetoes a trusted choice for diverse customers.

Q3: What are some of the biggest milestones Kneetoes has achieved since its inception?

A: Kneetoes has expanded from a single shop to seven exclusive stores, supported by a 22,000 sq. ft. warehouse in Bangalore to enhance online operations. Our brand has developed patented designs that blend ergonomic support with style, comfort, and durability. Additionally, advanced ERP systems and supply chain innovations ensure seamless integration between offline and online operations.

Q4: How has Kneetoes incorporated technological advancements into its operations?

A: We’ve made technology central to our operations:

• ERP Integration: Streamlined inventory and supply chain management.

• Automated Stock Replenishment: Ensures optimal stock levels across channels.

• Custom Design Features: Plans to introduce interactive tools for shoe personalization.

These advancements not only enhance customer experience but also prepare us for scalable growth.

Q5: Sustainability is a growing focus in fashion. How does Kneetoes address this?

A: At Kneetoes, sustainability is at the core of our operations. We prioritize the use of eco-friendly materials, incorporating recycled rubber, biodegradable fabrics, and non-toxic adhesives into our designs to reduce environmental impact. Our production processes are streamlined to minimize waste, with a focus on reusing scrap materials whenever possible. Additionally, we emphasize longevity by creating durable footwear that aligns with a “buy less, buy better” philosophy, encouraging mindful consumption. By embedding eco-conscious practices into every step of our journey, Kneetoes resonates with the values of today’s environmentally aware consumers.

Q6: What are the trends and customer needs driving your innovation process?

A: We focus on:

• Comfort and Ergonomics: Shoes with arch support and flexible, lightweight materials.

• Durability: Long-lasting footwear designed for everyday challenges.

• Style: Trendy designs that appeal to fashion-conscious buyers.

• Affordability: High-quality options at accessible prices.

This blend of functionality, aesthetics, and value ensures we stay ahead of the curve.

Q7: Are there plans to customize footwear for international audiences?

A: Absolutely. Expanding globally involves adapting designs, sizing, and marketing strategies to resonate with diverse cultures. From tailored messaging to region-specific sizing, our approach ensures Kneetoes meets the unique preferences of every market.

Q8: Where do you see the future of footwear heading, and how is Kneetoes preparing for it?

A: The future of footwear is shaped by innovation in technology, with smart shoes and advanced materials leading the way. Personalization is becoming key, offering interactive customization options to meet individual preferences. Sustainability is also taking center stage, with eco-friendly production becoming the industry standard.At Kneetoes, we’re gearing up to lead this evolution through constant innovation, customer-centric strategies, and a focus on quality.

Q9: What challenges have you faced in building Kneetoes, and how did you overcome them?

A: Building a brand like Kneetoes has been challenging yet rewarding. From differentiating ourselves in a competitive market to navigating supply chain disruptions, we’ve relied on agility and a customer-first mindset. By investing in technology, refining our operations, and staying true to our values, we’ve turned obstacles into opportunities.

As Shahyan and Shujat continue to push boundaries, Kneetoes stands as a testament to what’s possible when passion meets innovation. With a vision rooted in sustainability, technology, and customer satisfaction, Kneetoes isn’t just keeping pace with the future—it’s defining it. For customers stepping into a pair of Kneetoes, every step represents quality, comfort, and a commitment to progress.

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