Issue link: https://viewer.e-digitaledition.com/i/1415972
I t all began in 2014 when Seton Hall graduate and Occupational Therapist Joseph DiFrancisco became increasing- ly frustrated that clinicians like him were unable to provide their patients functional solutions to footwear donning challenges. "I had patients who could walk 100 miles if they could only put on their shoes." To his garage he went with a few pairs of sneakers and a hacksaw with a goal of developing a prototype. Fast forward to 2021 and San Diego-based Friendly Shoes is seeing significant revenue in- creases and is growing globally in the wake of the pandemic and amidst material sourcing shortages and unprecedented freight nightmares. With expansion into markets in Australia, New Zealand, Can- ada, UK, Belgium, Singapore, Japan, and Israel, the brand is making waves and is a clear emerging leader in the adaptive footwear arena. Best described as orthopedic/comfort/ fashion hybrids, Friendly Shoes feature patented Easy Shoe Access technology built into every style. It's discreet, it's easy, and it's a functional solution to millions of people with footwear challenges. Gone are the days where ugly corrective footwear is the only option! Friendly Shoes has constructed every style on an E last. Each insole is crafted with dual density memory foam and includes arch and metatarsal cushioning; the insoles can be removed quickly to easily accommodate custom orthotics or to fit an AFO/SMO. Toe boxes are deeper, outsoles are slip-resistant, and every style is incredibly lightweight. Friendly offers two zipper options: a front and a rear. Predicated upon a person's particular challenges, one can be easier than the other to operate, so retailers are encouraged to stock both. With a product assortment for kids through seniors there is something for everyone. New for Fall '21 is their iCAN2 Collection for Kids and it's packed with versatile color combinations and whimsical prints along with lace and lace-free options to round out an easy-to- wear selection. Friendly Shoes has adopted a retail friendly program for independents: healthy margins, dating, no minimums, MAP pric- ing, return/swap privileges, and focused marketing efforts where the brand con- nects with medical professionals within driving distance to a retailer to educate them about the footwear and drive traffic direct to the store. Considering 25% of Americans have an adaptive (age related, physical, neurological) challenge and 100% of people know someone who struggles to put on footwear, Friendly Shoes is a practical and cutting-edge solution among various demographics for independents and larger chains alike. Part of Zappos Adaptive, Friendly Shoes is also a pioneer in the single shoe scene and has developed a shoe box for single shoes, in addition to offering split sized pairs for individuals with different sized feet. The innovative single shoe box is the first of its kind and customers who only need a left or a right due to amputation or extenuating circumstance are able to order a single shoe and receive it in its own properly sized box. Taking inclusivity seriously, Friendly Shoes is committed to making sure people of all abilities can wear comfortable and supportive footwear without sacrificing style. FRIENDLYSHOES.COM ADVERTISEMENT ADAPTIVE IS THE NEW BLACK The iCAN2 Collection provides children of all abilities with fashionable, functional footwear they love to wear and can put on with ease. Friendly Shoes feature patented Easy Shoe Access technology built into every style. It's discreet, it's easy, and it's a functional solution to millions of people with footwear challenges.