About Flat Out Footwear
I LOVE SHOES
Hi lovelies, I'm Petra--the driving force behind our brand, and like many women I love fashion and shoes.
TOLD TO STOP WEARING HIGH HEELS
I spent many years in the corporate world wearing stilettos.
But due to some spinal degradation, I was told by my chiropractor and physiotherapist to stop wearing high heels -- this almost caused an identity crisis!
HIGH HEEL INJURIES ARE ON THE RISE
High heel related injuries nearly doubled in 10 years, concluded the study: Epidemiology of high heel shoes injuries in US women: 2002-2012.
The higher the heel, the more pressure is applied to the ball of the foot, source: thespinehealthinstitute.com.
I NEEDED AN ALTERNATIVE
My biggest challenge was finding flats with the same flair and fashion cred as high heels, that didn't leave me feeling dowdy.
OXFORDS & DERBIES
During my journey I formed a love affair with oxfords and derbies; they look good, they feel good and they are so versatile and can be worn with almost anything.
Little did I know it at the time, but the seed was sown for what would become Flat Out Footwear.
A FAMILY & A BUSINESS FOLLOWED
Established to be family friendly (my family includes a toddler, and three dogs of whom two have special needs) an online shop was the perfect solution.
I knew other women were out there looking for an ever-stylish fashion savvy alternative to high heels, and I wanted to share these beautiful and versatile shoes.
Flat Out Footwear was created to empower women, myself included!
A ROCKY START
Thankfully I am a big believer in looking for the lesson when things go wrong, and I learned many lessons when I started out!
Initially I sourced our shoes from China, but was disappointed time and again, due to quality control issues, shipping delays and communication issues.
Another big concern was the nasty chemicals I could smell when unpacking the shoes. This couldn't go on.
A PERFECT SOLUTION WAS FOUND
In my search for a solution, I found and formed a collaboration with Losal, a 120 yo family business in Spain who share many common values and produce quality products.
HANDMADE IN SPAIN
Their craftsmanship has been passed down through 5 generations of artisans, who make their shoes by hand using the finest quality leathers and materials, sourced within Europe.
FRANK+Alice - OUR LABEL
Subsequently our own label FRANK+Alice was born, along with a beautiful range of handmade oxfords and derbies for Australian women, which I co-designed with Losal - click here to find out more.
- create quality handmade products that look good and feel good
- execute environmentally conscious business practices
- reduce our consumable footprint on the planet
WE BELIEVE IN VALUE & SERVICE
At Flat Out Footwear we are passionate about delivering value and service.
We commit ourselves to:
- designing for Australian women
- responsible manufacturing
- caring for the planet
- empowering women
- honouring returns and refunds
Be noticed, be admired for your style whilst wearing a smile in classy, exclusive, handmade Australian designed shoes that are eco friendly and socially responsible.