How it
All Started
We started as a small team of parents, designers, and problem-solvers — all frustrated by the same thing: toddler shoes that looked cute but didn’t work. We realised the toddler footwear industry had missed the mark — prioritising appearance over anatomy, and ignoring what growing feet truly need to move confidently, safely, and freely.
We created Simples: a children’s footwear brand built from the ground up to support natural movement, hold up to real play, and make life easier for families.
Research and
Development
We poured 18 months of research, development, and testing into the making of what we truly believe is the best toddler shoe on the market. It started with a clear vision: To create a better toddler shoe that supports healthy foot development, encourages movement, and makes life easier for both kids and parents.
Finding the
Perfect Partners
We scoured the globe for the top designers and met with factories around the world in order to find our perfect fit. We landed our dream manufacturing partner in Vietnam, a female-led factory that upholds the highest standards in ethical manufacturing, and worked with top pediatric podiatrists to get their expert feedback and insights on our initial prototypes.
Testing, testing,
and more testing
After consulting with experts and perfecting our design, it was time to test on real feet. We put WonderSkips to work with real toddlers and observed the shoe’s performance in painstaking detail. We even tested for outdoor performance and extreme play - on hot sand, slippery floors, and everyday playgrounds. Based on these unique wear-tests and movement observations, we further refined the design and made important adjustments for better traction, longer-lasting wear, foot stability, and safety.
Passing with
flying colours
We didn’t start production until we got it right. Our final Golden Sample passed all the key global safety and chemical tests, including traction compliance—because wobbly steps need sure footing. We also fine-tuned our material density for all-day wear: comfy for toddlers, supportive for growing feet. Manufacturing began in 2025, bringing our playful, purpose-built shoes from prototype to playground.
Today’s parent is essentially presented with two choices:
1. Expensive shoes that are quickly outgrown or 2. Cheap and poorly designed shoes that can harm children’s developing feet. Our mission is to revolutionize and simplify the toddler footwear market around the world by offering a “go-to” shoe that combines innovative materials, beautiful design, ergonomic features, durability, affordability, and value.
Made from pure EVA — a lightweight, flexible, and durable material — Simples give parents peace of mind and little feet the freedom to move, grow, and play comfortably.
Designed with care to withstand the wear & tear of everyday play, Simples are the go-to shoes for busy feet and parents in the know. Simples lets kids be kids, comfortably.
Never be a step behind!
SIMPLES.
WonderSkips
