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SOLE PURPOSE Young Soles


CHILDREN OFTEN STRIVE to grow up too fast and the fashion world generally urges them on. In contrast, the success of luxury children’s footwear brand Young Soles has been to create a small and stylish collection of shoes with the joys of childhood firmly in mind. “I like kids to look like kids,” says Stuart Anderson, Director of Sales and Marketing. “Our shoes are inspired by childhood memories, so the look is retro meets modern.” Like many good ideas, Young Soles is a business born out of necessity, or at


least frustration, on the part of shoe designer Louise Shill, Stuart’s life and business partner. “When our first daughter Rosie was born, Louise couldn’t find any shoes she liked for her so she decided to design her own,” says Stuart. “She had some samples made up of the Rosie T-Bar and straight away got orders to make more.” The design principle is simple. The company uses lightweight soles and


the softest leather that moulds to the foot. It also puts a twist on classic British designs, such as white patent-leather Chelsea boots, high-shine oxblood brogue boots or nude pink sandals. The Hattie monkey-boots are tied with Liberty cotton


laces. “We were influenced by British shoe makers like Grenson and Hudson, who make edgy versions of their classic styles for adults,” says Stuart. “But there wasn’t anything similar for children.” Less than two years after Louise and Stuart began to produce a full collection


for toddlers and juniors, they were awarded gold – in 2015 and 2016 – at the Junior Design Awards and “highly commended” in the prestigious Drapers footwear awards. “People love nicely crafted, well-made shoes,” says Stuart. “And we’ve put a lot of care into the product. Our shoe box is like a small suitcase so that kids can keep things in it.” Young Soles has been snapped up by stockists across Europe and beyond, with


a huge amount of interest from China and the US. Its reinvention of classic British shoe styles with a witty dash of street-cred means that kids can still be kids and look stylish at the same time. “They are beautiful products, something that customers want to be involved in,” says Stuart. “Young Soles has been a joy to work on.” — www.youngsoles.co.uk


FAMILY MATTERS 401


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