Why we don’t use professional foot models

Obviously, we need to take pictures of our sandals. If you look closely, you might notice that the feet featured (Ok, I can’t help myself, I need to get my dumb humor out and just write “feetured”. Sorry!) in our pictures are “regular” feet.

Keota outdoor sport sandal

Real people, real feet, real sandals.


At one point, we got a comment on Facebook regarding our photos. It read, “Cool shoes but you guys really need to get some better foot models. Yikes!” My first reaction was to get defensive. Especially since my wife and I are in many of the photos. I have hobbit feet and am comfortable with that but don’t insult my wife! However, I realize that we have all been conditioned by mass advertisement to maintain unrealistic expectations (especially for women). My response was to invite the individual who commented to come in and we would take pictures of his feet. Suddenly his tune changed! I was able to laugh it off but it made me think of all the reasons we don’t hire professional foot models.

The first, and probably most obvious, is that we simply can’t afford it. Large corporations with huge advertisement budgets set unattainable standards for body image but they also set unattainable standards for small businesses. People just assume that because we are a “shoe company” it means we’re doing very well financially. They forget that we’re making these sandals locally and not outsourcing it to China. This means that our costs are something like 85% higher than others. We don’t spend money on something that is not absolutely necessary! Sorry dude on Facebook, but professional foot models are not absolutely necessary.

The next reason is probably the most important to us. Even if we had the money to spend on models, we wouldn’t do it. Why? Because our main goal isn’t to push inventory out the door and make fortune. We are all real people. I may not know all of you but everyone that reads this is an individual human being. So am I. I’m not perfect, neither are the rest of the Unshoes team. We’re not out to convince you that we are perfect. There has been some media attention lately about all the fake photos on social media after Australian model decided to quit. In a world where so much is fake, we just want to keep it real folks. Sure, some of our pictures are posed but we only take pictures of people that actually wear our sandals and use them in real life.

Few people know feet like we do. Seriously, for several years I received tracings from people, many of which sent photos as well, and turned those into custom sized sandals for their feet. Iv’e seen all kinds of shapes and sizes! There are as many kinds of feet as there are people. They come in many shapes, sizes, and colors. Yes, some feet are more attractive than others but who are we to say what the most attractive foot shape is? Again, we’ve all been conditioned

Lastly, what are the chances of getting a professional foot model that has been wearing healthy footwear? We’re not selling sandals to everyone (although we think everyone could benefit from them). We’re mostly trying to reach people that want to improve their health and understand how detrimental common footwear can be. Things like bunions are now considered normal because so many people have deformed feet from cramming them into tight shoes. The feet in our pictures may not all be perfectly healthy. We’ve all been wearing restrictive shoes at some point or another, but the people in our pictures are actually trying to improve their foot mobility. I just don’t think a professional foot model would understand.

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Annual Holiday Sale

30% off all Unshoes Sandals November 16-21

30% off all Unshoes Sandals November 16-21

We have never participated in Black Friday and we don’t plan to do it in the future. We really like what REI is doing with their #OptOutside campaign by closing for the day to encourage people to get outside. While we also want you to do something meaningful during the Thanksgiving holiday. However, we do like to give our customers a little gift and also give our sales a little boost to get us through the winter months.

There is no need for a coupon code, just add to cart and the discount will be applied. We truly appreciate all of you! HAPPY HOLIDAYS! Click here to shop our sandals.

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Introducing The Keota Sandal!

Our newest model, the Keota, is the perfect balance between a flip flop and the traditional huarache design.

Our newest model, the Keota, is the perfect balance between a flip flop and the traditional huarache design.

When minimal sandals first hit the main stream market as “huaraches”, they were basically a leather or rubber sole with long laces that needed to be laced up, wrapped around the foot and tied every time they are put on. One of the driving forces behind the start of Unshoes was a desire to simplify the process and make a sandal that was easier to adjust and get on and off. Since then, a wide variety of minimal sandal designs have come out that are much easier than the original huarache design.

Even though Unshoes are easier to put on and take off, people still want something easier. Many people have asked us to make a custom flip flop and we have tried a couple of times. However, we decided that we wouldn’t make a minimal flip flop (or slipper, or thong, depending on where you live). You can read our blog post here about the problems with flip flops. If a sandal isn’t secure to the foot, it will cause problems.

With that in mind, we would like to introduce the Keota Sandal (patent pending) It features a high strength elastic loop just like our Feather model, but is in a different location. The toe strap goes straight up the foot from between the toes and connects to the elastic loop. The main strap also connects to the loop, runs around the ankle and back to the other side of the loop. The result is a sandal that fits snugly, is secure, and is easy to get on and off. Just like the Feather sandal, once you get the tension set, you can leave it as is and slip the sandals on and off without adjustment.

Keota outdoor sport sandal

Although the Keota makes the perfect casual sandal, it is extremely versatile and has been tested running, hiking, parkour, and farm chores! :)

The Story behind the Keota

About three months ago we implemented something we call “Experiment Friday” The idea was that during the afternoon on Fridays we would stop regular production and everyone is free to work on whatever footwear or production related project they want. The idea was that each person can work individually on some idea they had. However, it quickly became a big collaboration on one or two ideas each week. Experiment Friday is something to look forward to each week, it breaks up the monotony of producing footwear and it fuels innovation. So far, it has been a great change!

During one of our Experiment Fridays we started discussing kids sandals, flip flops, and some other non-minimal sandal designs that we’ve seen on the market. At one point during the day, William mentioned an idea he had for kids sandals. Later on, Jonathan told Shaelyn (production manager) another idea that he had for straps. Shaelyn decided to combine the two ideas and put together a prototype. The result was the first version of the Keota. However, as it turns out. Shaelyn completely misunderstood Jon’s idea. So the Keota is based on a misunderstanding of two ideas combined. It’s brilliant!

On a more personal note, this is the perfect time for me to brag about the Unshoes team. We currently have an seemingly random mix of strong personalities. Somehow all our personalities combine in a great balance and things get done in a way they never have before. All our employees are hard working, reliable, motivated, innovative, and just plain awesome! I’m extremely grateful for each one of them and their individual contributions.

Keota minimal sport sandal for casual and outdoor wear

The elastic loop creates a snug fit but also allows for micro adjustments in the straps as your feet move. This means that your feet get to move more naturally with less impediment from the sandals.

The Good News!

If you’re still reading this then your perserverence may just pay off! To celebrate our new addition, we’ve decided to drop the listed price for the Keota for the first 50 customers. There is no need for a coupon code. Just go to our website and place your order. The first 50 customers will get 40% off which makes the sandals only $33.00! We like to price our products as low as possible considering they are hand made in the USA. We rarely offer discounts and when we do they are rarely this big. This one is a doosey!

While the Keota looks great on women, like our other models, it is a unisex design that works well for men.

While the Keota looks great on women, it is a unisex design that works well for men.

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The Awakening (of my toes)

Toes. People seem to either love them or hate them. People wonder what the purpose of toes are. They are perplexed that there are five separate toes. In our shoe wearing culture, it’s no wonder that the idea of five toes is strange to people. Some say they are just to give us balance, and I agree, but what if there is more to it than that?

dexterous toes!

My toes are crooked, hairy, scratched & scraped, and some people might even call them creepy, but they are functional, and I love them! :)

After several years of either going barefoot or wearing sandals (with the exception of snow days) I expected that my toes would spread out after being crammed into narrow shoes most of my life. My toes have spread significantly, however, something else has happened that I didn’t expect. My toes are waking up as individual parts more like my fingers and less like a lump of toes. It started with picking up small objects with my toes. I thought it was silly so I started picking up my kids toys with my toes and trying to do things like dropping marbles into different holes. Doing little things with my toes is starting to feel more “normal” (for lack of a better word). The other day I was cutting  a board but it was moving around so it put my foot on it to hold it in place. There is nothing abnormal about that, but when I was done, I glanced at my foot and realized that I wasn’t just putting pressure on the board with my foot, I was actually holding it in place with my toes much like you would do with your hand. I didn’t do it consciously!  In fact I was rather surprised and amused that I was doing it.

I’ve been called out for wearing sandals in “unsafe” situations like running a saw, hunting, helping the neighbors move, etc. Maybe it’s rightfully so, but I’ll tell you that when you don’t wear shoes all day you become hyper aware of your feet. When I drop something, my feet move out of the way before I even consciously realize what is happening. I do often have nicks and dings on my feet but they usually happen when I’m not being mindful (or stupid) like going down my stairs at night without the lights on and finding toys that were not put away! :)

Do you know what your toes are capable of? Maybe our toes are capable of so much more than we use them for. Maybe it is time that we start actually valuing our funny little phalanges and take better care of them. I don’t mean that we need to hide them and lock them away from any chance of danger. I mean we should use them, develop them, and stop being afraid of them.

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The Flip-Flop-Clop

Over the summer we had several people who emailed us about a problem they were having with their sandals. The sandals were drifting slightly to the outside of the foot and in the case of the Pah Tempe models, the foot was coming off the front. One case was especially bad. Since I founded Unshoes over 5 years ago I had only seen this problem a few times. It seemed more prevalent this year so I began to worry that maybe it was a design flaw. While we have changed some small design elements, the basic design of the sandals is the same and has remained unchanged. We got some of the sandals returned so we tested them on other people. The problem didn’t repeat so I could only assume that it was being caused by individual gait patterns. I took my sandals and walked around trying different things until I could (more or less) replicate the problem. To me it felt like a very strange way of walking  but in my experience and after reading this book, by Biomechanist Katy Bowman, I know that the mechanical environment that we spend most of our time in will shape and mold your gait and movement patterns.  It might feel weird to me but for others it might feel completely normal.

Later that day I was at the grocery store and because I’m the weirdo that’s always looking at people’s feet, shoe choices, and gait patterns, I happened to see someone walking just the same way that I had earlier to replicated! I watched the person for a moment as he walked with feet drastically turned out clapping his forefoot down in a scuffing motion. I did notice that he was wearing a pair of cheapo flip flops. The very next day I was at the thrift shop when I saw someone else walking the same way. Immediately, I noticed what they were wearing. You guessed it, flip flops! I was intrigued so I started actively looking at gait patterns everywhere I went (In case you’re getting embarrassed imagining me staring rudely at everyone’s feet, rest assured that I’ve developed a talent for discreet foot staring methods, or DFSM). Of course each individual had a slight variation, all of the people I observed shuffling along like that were wearing flip flops. Most of them were the really cheap, or ill fitting flip flops. I started calling it the flip-flop-clop.

After observing this gait all summer I came up with my very unofficial and unscientific hypothesis. In a more natural walking gait pattern you shift the weight of the body from the back of the foot to the front of the foot while using leg (glute) muscles and pushing off with the toes to propel your body forward. Now imagine wearing flip flops. They are not secured to your foot so after the forward propelling motion of walking and pushing off the ground with the toes, your foot is left for an instant with your toes pointing downward which means that the sandals fall off slightly. To keep the sandals on, the wearer must “clench” their toes. You can read Katy’s blog for more information on the consequences of excessive toe clenching. Now suppose that you don’t want to clench your toes but you still want your flip flops to stay on. What do you do? First of all, after the toe push off, you don’t let your toes straighten as you lift your foot. This works but the sandals still slide off a bit. To get them back on securely, you come down on your foot with a scuffing/breaking motion so the sandal stops when it makes contact with the ground but your foot keeps going forward just a bit. This forces the thong part of the sandal back between the toes. Of course people are not really thinking this motion through. Their bodies are just adapting to their environment and most of it happens subconsciously. The smooth and efficient forward propelling motion of walking becomes a jerky, inefficient, falling forward motion that some people call walking (but is really more like controlled falling).

Next time you enjoy the effortless ability to slip your feet into your favorite pair of flips, just keep in mind that your body is constantly trying to adapt to its environment. Pay a little bit more attention to how you walk in them. Even Unshoes, as much as we want them to be natural, have an effect on the way you walk. All shoes change the natural gait pattern of the body but some are more intrusive and can come with unexpected or undesired consequences.

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What’s the Point?

From the very beginning of Unshoes, we’ve had a strong sense of purpose (most companies call it a mission statement). It drives everything we do. While it is very important to us, I’ve realized that we have never actually articulated and shared it publicly. Part of the reason is that like everything else we’re working on, the little details are continuously evolving to meet the demands of the changing world and the “climate” that surrounds us. So with that in mind, here it is, this is why we do everything we do:

The purpose of Unshoes is to allow the feet to function as designed with as little intervention as possible.

The purpose of Unshoes is to allow the feet to function as designed with as little intervention as possible.

As a business, our mission or purpose entails the following:

• Provide footwear that allows the feet to function as designed with as little intervention as possible

• Provide footwear that is simple, and easy to use and adjust

• Provide footwear that is aesthetically pleasing, stylish, and works well for both sexes

• Provide durable products with a long life, that can be used for a variety of activities

• Meticulously reduce waste, increase efficiency, and utilize human creativity to allow us to keep production local and provide domestic jobs

• Create business growth to provide better products and resources for customers and employees

• Increase, in some small way, the economic value of our country, state, and community

• Do everything we can to reduce negative environmental impacts on the environment

• Encourage positive change in the world by encouraging people to move, and think outside of any “norms” that are limiting (or outside the box)

Some of you may read these and see areas where we have failed or fallen short. This isn’t meant to be a list of accomplishments, but a set of goals in which we are working towards. We do make mistakes and we realize that but we are constantly working toward improvement!

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Introducing the Uinta!

UPDATE: The Uinta is now available. Check it out on our website!

They say that there is a little truth in every joke. In our case, there was a lot of truth. It all started out as a joke between us in Unshoes workshop. The idea to create a new model like the Pah Tempe but with a loop for the toe has been knocked around here for years. I first started thinking about it about 3 years ago but didn’t do anything about it until I hacked into one of my sandals and put in a toe loop. It was OK… The problem was getting it so that the loop could be adjusted. I also wanted it to be optional. While discussing it, we started joking about what we would call it since it was essentially a combination of the Wokova design and the Pah Tempe design. We got some entertaining combinations such as the Pahkova and the Wotempe. Although everyone was joking, our production manager took it more seriously. He stopped what he was doing and made a crazy looking sandal that zig zagged over the foot like the Pah Tempe and had a main toe strap just like the Wokova that wrapped around the back of the foot. It was interesting but didn’t exactly do what he wanted. When he took his lunch break inspiration struck. He said, “I was just sitting there eating my sandwich and it all came to me!” He came back and made a very cool looking sandal that was much closer to what I envisioned in the first place. It was made with the narrower webbing that we use on our Wokova Feather sandals. The design was fairly simple and included a toe loop and straps that wrap around the back of the foot much like our Wokova/Feather models.

Nick Atkin, our Production Manager, and mastermind behind the Uinta design enjoys one of his many tests of the sandal in Zion National Park, UT.

Nick Atkin, our Production Manager, and mastermind behind the Uinta design enjoys one of his many tests of the sandal in Zion National Park, UT.

It was an instant hit! Everyone that saw it wanted a pair. However, there were a few technical challenges associated with the design. When I first designed the Pah Tempe model I had a similar challenge. I originally wanted the straps to wrap around the foot like the Wokova but found that the foot would “drift” forward or backward. The Uinta didn’t do it to the same degree but if we took it up a steep hill, your foot would just come right out the back of the sandal. We needed a fixed heel strap. We experimented with making it closer to the Pah Tempe but it got rather complicated quickly and became more difficult to adjust and get on/off. It took a lot of testing and prototypes but we eventually found that if we just used a heel strap from our Sleek model and actually wrapped the narrower webbing through it so that it goes around the back of the foot but also keeps the foot from drifting back, it all worked.Unshoes Uinta

Because of the toe loop, the Uinta is an incredibly stable sandal making it good for rough terrain and water sports. Despite the rugged nature, it is also a very nice looking sandal that works well for both men and women. The trade off is that it is a little more difficult to get on/off. Because of that, it will be offered with a quick release buckle that can be adjusted and then quickly snapped on and off. Here is a quick overview of the pros and cons of this model.

• Stable & Rugged
• Stylish
• Toe strap is optional so sandals can be worn with socks if needed
• Versatile
• Simple to adjust
• Lightweight/Packable

• Doesn’t slip on/off as easily as our other models
• Holds rocks and debris between foot and sole more than our other models
• Toe loop could be uncomfortable for some people

One of the big tests we ran was a backpacking trip in the High Uinta mountain range in northern Utah including a summit to Kings Peak at 13,528 ft. The Uinta mountain range is named for the Uinta tribe of Americans native to this area and fits in with our tradition of naming our sandals after Native people and places. Also, we felt that the rugged and stable design of the sandal fit the wild nature of the mountain range.

Kings Peak, Uinta mountain range

The namesake of the Uinta is the High Uinta Mountains in Northern Utah.

The Uinta will be available to purchase on our website by June 21st. The price is not yet finalized.

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What I learned about kids sandals from slacklining

See the guy on the far right? Yeah, he didn't make it...

See the guy on the far right? Yeah, he didn’t make it…

When minimal footwear first became a “thing”, many people were upset by the fact that minimal shoes cost more than standard shoes. They assumed that since there was actually less shoe, the cost should be less as well. However, we can tell you from experience that the cost is not so much in the materials as it is in the labor of putting the shoes together. We have found that the thinner the sole, the more difficult and complex the shoe is to build. Also, shoe factories were set up to make shoes a certain way and when minimal footwear companies threw in something totally different, it changes the whole process and costs more money to produce. Although we make all our own sandals in house, the same holds true for us. Making minimal shoes is difficult! We tell people that it is much like walking on a tight rope, (or slackline). If you shift only a little bit one way or the other then a mistake is made. it is easy to overcompensate. Shoes with thicker soles have a lower margin for error and also less waste.

Unfortunately, this principle holds true for kids sandals. The smaller the sandal, the more difficult and costly it is for us to make them. Despite this, we have continued to offer kids sandals at a lower price. We are parents. We get it. It is hard to find good minimal shoes/sandals for our children and you don’t want to pay $100 for something that they’ll grow out of, wear down, or loose in a few months to a year. We want parents to have the opportunity to get sandals for their kids but at the same time, we would cringe every time we saw a kids order. They took a lot of time out of our normal process, they were very difficult to make, and they cost us about twice as much money as we were selling them for. That just isn’t a sustainable business model!!!

Lastly, we were lacking in standardized systems and organization for the kids models. We always had this idea to improve the designs and process but we were always so busy just trying to get them done and out the door that we never had a chance to do it. This was not only taking away from the quality of the kids shoes but from the overall business. Everything was suffering because of it.

Another lesson I learned on a slackline is that if you loose control, it’s better to jump off and land on your feet so you can try again rather than falling out of control and getting injured. It was a difficult decision, but we decided that it would be better to temporarily put the kids line on hold, take the time we need to revamp the kids designs, standardize the production, and develop better systems for making sandals for children. While working on the new designs we have the following goals:

1. Keep them minimal  to allow for natural movement and development
2. Make them easier for parents and children to get on and off
3. Simplify them and make them faster for us to produce
4. Create a model for kids that doesn’t have a strap between the toes
5. Make them durable enough to hold up to the high amount of activity of children
6. Keep prices reasonable

At the time we don’t have an estimated timeline on the project but we will work on it as quickly as possible.

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Why I like Mondays

Everyone here at Unshoes thinks that I am crazy. Well they may be right, but one of the reasons is because I like Mondays. I get to rest through the weekend (or at least on Sundays), reflect on how my week went and then get up Monday morning and take another shot. It’s like a fresh new start every single week! If it was a bad week then I have another chance to make the next one better. If it was a good week then I try to duplicate the good and add improvements. Maybe it comes with the added responsibility of running a company, or maybe I am a little crazy. Maybe it takes a little crazy to run a company! Either way, I find work much more fulfilling when I think of Mondays as another chance to do better.

I’ve never been that crazy over New Year celebrations. When I was young I liked the excuse to stay up late but now that I’m older I look for an excuse to go to bed! However, after reflecting on the business each year, I have come to realize that the New Year is like a really big Monday! It is a chance to look back and count the successes of the past year and look for ways to improve. We’ve had our share of ups and downs (especially during our very busy summer season). We have learned a lot and we have acquired some tools to help the next year to be a success. One of the major points of improvement have been our production method. It has been a challenge to keep quality up and also make the sandals using a system that allows us to keep up with demand. We have purchased some equipment and developed a good system that should keep production humming along all year.

One point that needs to be improved is our Wildflower line that we introduced via Kickstarter. The idea was great but we simply were not ready to embark on that journey. I bit off more than I could chew and it has come back to bite me. One of the main goals I have for this upcoming year is to set that in better order.

Despite our problems, we have been able to learn a lot and have taken a big step forward and the rare art of sandal making. As usual, I like to announce a few exciting things that are coming up in the following year.

1. Design improvement.
Some of you know that we have gone through a series of changes. It all started with an attempt to keep up with demand and have more of the sandal pre-made beforehand. We used screws to keep the straps onto the top of the sole. It didn’t work. We switched to rivets and that worked out better but it was still uncomfortable. Eventually we got a new sole material and changed the strap attachment so that they were sandwiched between two layers. This has been great! With a few exceptions… We still have rivets. They don’t look good and they are not comfortable. We have been testing different ways to attach the straps so that they are secure and durable enough that we can ditch the rivets altogether. We found a good method and as of today, all new orders will be made without rivets.

Here is the 2015 version of the Wokova Feather with the 4mm sole and the standard footbed. As you can see, there are no straps, rivets, screws, cords, plugs, or anything else on the bottom of the sole. Nothin' but rubber!

The 2015 version of the Wokova Feather with the 4mm sole and the standard footbed. As you can see, there are no straps, rivets, screws, cords, plugs, or anything else on the bottom of the sole. Nothin’ but rubber!

Here is the 2015 version of the Pah Tempe with the 6mm sole and the Ultra footbed. As you can see, there are no straps, rivets, screws, cords, plugs, or anything else on the bottom of the sole. Nothin' but rubber!

Here is the 2015 version of the Pah Tempe with the 6mm sole and the Ultra footbed. As you can see, there are no straps, rivets, screws, cords, plugs, or anything else on the bottom of the sole. Nothin’ but rubber!

Another change is that we are replacing the webbing on our Wokova and PT Sleek models.  (more info on this below…).

2. Retail
Now that we have our production method down so that it is more efficient, we are going to start offering our sandals to retail stores. We will start with a few select stores that are aligned with our philosophies. This is an exciting and somewhat scary change for us but we think it will help us ride through our slowest time of year… (right now!)

3. New Model
We have been so busy that designing a new model was not in the plans… but when inspiration strikes, it shouldn’t be ignored. I came in to the shop one day and Nick, our Production Manager, was running around the shop like a kid on Christmas morning! He had the idea and made a prototype on the spot. The new model will be introduced a little bit later on. We still have some work to do before it is ready. It does have a name but we’re going to wait until it is all ready to announce :) It is rugged enough for serious adventures but stylish enough to wear every day.

This doesn’t happen very often but we are going to have another sale. As mentioned above, we are going to change the webbing on the Wokova and PT Sleek models. So we are going to put those models on sale for 20% off regular price and use up as much of the cut webbing as possible. When the new webbing arrives offer a new and improved version of the Wokova and PT Sleek. (No discount code needed.)

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30% off Unshoes

Every now and again we get emails asking if we are going to offer any sales or promotions in the near future. Unfortunately, the answer is usually no. We rarely offer sales/promotions. Our product is made in the USA and isn’t cheap to produce. Our philosophy is that we would prefer to offer our sandals as low as we can all the time.

However, every year before the holidays we like to put our sandals on sale. It is nice to get a good deal every now and then! What we don’t like is the hard marketing push towards consumerism that we get used to this time of year. Black Friday, Cyber Monday, or whatever other clever names they are coming up with are just not our cup of tea. In my opinion, the concept of giving away a product at a good price but only for a couple of hours to rush people into purchases just isn’t wholesome. It might be good for sales (for products that are normally marked up very high normally) in the short term but it really just sends the message that the products are cheap and contributes to commercializing important holidays.

Our sale started this morning and will run through the weekend. We don’t want to rush you but it is rare that you’ll see this kind of discount on our sandals. Order your Unshoes here.

Annual Unshoes Holiday Sale going on now!

Annual Unshoes Holiday Sale going on now!

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