One mum was fed up with kids’ shoes that don’t fit - so she did something about it

When it comes to children, there’s no one-size-fits-all, and that couldn't be more true than with shoes. Far from just an accessory, children’s footwear plays an important role in supporting growing, developing feet.

While a child’s foot is still forming, soft bones and developing arches don’t fully mature until the early teenage years. In fact, babies’ feet are mostly cartilage at birth, gradually strengthening through movement, balance and sensory feedback from the ground. So the right footwear as they grow is crucial. 

A simple checklist for parents includes getting the right measurement and looking for enough toe width and flexibility. But research has also pointed to the benefits of barefoot shoes for growing feet, finding that they assist children’s foot strength, muscle strength, and balance improvement. So what’s right for your little one?

When does your child need to start wearing shoes and how can you tell if they fit?

Development between the ages of newborn to five is key, with the bones soft from birth. Overly tight socks or footwear may affect natural movement and comfort, so avoid anything too restrictive. 

Once a child is walking outdoors, shoes help protect their feet, and it’s important to invest in a pair that fits well and stays on the foot. The NHS warns that if the heel slips off when the child stands on their tiptoes, it’s too big. They also advise buying footwear crafted from natural materials that allow air circulation. 

Pointed toes can restrict natural movement, so it’s best to opt for a wider shape. To check flexibility, gently bend the sole and make sure it flexes at the ball of the foot, where the toes naturally bend, rather than through the middle.

To measure your child’s feet, you can buy a foot gauge online or, for a budget-friendly option, simply draw around their feet with a pencil on a sheet of A4 paper. Barefoot footwear brand Brightland also offers a handy phone-scanning tool, allowing you to upload measurements and receive an instant size recommendation.

We discuss all things barefoot shoes and Brightland with co-founder, Becky

What are barefoot shoes and why are they beneficial for your child’s development?

Barefoot shoes are designed to mimic walking without shoes, allowing children’s feet to move and develop naturally. 

They typically feature a wide toe box so toes can spread, with a stable footbed, and a thin, flexible sole that can bend across the base of the toes. As children's bones and arches are still forming, anything too rigid or restrictive can limit movement and muscle development, so barefoot styles are believed to support balance, coordination, strength, and growth during these crucial years.

Plenty of our Mumsnetters swear by barefoot shoes, with Brbreeze sharing: “I’ve been fully in barefoot shoes for about 18 months now and have my little ones in barefoot friendly shoes too.”

“We’re fully converted to barefoot shoes,” HedgeWitchOfTheWest added. “Wide toe boxes and flexible soles are awesome. I couldn’t go back to narrow shoes now.”

Brightland is a brand that specialises in barefoot inspired shoes and was created by parents Becky and Duncan. They had both grown frustrated with the limited footwear options available for young children, and felt that fashion was too often prioritised over proper development and support.

Brightland cites research suggesting around 83% of children are wearing shoes that don’t fit properly*. Many styles are simply scaled-down versions of adult shoes - complete with narrow toe boxes and rigid soles that aren’t designed with developing feet in mind.

The brand also says its shoes are co-developed with a biomechanical podiatrist and a consultant orthopaedic surgeon - meaning health and movement are considered from the design stage. The brand focuses on barefoot options for pre- and first-walkers, with a focus on natural fibres and materials, such as cotton, wool and naturally cured rubber.

So who is Brightland and what makes its offering so unique for parents and little ones? We sat down with co-founder, Becky, to talk about the benefits of barefoot footwear and why the style is gaining so much attention.

MNHQ: What inspired you to start Brightland?

Becky: “Brightland grew out of my own experience as a parent and my professional background working with natural fibres and materials. When I was choosing shoes for my children, I was surprised by how limited the options felt. Most children’s footwear was either overly styled or purely functional, and often neither felt truly considered for how young feet actually grow and move.

“At the same time, I was becoming more aware of how fundamental feet are to overall movement and wellbeing. That gap between what we know about development and what’s available on the market was hard to ignore. 

“Brightland started as a way to address that gap thoughtfully without asking parents to compromise on design, comfort or values.”

MNHQ: What do you want to change or improve about parents’ experience of choosing babies’ and toddlers’ shoes?

Becky: “I want parents to feel more confident and less overwhelmed. Choosing shoes shouldn’t feel like guesswork or a guilty compromise between what looks good and what feels right.

“We’re trying to simplify the experience by designing shoes around clear developmental stages, offering practical guidance and being honest about when shoes are actually needed. 

“The goal is to support parents with information and well-designed products rather than adding more noise to an already crowded space.”

Brands like Brightland offer ways to measure your child’s feet at home

MNHQ: What have you learnt about how babies’ and toddlers’ feet develop?

Becky: “One of the most important things I’ve learned is that babies aren’t born with adult feet, yet the footwear industry treats them the same. Their feet are mostly cartilage, highly adaptable and change rapidly in the early years.

“Strength, balance, coordination and even posture are shaped through movement and sensory feedback from the ground. Feet need space, flexibility and time to develop naturally before any form of structure becomes appropriate. Those early years are incredibly dynamic, which is why fit and function matter so much.”

MNHQ: You talk about “letting the foot lead” but what does that mean in practice?

Becky: “Letting the foot lead means designing shoes that work with the foot rather than trying to control it. In practice, that means flexible soles, space for toes to spread naturally, minimal interference with movement and keeping the foot close to the ground.

“Instead of forcing a shape or correcting movement prematurely, we allow the foot to do what it’s designed to do. Shoes should protect when needed but otherwise get out of the way.”

MNHQ: What’s the one piece of advice you’d give to parents when choosing shoes for their baby or toddler?

Becky: “Don’t rush it. Shoes are there to protect, not to accelerate development. Let your child spend as much time barefoot as is practical, and when shoes are needed, prioritise fit, flexibility and comfort over trends or age-based labels. Watch how your child moves in their shoes - they’ll often tell you more than the size on the box.”

MNHQ: Why was using natural fibres and materials an important decision for you?

Becky: “For me, people and planet health are closely connected. The materials we choose and the systems we use to make products have a direct impact on both.

“Most footwear today is made primarily from petrochemical-based materials. They offer short-term advantages in cost and consistency, but the longer-term trade-offs for our health and the environment are rarely part of the conversation. That felt uncomfortable to accept without question, particularly for products designed for children who will outgrow them long before they wear them out.

“We’re not here to preach or guilt parents. There is already enough pressure when it comes to making the right choices for our children. For us, it’s about being confident in the decisions we’re making as a brand and offering an alternative to the status quo.

“There is no perfect solution. What matters is setting the right foundations and continuing to build on them over time. We believe starting with more natural, breathable materials and working within systems that respect the environment is a responsible place to begin.”

Did you know? Industry estimates suggest the global footwear industry produces around 24 billion pairs of shoes each year, and that a large proportion eventually ends up in landfill**. Brightland says its long-term ambition is to become the world’s first fossil fuel–free children’s footwear brand.

Frequently asked questions about barefoot shoes

Below we answer the common questions we see Mumsnet users ask on our Talk boards. 

What are barefoot shoes for kids (and do they suit toddlers)?

Barefoot shoes are a unique design to allow little feet to move and develop naturally, without restriction. While footwear is more essential once your little one starts walking, certain shoes can be limiting, which is why Brightland offers styles from ages six months and up.

How do I know if my child’s shoes fit properly?

You can measure your child’s foot at home, either with a special gauge or by tracing around their foot on a piece of A4 paper. Brightland even has a phone-scanning tool that lets you upload measurements and get an instant size recommendation.

Do toddlers need arch support?

Research suggests rigid arch supports don’t aid childhood foot development, and NHS Inform guidance suggests most children don’t require structured support in early years unless advised by a clinician.

A wider toe box lets your DC’s toes spread comfortably

What should I look for in the first-walker shoes?

Choose shoes that allow natural movement and flexibility. A wide toe box lets toes spread comfortably, while a sole that bends at the ball of the foot supports natural movement. Avoid stiff soles or pointed toes that restrict movement. Soft, breathable materials like cotton and wool are also ideal for growing feet.

How much “growing room” is too much?

The general rule is to leave a finger width of space between the longest toe and the end of the shoe. The NHS advises that if a shoe slips off when a child stands on tiptoe, it’s too big.

What if my child has wide feet or won’t tolerate shoes?

The flexible structure and natural feel of a barefoot design is perfect for wider feet or little ones who hate wearing shoes, as they can move freely without restriction.

When do children actually need shoes (vs barefoot/socks)?

The NHS recommends shoes once a child starts walking, but barefoot-style designs can be worn earlier and may support natural foot development during outdoor practice.

Are natural fibres and materials better for kids’ shoes?

Yes, natural fibres and materials are not only more ecological than synthetics , but the breathable and soft materials are gentle on sensitive skin and can reduce the risk of sweating, odour, and irritation.

About Brightland

We founded Brightland because we couldn’t ignore the gap between what we understand about children’s development and what is widely available in the market. Feet are the foundation of movement, yet children’s footwear often prioritises aesthetics or convenience over long-term wellbeing. Brightland is about doing the fundamentals well — designing shoes that support natural movement, respect the environment and feel contemporary and considered. We’re not here to follow trends. We’re here to build responsibly, set strong foundations and offer parents a thoughtful alternative to the status quo.

About the author

Kat Romero is a writer and journalist with over a decade’s experience in the industry. As a working mum of a toddler, she knows all too well how much time is spent by parents researching the best products for their child’s health and development. Away from her desk, Kat can be found consuming far too much coffee and spending her weekends with her toddler and partner - soaking up the sights of London and sampling anything new and exciting that has opened up within walking distance.

*Benson, Jewell & Parks, 2005

**World Footwear, 2023