"FYI to the non-parents out there, it takes at least 15 pairs of shoes for a child to grow from a toddler to a teenager—that’s a lot of trips to the Footlocker.

Fortunately, an Indian entrepreneur from Pune has designed a line of shoes that slowly uncurl as the child ages, intuitively solving the problem and reducing unnecessary manufacturing waste.

Called Aretto, the shoes were designed by Satyajit Mittal and his childhood friend Krutika Lal. Their innovative knitted uppers are designed with all the qualities a parent would want their kids’ shoes to have—durability, flexibility, and washability.

“Children do not wear the right shoes for the first ten years of their lives,” Mittal, who designed the Aretto shoes with consultations with concerned childhood podiatrists, told The Better India.

“Between zero and three years of age, children’s feet size changes every three months, and you need roughly 15 sizes between zero and nine, before attaining final foot size at 13 years. We figured out the problem that while feet grow, their shoes do not.”

What the podiatrists explained to him was that children have a broader footprint than adults, due to their not having worn shoes for most of their lives like adults. Tens of thousands of nerve endings provide the feedback needed for children to understand how to use the miraculous musculature in their feet to walk and run.

Most infantile and childhood shoes don’t consider this, and based on the frequency at which parents need to buy new shoe sizes, proper foot function is probably never even taken into account, and the occasional stuffing of toddler feet into shoes too small or too large, can disrupt this critical muscle development.

“We wanted to give children the right fit for all cycles. We chose one shoe to cover three sizes that allow 18 mm growth. We took inspiration from how a flower blooms from the bud stage to the fully-flowered stage. The transition happens organically every day. We applied this concept to the shoe,” said Mittal.

“We started working on a shoe that flexes as per the feet. Simply put, as and when the feet grow either from the front or back or sideways, and when a child wears this shoe, it expands accordingly and takes the shape and contour of their feet. That’s why children feel comfortable wearing such shoes,” he adds.

The shoes are priced between Rs 1,800 and Rs 2,600, ($22 – $31) and are available internationally as well, provided that international buyers have either an Indian bank, or Google Pay, Amazon Pay, or WhatsApp Pay.

The shoes are fairly new on the marketplace but have already generated 21 lakh, or Rs 2.1 million ($25,000) in revenue."

-via Good News Network, 4/10/23

Note: This is very mundane in some ways, but it's also something that's going to legit make a difference for some kids/families. One annoyingly regular problem/cost off the backs to parents.

Also, can say from painful experience that wearing shoes that don't fit or aren't supportive can Fuck You Up longterm--some people just get the pain from it sooner than others. So this design sounds fantastic