about us
Hi there, we are Emilie and Jené – so pleased to meet you!
So how did it all begin…
After successfully designing & developing product for a much-loved South African comfort shoe retailer, it was when the factory closed, that we decided to combine our expertise & passion to start our own business.
With more than 20 years shoe-making experience between us, we understand all the technical bits that make great quality & comfort perform the way it should!
We knew exactly where the gap was and it wasn’t going to be the thick middle mass, where it’s all about the price and not about the customer.
Unfortunately, true comfort technology cannot be replicated in this country because it costs too much and the industry has become very small.
Through Stride Footwear we identify & import ethical, comfort, ladies leather shoe brands from Europe. We only select brands that are as passionate about making their products as we are about promoting theirs.
We distribute through our wonderful retailers, pop-up events and online platforms.
The beauty of our business is that we can add brands as long as they are always underpinned by quality, comfort & longevity.
So why buy from us…
We go the extra mile before any of our shoes make it into our range. We fit each and every pair to make sure the upper fits well and that nothing hurts or irritates. If the underfoot comfort also does not deliver, it’s out. We also choose styles that we feel will accomodate the most feet possible.
If you’re unsure about something before buying a pair online, please give us a shout – we’re here to help!
We want you to experience how liberating it is to wear really comfortable shoes, that not only fit properly but have the quality & style creds to make them last for more than just one season.
Because WE know shoes…YOU don’t have to!
jené kruger & emilie oosthuizen
Paula Urban is a ladies’ leather footwear brand from Spain, established in Alicante in 1999.
It’s a family-owned business, named after the founder’s daughter, Paula. They embody the spirit & artisanal flair of centuries of Spanish shoe making.
Superior levels of comfort & premium quality have made them the top-selling brand in Spain & much loved the world over – available in Europe, UK, USA, Canada, Australia, Japan, Chile and now also in South Africa, exclusively through Stride Footwear, since 2019.
The success to their all-day underfoot comfort, is their unique, patented, latex-blend footbed called the “Exclusive Interior Flot-up System”. (“Flot-up” means “float-up” in Spanish)
Each footbed, topped with the softest leather & combined with lightweight soles, makes you feel like you are truly floating on air.
Paula Urban are leaders in PU (Polyurethane) sole spray technology – creating a finish on their soles that is truly unique & un-matched!
Generally, naturally-dyed, soft leathers are used for the uppers, linings & footbed coverings, all finished by hand, giving each pair its authentic identity.
Few brands can boast an all leather-lined product that allows true breathability & good foot health.
Not only do they make beautiful product, but they have a continued commitment to sustainability & the production of ethical footwear – they don’t use harmful chemicals that could damage the environment or their staff.
Their brand values match their “family” values.
They received the Carbon Footprint Award for 2020 – this seal recognises their reduction of carbon emissions during their production processes.
Paula Urban’s beautifully crafted footwear fit a wide range of feet, combining on-trend style & premium quality, making them amazingly comfortable to wear all day, no matter where your feet take you.
Gioseppo is a Mediterranean brand, globally recognised & founded in Alicante in Spain in 1991.
This family-run enterprise designs, manufactures & sells casual, modern footwear for men, ladies and kids using quality leathers, materials & trims. Each design reflects their attitude towards individual expression & exudes their passion for life.
They have their own stand-alone stores in Spain & sell through independent retailers around the world in over 80 countries and Stride has supplied the brand in South Africa since 2021.
The strength of the brand lies in their sneakers that are edgy, on-trend & have bold combinations.
They all have a level of underfoot comfort with great attention to detail, without compromising on quality.
Gioseppo use efficient & environmentally friendly practices in their production processes and believe that sustainability & technology are key for the future.
Like their brand ambassador, the Spanish actress, Elsa Pataky, it’s all about expressing your individuality.
It’s a brand that makes life more colourful – Gioseppo is a lifestyle that can be summarised in four words: “Have a nice day!”