About Us

IN PAIN, yes, BUT IN FASHION. THE SLOAFER STORY...

Two people standing close together with a scenic view outside a large window.

If a situation called for sneakers, I was hobbling round in badly made, uncomfortable but pretty flats.

Heavily pregnant waddling round cobbled streets in Italy, I knew I was being ridiculous - but trainers reminded me of PE.

We got home and my husband got a bread knife, cut the sole off his trainers and glued it to my flats. It was a botch job but we could fix that. The main thing was, it was so comfy.

But I wasn’t a “shoe person.” I had a successful career of twenty years raising and managing millions of pounds for charity. Starting a shoe business seemed frivolous.

We launched Sloafer in 2017 and I've brought a strong charitable ethos to the business. We work with a group of amazing women, pay our artisans fairly and we donate to good causes. You need to look after the people around you, and you don't need to be mean to get ahead.

And after the absolutely mad idea to start a business pregnant... here I am, pregnant with Thea (who has her own Sloafer named after her) finally in a decent pair of flats.