“And on the high street, Barefoot shoes are now available in places like Zara, which I believe indicates that the market is swinging towards this style as a mainstream concept.” Talking of the high street, Rob acknowledges that some retailers are having a tough time within the footwear sector right now, so he urges the industry to consider branching out and taking on a new style of shoe that’s set to just get bigger and bigger over the coming years. “The best place for retailers to see new developments, speak to all the brands, and to other retailers, is at the Footwear Today Live show. If they can’t attend this show twice a year, then I would urge them to visit the hotel fairs that the brands attend all over the UK and Ireland.
“The Art Company has benefitted from great sell through figures in recent years and was able to repeat large quantities in season,” he continues. “Added to this, the Barefoot by El Naturalista range has added huge volumes to the UK and Ireland figures!”
Don’t just take our word for it Footwear Today spoke to some independent retailers to get their thoughts on the growing Barefoot concept. Heidi Rushton from Rubyshoesday near Halifax says she is always cautious taking on new trends, wondering if it will convert into commercial success in her “quirky little independent store”…
“But we loved the Barefoot collection from El Naturalista when Rob Sewell first showed it to us. It is true, the Barefoot features have been a secondary bonus for our customers who have been drawn by the simple styling, urban look and gorgeous leathers. Then they try it on! The wide toe box, flexible sole and extreme comfort have been the key selling features, in addition to the versatile look and wearability of the styles.” Elsewhere, at Tinfish Shoes in Leicester, Pete Mellor says the Barefoot by El Naturalista collection has had a big impact on his Autumn sales so far...
“Some customers like the lightweight feel and wider toe shapes that seem to appeal to a mixture of genders and active types,” he explains. “The men’s sneakers have been particularly strong; I think the earthy materials and colours that El Naturalista is known for is one of the biggest appeals.
“Some other Barefoot brands seem to be mainly synthetic, so El Naturalista has the upper hand with value for money when you take into account the quality of its leathers. It’s been a refreshing uplift to our Autumn season and long may it continue!”
B
rittany Balinski – aka Barefoot Brit – organised the UK’s first Barefoot Shoe and Foot Health Expo that took place last month. With almost 1,000 people in attendance it was a true reflection of the growth, and potential growth, of the Barefoot concept across the footwear industry.
“I was delighted to be the coordinator of this event and the liaison between the general public and the brands creating innovative shoes that serve both function and aesthetics.” The Expo featured more than 30 brands across 22 exhibitors, from pioneers like Vivobarefoot to trend-led innovators like Muki Shoes, which brought its cow-print UNA MOO model – a perfect nod to this season’s fashion trends – and Origo, breaking into stylish women’s formalwear with soft-leather designs that combine comfort with office-ready aesthetics.
The speaker stage was also a hive of activity, with functional podiatrists Rina Harris (London) and Andy Bryant (Melbourne) hosting a highly popular Q&A, answering questions from attendees keen to understand how Barefoot footwear can improve foot health. And Jim Dooner’s practical session on balance drew active participation, proving people are excited not just to watch and hear about Barefoot, but to engage, try the shoes and move! “The crowd was buzzing from start to finish with people of all ages eager to learn about foot-shaped shoes, try them on, and ask questions,” explains Brit. “One particularly heart-warming moment came from some kids who were advocating Barefoot shoes at school, telling me about how they champion the shoes amongst their peers!
“It’s clear,” she adds, “if you think Barefoot shoes are still niche or just “toe shoes”, think again!”
The growth of Barefoot The Barefoot shoes market is projected to reach $867 million globally by 2032, growing at a CAGR of 5.6 per cent from 2025. In the UK, we’re seeing more brands enter the market, more high street options, and a demand for products beyond athletic wear, including women’s formal shoes and children’s everyday options.
“Barefoot shoes are not a passing fad; they are reshaping consumer expectations,” explains Brit. “People now understand that foot-shaped footwear should be a basic expectation, and the kids of this generation will never settle for anything else. The Barefoot movement is no longer just about comfort for niche audiences or fitness enthusiasts.”
Several factors are fuelling mainstream
growth:
Fashion-forward designs: Brands are creating stylish, trend-conscious silhouettes while still respecting the natural anatomy of the foot.
Social media: Brit’s viral TikTok content is helping normalise Barefoot shoes, reaching both millennials with foot pain and younger audiences seeking stylish, functional footwear.
Retail accessibility: High-street brands like Next, M&S and Zara are launching Barefoot lines, signalling the category is here to stay.
Barefoot Brit
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