During 2025–2026, Widetoes has carried out the development project “Widetoes – Strategic Growth and Product Innovation,” co-financed by the European Union through the EURA 2021 programme.

The project's goal has been to strengthen Widetoes' conditions for growth, product development and internationalisation. The work has been carried out within two main development areas: the development of the company's own footwear brand BREJD, and the development of a new concept for shoe certification under the name WT Certified.

BREJD – from customer needs to a footwear brand of our own

The idea behind BREJD grew out of our daily contact with barefoot shoe customers. We saw a clear demand for shoes that combine the qualities many people appreciate in barefoot shoes – above all a wide, anatomical toe box, zero drop and a flexible construction – with more comfort and cushioning for everyday use.

Within the project, we carried out market and target group analysis, requirements specification, material investigation, design work, supplier sourcing, prototype development, user testing and financial calculations. The development work was carried out together with an industrial designer, a footwear agency, a sole supplier and a shoe factory in Portugal. Several rounds of prototypes were produced and tested by more than 15 people, and the feedback was used to improve fit, comfort and construction, among other things.

The result was the first two BREJD models: Bosund, a sneaker, and Juni, a ballerina flat. The models were developed in a total of five colour and material variants and are based on the same core idea: plenty of room for the toes, a flexible zero-drop sole, and two interchangeable insoles that make it possible to choose between a closer-to-the-ground feel and increased cushioning.

The project has thus represented an important strategic step for Widetoes – from being primarily a retailer to also developing and owning its own products. BREJD has also been registered as an EU trademark.

The reception has been positive. Already during the first launch week, 43 pairs of BREJD Juni were sold, and the work of broadening the range continues. New winter shoes, more colour variants and additional models are under development for 2026 and 2027.

WT Certified – a new way of assessing shoes

The project's second development area has been WT Certified. The starting point is a problem we encounter often: it is difficult for consumers to objectively assess how a shoe is actually designed. Terms such as “anatomical,” “natural” and “healthy” are used in the market, but there is no established, independent standard that clearly and measurably shows which characteristics a shoe actually has.

During the project, scientific literature, clinical guidelines, existing measurement models and international standards were therefore analysed. The work has resulted in a proposed transparent and reproducible measurement method for shoes, as well as a level system for future certification. The criteria include, among other things, the width and shape of the toe box, drop, stack height, toe spring, flexibility and weight.

An important part of the work has been to develop a standardised method for measuring the width of the toe box. The WT protocol defines fixed measurement points based on the length of the insole, which makes the results comparable across different models and sizes. During the project, a larger reference sample of shoes was also measured and documented as a basis for further standard development.

The work has also included expert consultations with physiotherapists and specialists in foot function, as well as the development of a certification process, user manual, licensing model, trademark protection, communication plan and concept for future measurement equipment.

A key legal insight changed the plan

An important part of any development project is also identifying things that were not known from the outset.

During the work on WT Certified, it emerged that an EU certification mark is subject to specific independence requirements. Under Article 83 of the EU trademark regulation, the holder of a certification mark may not itself carry out activities involving the sale of the products being certified. Since Widetoes itself sells shoes, WT Certified will therefore, in the long term, need to be managed through a separate and independent company or another independent legal structure.

This meant that the original plan for a direct launch had to be adjusted. At the same time, this became an important part of the project's outcome: we now have a considerably clearer picture of the legal, organisational and financial conditions required to build a credible certification.

WT Certified has therefore not been launched commercially within the project. However, an extensive development foundation has been produced, including criteria, measurement protocols, a certification process, a business model and a plan for how the system can be established step by step in the future.

A project that has laid the foundation for the next step

The project has given Widetoes both concrete products and new knowledge.

BREJD has gone from idea to finished, launched products, while the foundation has been laid for a considerably broader range of own-brand shoes. WT Certified, in turn, has developed from an idea for a quality label into a comprehensive concept with a scientific foundation, measurement methodology and a clear plan for future implementation.

The work has also strengthened our network of designers, suppliers, manufacturers, legal experts and other specialists. Above all, the project has given us better conditions for continuing to develop products and services based on the natural shape and function of the foot.

The project “Widetoes – Strategic Growth and Product Innovation” has been co-financed by the European Union.