#FASHION: Putting your best foot forward

Shoe shopping is a serious undertaking for many women, who carefully select footwear that fits well and feels comfortable. However, the industry has often responded to discomfort with the suggestion of "breaking them in," implying that the foot should adapt to the shoe rather than the other way around. This approach overlooks the fact that footwear should be designed to fit the individual foot rather than the other way around.

Cherriann Wong, founder of Sunday Staples, a Singapore-based footwear label, argues that many discomforts are not due to incorrect sizing but rather the lack of a shoe that is properly shaped for the individual foot. Malaysians, for instance, spend considerable time commuting and standing on their feet, especially in tropical heat and humidity, making proper shoe fit even more crucial.

A 2018 analysis of 3D foot scans across North America, Europe, Asia, and Australia revealed that Asian customers have, on average, shorter feet with relatively wider feet in proportion to their length, compared to their counterparts in other regions.

The challenge lies in the fact that most global shoe lasts, or the form used to define the shape of a shoe, were originally developed around Western foot-length-to-width ratios. This means that a shoe may be the correct length but be too narrow through the forefoot for those with a shorter, relatively wider foot. This mismatch is particularly problematic in styles with little room to accommodate it, such as ballet flats or strappy sandals. The straps can start to rub, and the toes may feel compressed within a few hours of wear.

To address the unique needs of Asian consumers, a growing number of Southeast Asian footwear labels are adopting a more tailored approach to design. These brands are incorporating features such as added heel padding in ballet flats, a broader range of low and block heels, and fabrics like waterproof linen, treated suede, and quick-drying microfibre, which are suitable for humid conditions and sudden rain.

By creating footwear that is designed around the proportions of the region it is meant to be worn in, these labels aim to provide consumers with shoes that can be worn comfortably throughout the day, rather than merely enduring discomfort.