Fooz: O vývoji vlastní značky barefoot bot s Klárou Borlovou
Deset let jsme vybírali ty nejlepší barefoot značky, až jsme se rozhodli vytvořit vlastní. Takovou, která spojuje naše zkušenosti, požadavky zákazníků a dostupnější cenu. Skrze rozhovor s naší zakladatelkou a majitelkou, Klárou Borlovou vám představujeme novou značku - Fooz.
Discover the first Fooz models
Klára, where did the idea for your own brand come from? Why now?
I had the idea quite early on, shortly after starting the business. I used to get frustrated whenever new shoes arrived that weren’t quite perfect. I often thought — it’s a shame they don’t have a different shape, color, or that some detail is missing or unnecessary — but I had no way of changing it. As the company grew and we gained more experience, we were able to influence certain manufacturers a little. Having the opportunity to shape the product made huge sense to me. I always had a vision of what the ideal shoe should look like, and I kept working toward it.
The ideal time would probably have been much earlier, but developing your own brand requires significant financial investment. Anyone who wants to manufacture shoes entirely according to their own specifications must order minimum production quantities. In the past, we collaborated with manufacturers on limited editions, but we were still restricted by their parameters. Now, with a private label, we have much more freedom — but the company had to grow financially to make it possible.
Why the name Fooz? What does it refer to?
We wanted a name that would subtly connect to Footic, the brand under which we operate internationally. Fooz felt like a cool name — you can partly hear the word “foot” in it, and it also rhymes with “shoes.” It’s easy to pronounce, pleasant to the ear, and understandable across languages. The availability of the domain name and social media handles also played an important role.
What gap in the market does Fooz aim to fill? What types of shoes are you introducing?
Our primary goal was to create an excellent children’s shoe at an affordable price. We didn’t aim to design the most expensive premium product. Instead, we wanted well-designed, good-looking basics at a friendly price — because the performance-to-price ratio is often what’s missing.
Looking ahead, we want to cover all the essential categories: all-season shoes, canvas sneakers, indoor shoes, first-steps shoes, as well as autumn and winter models. As the basics perform well, we’ll gradually fill other gaps in the market.
How long did development take? What was testing like? What was the hardest part?
We began taking concrete steps two years ago. The hardest part was turning an idea into reality. You may have a clear vision, but bringing it to life isn’t easy. Shoes aren’t always produced exactly according to the original design; even a change of material can make a big difference. And compared to the number of children who eventually wear them, relatively few people test them intensively beforehand. In that sense, we’re putting ourselves out there — but we always selected the best available quality. Materials and components were verified through independent REACH testing. We simply did everything we could to launch a high-quality product.
What special features were developed?
The alpha and omega of the shoe is the unique Fooz SenseGrip sole, which we fine-tuned for months, adjusting every millimeter. It respects the average foot shape, offering ideal toe space and appropriate narrowing at the heel. Thoughtfully placed anti-slip lugs and fine grooves ensure stability and grip. The result is a sole flexible enough for natural movement, yet durable enough for everyday children’s adventures — combining safety with functionality, finished in an attractive two-tone design.
What were the design requirements?
We wanted elegant, modern, minimalist shoes. We refined functional details such as Velcro end tabs, printed heel loops, reflective elements, glossy accents, and protective coatings. It was important for us not to limit ourselves. Whenever we had a choice between two quality options, we always selected the better one — never the cheaper alternative. We enjoy designing features that bring useful functions for both boys and girls, while subtly distinguishing the shoes from others on the market.
How does the new brand fit into Little Shoes’ long-term vision? Isn’t it competition for the rest of your assortment?
In some ways, it may compete — but we don’t want to become a mono-brand retailer or sideline other brands. We see Fooz as one piece of the puzzle that expands our assortment. In the near future, we’ll stay within basic models and colors, so we’re not concerned. What happens in a few years remains to be seen — hopefully the brand will grow enough for us to expand it further.
How does Fooz compare in price to other brands?
Very well, I would say. Within its category, it’s one of the most affordable options we offer. Without compromising on quality, design, or functionality, we’re able to set prices 20–40% lower than competitors. Affordable barefoot footwear is key to fulfilling our vision of #barefootforeveryone.
To sum it up — what kind of shoes have you created?
We created modern, versatile sneakers for children — the kind every wardrobe needs. They look great and perform fully. They are well-shaped (ideal for average-width feet), slightly reinforced at the heel for stability, and feature a stitched sole for enhanced durability. All at a great price.
How did it feel to hold them in your hands for the first time?
When they arrived, I was truly happy that it worked out. We’ve had them since December, and some pairs are already in circulation. The first impressions — even after heavier wear — are positive. Of course, we already see small details we’ll improve in future models, but that’s part of development. For a first step, I consider it a success.
What does launching a new brand mean to you personally?
I’m proud that we took the leap. It’s a big risk and a step outside our comfort zone — but I enjoy it. It makes sense to apply the expertise I’ve gained over the past years. I don’t mean I know how to manufacture shoes myself, but I know what the final result should look like. Diving deeper into production technologies and materials has also broadened my horizons.
Available exclusively on our e-shop and in our stores.