About Us
ShoeShape was founded by three brothers from Jämtland, Sweden, with a shared passion for sports, problem-solving, and entrepreneurship.
The idea for ShoeShape was actually born back in 2016. I, Andreas, suffered a stress fracture in my foot after years of training and competing in sports. One of the main reasons was that I have very wide feet and constantly had to spend weeks breaking in new shoes. My football boots were often too tight from the start, causing pain, pressure, and eventually damaged seams long before the shoes were worn out.
In the middle of that frustration, I had a simple thought: what if shoes could adapt to my feet instead of my feet having to adapt to the shoes?
I even tried sleeping with my football boots on to stretch them out, but that quickly led to discomfort and poor circulation. That’s when another idea came to mind — what if I could create an exact copy of my own feet and place them inside my shoes when I wasn’t wearing them? The shoes could gradually shape themselves to my feet without me having to suffer through the painful break-in period.
I wrote the idea down in my notes and left it there.
Almost ten years later, I was going through old ideas on my phone. I’ve always been someone who writes down solutions to everyday problems and I have over a hundred different ideas saved. When I came across this one again, it immediately stood out. The problem still existed, I was still dealing with uncomfortable shoes, and I couldn’t find anything similar on the market.
That’s when I decided it was time to see if the idea could become reality.
I called my two brothers, Markus and Filip, explained the concept, and they were on board from day one.
We have always been competitive by nature. Growing up, we played table tennis for many years and football has been a huge part of our lives. Even today, all three of us still play football regularly, go to the gym, run, ski, and snowboard. Because we continue to live active lifestyles, we understand firsthand how important comfort, performance, and proper-fitting footwear really are.
Markus holds a Master’s degree in Business and Economics and brings valuable financial and strategic expertise to the company. Filip contributes with incredible drive, determination, and the ability to keep pushing forward no matter the challenge. I focus on product development, innovation, and turning ideas into reality. Together, we complement each other perfectly.
We were all raised on a family farm in Jämtland, where our roots run deep. Our mother represents the fourteenth generation on the farm, making it a very special place for our family. Being able to build a company together as brothers, from the place where we grew up, is something we are incredibly proud of.
ShoeShape was created to solve a problem we personally experienced for years. Our mission is simple: to help people achieve a better fit, greater comfort, and eliminate the long and painful process of breaking in new shoes.
