Anna Baird, founder of Bared Footwear, never set out to create a shoe brand but was driven by a gap in the market for comfortable, stylish shoes that support foot health. As a podiatrist, her expertise shapes every aspect of her designs, focusing on biomechanics, comfort, and style. Recently, Bared expanded internationally, opening a store in New York (and more close to home in Newmarket, Auckland), to tap into a similar market gap she identified in the US. Committed to sustainability, Anna partners with innovators to create eco-friendly materials, aiming to minimise environmental impact while balancing her global business with family life. Below, she brings us up to speed on what makes their shoes so universally adored (and comfortable), and how she balances a growing business and family life.
In conversation with Anna Baird:
Bring us up to speed… Why footwear?
To start with, I never imagined myself having a shoe brand. I have never been someone that adored shoes, but I have always loved fashion. So why footwear? No one was doing it right. As a podiatrist there really were no shoes that I could recommend that were comfortable, great for your feet, and that I would want to wear myself. I kept seeing this gap in the market, so one day I decided that it may as well be me that filled this gap. I knew that if I didn’t hurry up someone else would get in first.
How does your background influence your approach to design?
My background as a podiatrist influences everything in the shoe design process. I want every customer to love our shoes – not just because they look great, but because they’re really comfortable. That means that we may have to sample a shoe 10 times on a variety of foot types to get the fit just right. The internal construction of our shoes is also critical – shanks, heel counters, and strong heels, for example. Every Bared shoe also has a biomechanical footbed which involves four essential design elements informed by my background in podiatry.
What makes a great pair of shoes?
A great pair of shoes is a pair that is good for your body. There are a few features that you should look for. The first is to try and find shoes that allow you to adjust the fit in some way and fasten onto the foot. We are always adding adjustable straps wherever we can at Bared. Styles like mules, slides or thongs are about the worst choices that you can make as your toes have to claw to keep the shoes on which in turn affects your walking pattern. This change in your gait can lead to a range of issues including knee, hip, and lower back pain.
The second to look for is a shoe that is not too flat. Most people are more comfortable in a shoe that has a slight heel pitch (around 12mm). Shoes that are popular right now like ballet flats, often do not have enough heel pitch and can end up causing you pain.
Third – always grab the heel and toe of a shoe and bend it in half. It should only bend in the forefoot (where your foot flexes when you walk). Shoes should be constructed with a shank; an internal component that prevents the shoe from bending when you walk. Bared shoes are always constructed with a shank. Most ballet flats are constructed without one, so if you’re looking for a good ballet flat, we’ve got you covered.
The final feature to look out for in a good shoe is a more rigid heel counter. This is the area of the shoe that cups your heel and provides stability to the foot. A heel counter should be firm – you shouldn’t be able to push it down easily.
You’ve recently opened a store in NYC, what was your experience with taking an Aussie brand to the world?
It sometimes feels like we are starting again. After 16 years in Australia, we have such a large and loyal customer base. One of the main motivations behind the opening is that I do see the same gap in the US market that I recognised 18 years ago in the Australian market. I have always been someone to follow my gut and give things a go and now feels like the right time to see what we can do in the US.
New York is such a huge international city, and it was clear from week one that our brand was being exposed to people from all over the world. Our online business is growing rapidly internationally, and I think having the brick-and-mortar store helps with the logistics side of our US online store. It’s also great to have a space to host events and get the brand out there.
Tell us about your sustainability journey and your recent partnership with an overseas university to further innovate in sustainable materials.
When I started the business, I wanted to make great looking shoes that were comfortable and good for your body. It has only really been in the past six years that my core mission has expanded to include sustainability, which has now become a huge focus. We were the first footwear business in Australia to become B-Corp certified and I so proud to have a team that is driven to do better every day.
Currently about 22 billion pairs of shoes are thrown out around the world each year. Not only do they fill up landfills, but when they do eventually break down, they will leave micro plastics in our soil and waterways. I realised that the only way that we can legitimately reduce our impact on the environment is to make a better product out of materials that are plastic free and renewable.
Over the past five years we have been on a journey to replace every component of our shoes with the most “sustainable” options that are currently available. We’re not just waiting for those materials to come available either, we are actively working with fantastic partners to develop them. An important partner for us has been NFW (Natural Fibre Welding) who produce our new 100% biobased outsole – PLIANT™.
We have also invested heavily in research to solve a particularly complex element of shoe construction. I can’t talk about it yet, but there is currently nothing on the market like it that is great for our planet and strong enough for shoe construction. We realise that our money may not end up paying off, but we believe that companies need to try and find solutions now and not just wait, hoping that someone else will make the investment for them. It is a long road but a worthwhile one.
How do you balance the challenges of running a global business and still finding time for yourself and your family?
Having your own business comes with a lot of risk and stress but it also does give you a lot of flexibility. I had my son 12 months after I opened my first store, so I have juggled kids and work from the very beginning. My family is used to me travelling a lot, but I am also able to take long holidays as my team hold the fort back home.
Looking ahead, what are your future goals?
This year has been a busy one for us as we have opened two international stores and have another store opening on the Gold Coast [Australia] in October. We are really focused on growing online in the USA, whilst continuing to look after the fantastic customers that shop our shoes here at home in Australia. We’re also continuing to actively seek out better and more environmentally responsible materials – that goal will never stop.
I have never been a long-term planner or goal setter – I just go with my gut. I have a healthy paranoia about basically everything, which keeps me on my toes and ensures that I am always producing the best shoes possible. This seems to have worked well for me!
Images: Supplied.
