iHeel is the first b2b technology for making shoes adaptable to everyday life.
We started in Rome in 2020, but are now based in Milan. We develop customised iHeel technology for each brand in the industry and adapt the lasts through our patented process. The iHeel technology can be customised for lasts and heights, can be applied to any shoe model (closed, open...) and can be implemented by any company in the footwear industry. Our goal is to solve a very important problem that nobody talks about and to meet the needs of new consumers. We also created Joyx, our own brand under which we directly market shoes with iHeel technology. You can find information on Joyx in the Shop section of our website.
Today, the life cycle of products is shortening and the aesthetic style is extremely repetitive. In fact, there have been few structural innovations in the footwear industry since 1900, and this leads to a gap in the market because consumer needs have evolved and there are no adequate products to solve them.
Today, women want comfort and practicality in their daily lives. A shoe with a heel that adapts to different times of the day is what they want.
Long term Vision & product innovation
" Imagine if you still had to use carry-on suitcases exclusively to take a trip. Would that weigh you down?
How would you feel if one fine day your heavy bag had wheels and you no longer had to find yourself lifting that hideous weight?
Behold, this is precisely the situation in which those who wear heels today find themselves. And it is precisely this same emotion, of awe, relief and happiness, that emerges in the eyes of those who have tried iHeel. This is the meaning of the work we have done over 3 years by investing exclusively in research and development with the aim of bringing a unique, smart and intuitive technology to the market.
We want iHeel to become a viable purchase choice for consumers and an excellent but most importantly new opportunity for brands that will implement it."
iHeel is among top 3 footwear startups selected at Riva Expo 2023.