Vancouver footwear company designs performance sneakers specifically for women’s feet
If you’re searching for athletic shoes, there’s a Canadian footwear brand you should know.
Based in Vancouver, Hettas creates high-performance shoes designed specifically for women’s feet.
“There’s no such thing as a unisex foot,” the company declares on its website.
We caught up with co-founder Lindsay Housman to learn more.
Q: For those who aren’t familiar, what is Hettas?
A: Hettas is a brand dedicated to creating high-performance footwear specifically designed for women. The brand offers three styles of performance running shoes, giving wearers the flexibility to choose based on cushion preference, workout or run type, and foot anatomy, all while combining style and function.
Hettas strives to provide women with shoes that support their active lifestyles, all while maintaining a sleek, modern esthetic.
Q: What makes it unique?
A: Traditionally, athletic footwear has been researched, tested and created with men in mind. Hettas, however, operates from a purely female perspective, with a mission to ensure the female running experience receives the funding, research and recognition it deserves.
The brand is dedicated to understanding women’s unique biomechanics and creating shoes that enhance performance, safety and style. Women’s feet are physiologically different from men’s, and to maximize performance and prevent injury, a proper fit is essential.
As women age, these differences become even more pronounced, making it crucial to design footwear that supports their unique anatomy.
Assisted by a three-year research grant with Simon Fraser University’s Run Lab, Hettas is committed to understanding what female athletes need from their footwear. They provide science-informed solutions tailored to women’s needs, ensuring both comfort, performance, and longevity.
Q: Who is the target customer?
A: Hettas targets active women who make running a core part of their lives. They run regularly, participating in local or destination races, and are often involved in run clubs — either in-person or through platforms like Strava. These women typically run three or more times a week and maintain a rotation of running shoes, with Hettas being a key part of that mix.
Q: Is there a ‘hero’ design?
A: Hettas doesn’t focus on just one “hero” design but offers three distinct models tailored to different types of running experiences: Cruise, Tempo and Speed. Each collection is designed to meet the specific needs of women based on their running style and performance goals, with foam hardness adjustments to create unique ride experiences.
Hettas shoes are engineered to provide optimal comfort and performance for women. Key features include: a reductive heel cup to secure heel fit with no pressure on the Achilles; redesigned instep; TPU mesh toe box that’s stretchy and shape-retaining for perfect toe accommodation; lower ankle collar to prevent ankle bone rubbing; velopropulsion midsole with two layers of foam and a Pebax plate for enhanced performance; and flexible Pebax plate to reduce impact on joints for a smoother ride.
Q: What is the price range?
A: All three models are priced the same at $238 CAD per pair.
Q: And where can people learn more?
A: All information can be found on the website, Hettas.ca.
Related
link
