INTERVIEW
YOUNG SOLES Y
In conversation with…
“Our aim is to keep disrupting the market and keep innovating, but mostly it’s to make the coolest kids footwear around!” Louise Shill, Owner, Founder and Creative Director of Young Soles, chats to Footwear Today about celebrating 10 years of the brand and how the children’s market has changed in that time…
oung Soles has certainly had an eventful year! It celebrates 10 years of being the coolest children’s footwear brand with the launch of its Autumn/Winter 2024 collection.
As well as that, in the last 12 months the company has also been awarded an innovation grant and funding for a new concept it has; the brand wants to change the relationship customers have with a children’s footwear brand and the responsibility a footwear brand should have with the life of its product. Young Soles is currently deep into the development of this and plans to launch the new concept early next year!
20 • FOOTWEAR TODAY • OCTOBER/NOVEMBER 2024
“As a smaller brand we see it as our role to keep disrupting the market and innovating, whilst continuing to produce our much-loved product,” Owner and Founder of Young Soles, Louise Shill, tells Footwear Today. “I don’t think anyone within the footwear industry would say anything different right now other than it is tough out there at the moment. We have found that retailers locally and internationally are not looking to take risks on new brands or new ideas, and it is tougher for smaller independent brands to gain visibility and grow their wholesale base.”
Ms Shill says that as a small family-run business, the team values their retailer
relationships more than anything else, and she believes that, as a smaller brand, it’s easier for the company to stay in touch with and value its customers more so compared to other larger brands.
“We conducted a customer survey this Summer and were delighted by the results,” explains Ms Shill. “Our customers told us that we have the most comfortable, best quality, most stylish and best value children’s footwear around. Which was simply amazing to hear! So as long as we can keep listening to them and keep up the good work, we are sure the product will remain relevant and appealing to our fantastic customer base for many years to come!”
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