Let’s be honest – ergonomic footwear has a reputation for being a little… clunky. So I’m pleasantly surprised to discover Vibae, the if-you-know-you-know shoe brand that’s all about an organic aesthetic – and ethically-sourced natural materials, too.
The story behind the brand is even more special. The self-defined ‘family and friends’ business is run between Helsinki, Finland and Malibu, California. It is the brainchild of two couples (Minna and Kalle Gummerus and Tammy and Ludo Malmoux) with combined expertise in the footwear industry, who once bonded on a campervan trip across Finland.
Essentially, the goal was to create a comfortable shoe that was ergonomic, ecological and ethical (yes, that is a lot of Es) – grounded in a design that’s primarily about working with the human body, not against it.
“We deconstructed how shoes are made, removed everything you don’t need and rebuilt it – and this is what it looks like. Shoes are gloves for the feet,” Ludo has previously said of the Vibae silhouette.
And while comfort is key, the brand is all about connecting with the earth, too. Steering away from the thicker soles we often see on the likes of Birkenstock or Teva, Vibae shoes feature a clever footbed that moulds to the foot without adding too much height – allowing the wearer to walk closely to the floor as nature intended.
In fact, when one Instagram follower recently asked if Vibae would ever make its beloved designs with a platform sole, the brand politely replied: “Nice try, but no! We’re all about grounding and feeling the environment close to you, which platforms unfortunately prevent.”
Another note on design. Each shoe is made from a natural textile, with its core collection crafted from soft vegetable-tanned leather. While not fully-traceable, Vibae does solely use Leather Working Group-certified leathers from Portugal, where it also manufactures its footwear.
Designer Ludo has previously shared that it is from this process that he often finds his inspiration. “I love that feeling of spending time talking with our shoe factories, the leather tanneries, our footbed factory – all places that stimulate conversations, ideas, and always produce innovative solutions to our quest to make the most comfortable shoes,” he said. “Being part of the industry and taking your time to listen to those that work in it is enough to know where we need to be.”
Having seen great global growth since launching, today both founding couples run Vibae stores in their respective Helsinki and Malibu locations, while newer properties in Barcelona and Tokyo are run by other close family and friends. It is perhaps the close-knit nature of the brand that is so key to its success – it’s not uncommon for customers to have their shoes fitted in-store by one of the founders, after all.
Since Vibae means ‘vibe’ in Finnish, it’s no surprise that the brand has become synonymous with friendliness and connection as its community of wearers grows. “It doesn’t matter where I am walking, if I see someone wearing our shoes I always talk to them,” Kalle has previously said. Now that’s good vibes.
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