Fit My Feet

Clubfoot is a birth defect that robs 1.3M in India of mobility, dignity, and opportunity. Surgery is only viable in early years, and custom footwear is costly. The brief was to come up with a footwear solution that could tackle the high cost of creating footwear while keeping it customisable. Beyond just cracking the design and cost-effectiveness, figuring a large scale distribution was key. By leveraging India’s vast network of street cobblers, we developed a flip-flop kit priced at just $2.40. Today, it's available through 4.5K+ cobblers, ensuring accessibility and impact at scale.