Brightland rethinks children's shoes to support development of young feet

British brand Brightland has worked with design studios Onward and Blond to launch a range of eco-conscious footwear based on scientific research, to support children in their first years of walking.

Rather than just creating scaled-down versions of adult shoes, Brightland consulted with healthcare professionals to ensure its shoes provide the right support and cushioning for young feet at key stages of development.

The launch collection features shoes for both pre-walkers and new walkers, all made primarily from bio-based materials including cotton, wool and naturally cured rubber.

Sportswear specialist Onward oversaw the technical product development, while Blond took charge of the brand identity, covering everything from the final look and feel of the shoes to packaging and digital graphics.

"It wasn't about inventing new science," said Brightland co-founder Rebecca Kelley. "It was about bringing together what already exists, taking it seriously and applying it consistently to a category that too often relies on scaled-down adult designs."

"We spent a long time digging into research around how young feet differ structurally and functionally from adult feet and how rapidly they change in the early years," she told Dezeen.

Kelley and fellow co-founder Duncan Robertson launched the company after meeting at their children's nursery and discovering a shared frustration about the lack of decent footwear options for young feet.

The product development process centred around consultation with biomechanical podiatrist Mick Habgood, a specialist in foot development, and consultant orthopaedic surgeon Tofunmi Oni, an expert in bones and joints.

The research indicated that children need more flexibility and toe space, rather than the firm cushioning of adult footwear.

It also highlighted the issues that can be caused by ill-fitting or unsupportive shoes, including deformities such as bunions or flat feet.

Around 70 per cent of adult foot issues are believed to start in childhood, with poor footwear also found to cause issues back, knee and ankle problems.

"Children's feet don't need rigid structure; they need freedom to move efficiently with space for toes to spread," said Kelley.

"They need a stable foot bed, not excess cushioning which interferes with muscle development and biomechanics from the ground up."

Onward founders Miles Gibbons and Jon Freeman helped the Brightland duo address the different needs at each development stage, working to what they call "barefoot principles".

The Rise collection was designed for babies who are learning to stand and taking their first steps.

"Their movement is tentative, rhythm isn't established, and fatigue comes quickly," said Kelley. "Shoes at this stage need to be extremely flexible, lightweight and forgiving — offering gentle protection without getting in the way."

The Wander collection, meanwhile, was designed to suit the feet of children who are gaining confidence in walking independently.

"Their steps become longer and more consistent, and they begin to show a clearer heel-to-toe pattern," added Kelley. "That calls for a shoe that still prioritises flexibility but offers more protection and resilience for everyday outdoor use."

Brightland claims its shoes are made from 97 per cent bio-based materials, higher than any competing children's footwear brand.

They incorporate two materials developed by Natural Fiber Welding (NFW), the material innovation company that has also collaborated with Stella McCartney.

The outsoles are made from Pliant, a naturally cured performance rubber, while the uppers combine wool and cotton with plant-based leather alternative Mirum. Only the stitching is made from polyester.

"Children's shoes are worn for a short period of time, yet are often made from fossil-based synthetics that persist in the environment for centuries," said Kelley.

"Our material choices focus on comfort, breathability and environmental compatibility, while still meeting the performance demands of footwear."

Blond's input proved pivotal. The London-based studio developed a comprehensive strategy for how colour, typography, logo and messaging should be applied in line with Brightland's core values, combining science and sustainability with a child-friendly aesthetic.

A custom typeface provides a punchy yet characterful logo, while an upside-down smiley face serves as an identifiable icon, intended to embody "playful optimism".

A colour palette was developed without gender bias, combining muted shades with a neon lime-green to appeal to all ages.

This extends to the shoes themselves. Pull-on loops in lilac, orange and ultramarine blue offer a bold contrast to the earthy shades of the knitted wool and rubber, while the icon is applied to both the soles and a neatly stitched label.

"Brightland is more than a children’s shoe brand; it is a response to a real need: shoes that grow with little feet and support more sustainable consumption," said Blond founder James Melia.

"We are proud to have developed a visual and verbal identity that expresses this mission clearly and honestly, bold yet empathetic, functional yet playful."

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