Our Vision and Mission
At Arthur Sleep, we're tackling a critical problem: the footwear industry's outdated, wasteful, and harmful practices. We saw an industry producing billions of ill-fitting shoes, causing widespread health issues and significant environmental damage. This realisation sparked our mission to transform how footwear is crafted and experienced.
We asked ourselves:
- How can we make shoes that fit each individual wearer perfectly?
- How can we produce them with minimal waste, close to where they're needed?
- How can we create a manufacturing model that regenerates rather than depletes our planet's resources?
These questions led us to reimagine not just how shoes are made, but how manufacturing as a whole can be revolutionised.
Our mission is clear:
To shift from harmful mass-manufacturing practices to a sustainable, personalised, made-on-demand model. We're here to prove that a better way is possible, not just for shoes, but for manufacturing as a whole.
The Problem We're Solving
Let's be clear about the scale of the problem we're facing:
- Environmental Catastrophe: The industry produces over 24 billion pairs of shoes annually, with more than 90% ending up in landfills. Each pair of traditional shoes can emit up to 14 kilograms of CO2 during production. Even more shocking, an estimated 20-30% of manufactured shoes never even reach a consumer or are never worn, going straight to waste.
- Waste of Resources: The current model is built on overproduction. We're using up resources to make products no one will ever use. It's economically and environmentally insane. The fashion industry, including footwear, overproduces by up to 40% each season.
- One-Size-Fits-None Approach: The industry's reliance on standardised sizing ignores the fact that every foot is unique. This leads to a host of problems, from simple discomfort to serious health issues. It's also a major cause of returns - about 21-28% of all online shoe purchases are returned due to poor fit.
But the problems don't stop at waste and environmental damage. There's a hidden health crisis that's been ignored for far too long:
Why Fit Matters: The Hidden Crisis in Footwear
Let's cut to the chase: ill-fitting shoes are wreaking havoc on our health, our economy, and our planet. And nobody's talking about it. This isn't just about comfort; it's about a systemic problem that's crippling people, costing billions in healthcare, and contributing to massive environmental waste.
Here's the ugly truth, backed by hard data:
Chronic Pain
A staggering 77% of Americans have experienced foot pain, with ill-fitting shoes being a primary cause. This pain doesn't stop at the feet - it cascades up, affecting knees, hips, and backs. (Source: American Podiatric Medical Association) In the UK, the situation is equally dire. A study by The College of Podiatry found that 90% of British women are wearing shoes that are too small, leading to long-term and potentially irreversible damage to their feet. (Source: The College of Podiatry, UK)
Mobility Loss
72% of people report that foot pain prevents them from exercising. When your feet hurt, you move less. It's that simple, and it's a major public health concern. (Source: American Orthopaedic Foot & Ankle Society) British research echoes this, with a study showing that 60% of UK adults have avoided exercise due to foot pain. (Source: Journal of Foot and Ankle Research, UK)
Performance Killer
For athletes, proper fit is crucial. Studies show that improperly fitted shoes are responsible for up to 40% of running injuries. That's nearly half of all running injuries caused by bad fit alone. (Source: Journal of Foot and Ankle Research)
Quality of Life
Foot problems affect more than just physical health. 50% of people with chronic foot pain report that it adversely affects their quality of life and mental health. (Source: Arthritis Care & Research Journal) In the UK, a survey by the Society of Chiropodists and Podiatrists found that 41% of people have felt depressed because of foot pain. (Source: Society of Chiropodists and Podiatrists, UK)
Economic Impact
The costs are staggering. Foot health problems, many stemming from ill-fitting shoes, cost the U.S. healthcare system approximately $3.5 billion annually. (Source: Journal of Foot and Ankle Research) While exact figures for the UK are not available, the NHS spends over £1 billion annually on treating lower limb conditions, many of which are exacerbated by ill-fitting footwear. (Source: NHS Digital, UK)
Industry Inefficiency
About 21-28% of all online shoe purchases are returned due to poor fit. That's a massive waste of resources, time, and money. (Source: Shoe Tester) In the UK, the return rate for online fashion purchases, including shoes, is even higher at 38%, with fit being the primary reason. (Source: IMRG, UK's Online Retail Association)
Environmental Waste
An estimated 20-30% of manufactured shoes never even reach a consumer or are never worn, going straight to landfills or incinerators. This contributes to the fashion industry's problem of overproduction, which can reach up to 40% each season. (Source: McKinsey & Company) The UK alone sends around 300 million pairs of shoes to landfill every year. (Source: Recycling Technologies, UK)
We're not exaggerating when we say this: fixing the fit problem could be one of the most significant interventions of our time - for public health, for business efficiency, and for environmental sustainability. It's that important.
When 63-72% of people are wearing the wrong size shoes globally, we're not just talking about a minor inconvenience. We're talking about a global crisis hiding in plain sight. (Source: British Journal of Sports Medicine)
The current approach to shoe sizing and manufacturing isn't working for anyone - not for consumers, not for businesses, and certainly not for the planet. It's clear that a radical rethinking of how we design, produce, and fit shoes is long overdue.
At Arthur Sleep, we're not just making better-fitting shoes. We're pioneering a solution to a problem that affects billions of people, costs billions of dollars, and wastes billions of resources. This is about more than footwear - it's about taking a step towards a healthier, more sustainable future.
Our Approach: Radical Rethinking
We're focused on fundamental change. Our approach combines cutting-edge technology with a deep respect for craftsmanship and an unwavering commitment to sustainability. This approach is a blueprint for the future of all manufacturing.
Here's how we're doing it:
1. Perfect Fit Technology
We are developing advanced 3D scanning and AI-driven design systems [patent pending] that create shoes tailored to each individual's feet. This eliminates waste from returns and unworn shoes. Our technology captures the unique contours of each foot with unprecedented precision, ensuring a perfect fit.
2. Microfactories
We're bringing manufacturing back to city centres with our compact, high-tech production units. This gives us full control over the emissions produced during manufacture and drastically reduces transportation emissions. Our microfactories are modular and mobile, allowing swift response to local market demands while reducing the environmental costs of global shipping.
3. On-Demand Production
We only make what's ordered. This eliminates overproduction and the associated waste of resources and energy. By producing shoes when and where they're needed, we're creating a lean, efficient system that minimises inventory and maximises responsiveness to consumer needs.
4. Sustainable Materials
We're constantly researching and implementing the use of natural, recycled and biodegradable materials. Our goal is to create shoes that last longer and have minimal impact at the end of their life cycle. We're pushing the boundaries of material science to find solutions that are both high-performance and eco-friendly.
5. Data-Driven Evolution
We've implemented a comprehensive system for collecting and analysing real-world wear data and customer feedback. This allows us to continuously refine our designs, improve comfort and durability, and stay ahead of changing consumer needs. This will form the backdrop for a digital customer feedback system.
6. Craft Renaissance
We're enhancing traditional craftsmanship. Our technology empowers skilled artisans, allowing them to focus on the aspects of shoemaking that truly require a human touch.
Our Three Pillars of Innovation
Arthur Sleep's structure is purposefully designed to drive innovation and efficiency across all aspects of our business. We've created three distinct yet interconnected entities, each with a specific focus that contributes to our overall mission:
The Brand (Arthur Sleep)
Arthur Sleep represents more than a luxury brand; it embodies our commitment to revolutionising manufacturing through sustainable innovation. Each product we craft not only generates revenue but also fuels our research and development, providing crucial data to refine our processes and technology.
Our strategic vision extends beyond the luxury sector. We will develop a portfolio of brands designed to address critical needs across diverse market segments. By leveraging our core technologies, we aim to create substantial value in areas where precisely fitted footwear can significantly enhance quality of life and performance, such as athletics and healthcare.
The Manufacturing - AS Process
Our microfactories are living labs, constantly refining the future of manufacturing. They're creating skilled jobs in urban areas and revitalising local manufacturing. AS Process is our answer to the outdated, opaque centralised manufacturing model that has dominated the industry for too long.
The Technology - AS Technologies
This is where the magic happens. Our proprietary tech makes better shoes and lays the groundwork for a new era of production. It's solving fit issues, reducing returns, and minimising waste. AS Technologies is the engine that drives our innovation, constantly pushing the boundaries of what's possible in footwear and beyond.
Patent Pending.
Market Opportunity
We're creating a new category at the intersection of luxury, technology, and sustainability. Here's what we're tapping into:
- Luxury Footwear: The global luxury footwear market is projected to reach $39.9 billion by 2026, growing at a CAGR of 5.3% (Source: Allied Market Research).
- Personalised Luxury: 58% of luxury consumers want personalised products and services. Our perfect-fit technology directly addresses this demand (Source: Bain & Company).
- Sustainable Luxury: 60% of luxury consumers consider a brand's sustainability practices in purchasing decisions (Source: Deloitte). This number rises to 80% amongst Millennials and Gen Z consumers, who site sustainability as a key factory (Source: Bain & Company). Our eco-friendly approach positions us to capture this growing segment.
- Wellness Integration: The global wellness market, valued at $4.9 trillion in 2019, is projected to grow to $7 trillion by 2025. Our focus on foot health aligns perfectly with this trend (Source: Global Wellness Institute).
- Direct-to-Consumer (DTC) Growth: The DTC market is expected to grow by 19.2% from 2021 to 2028, offering higher margins and better customer relationships (Source: Grand View Research).
By addressing these converging trends, Arthur Sleep is positioned to capture a significant share of the luxury footwear market while also expanding the market itself through our innovative approach.
Our Impact and Sustainability Commitment
We're already seeing the impact of our approach:
- Carbon Neutrality: We aim to achieve carbon neutrality in our UK operations (Scope 1 and 2) by 2025, and across our entire supply chain (Scope 3) by 2030.
- Fit Perfection: By producing shoes that fit perfectly, we're reducing returns and the associated carbon footprint of shipping. Early data suggests we can reduce return rates by up to 80% compared to industry standards.
- Local Revival: Our microfactories are creating skilled jobs in urban areas, revitalising local manufacturing. We've already created dozens of high-skill jobs and we're just getting started.
- Zero Overstock: Through on-demand production, we've eliminated overstock waste entirely in our operations. This means no unsold inventory ending up in landfills.
- Circular Economy: We're developing a shoe recycling program, with the goal of recycling or upcycling 50% of our shoes by 2028.
- Sustainable Materials: By 2026, 100% of our materials will be either recycled, recyclable, or biodegradable.
We're committed to leading the way in sustainable luxury manufacturing.
Our Roots and Milestones
We didn't start Arthur Sleep just to make shoes. We saw a craft dying - British shoemaking - and decided to do something about it.
This isn't about nostalgia. It's about taking a centuries-old tradition and making it relevant for today's world. We're preserving skills that matter, creating products that last, and doing it in a way that doesn't trash the planet.
Here's what we've done so far:
- Revived Urban Manufacturing: We opened London's first shoe factory in over 100 years. Right on Savile Row. If you're going to bring back craftsmanship, you might as well do it where it matters.
- Built a Team of Craftspeople: In London, we've got five master cordwainers on our team. These aren't just workers; they're artisans keeping a vital craft alive.
- Expanded Our Range: We started with velvet slippers. Now we're making loafers, sneakers, and boots. Soon, we'll add espadrilles, sandals and many more. Each product is a challenge to do better, to waste less.
- Collaborated with Purpose: We've worked with brands like Lunaz, Campari, Brown's Hotel, and the Mandarin Oriental. These partnerships aren't about prestige. They're about proving that our approach works at the highest levels.
Every step we've taken is about proving a point: that you can make world-class products without compromising on ethics or sustainability.
Growth Strategy: Global Expansion
Our growth strategy is ambitious yet methodical, focusing on strategic expansion and continuous innovation:
- Product Line Expansion: We aim to double our product range in the next 18 months, introducing new categories like athletic wear and orthopaedic shoes.
- Global Microfactory Network:
* Year 1-2: Refine fixed and mobile microfactory blueprint
* Year 3-4: Expand to North America (New York, Los Angeles, Toronto) and Asia (Tokyo, Seoul, Singapore)
* Year 5: Enter emerging luxury markets (Mumbai, Dubai, São Paulo)
- Strategic Partnerships: Collaborate with luxury hotels, airlines, and sports teams to offer bespoke fitting experiences and exclusive collections.
- Digital Expansion: Enhance our e-commerce platform with virtual try-on technology and AI-powered style recommendations.
- Sustainability Leadership: Become the go-to brand for sustainable luxury footwear through innovative materials and transparent practices.
- Technology Licensing: By Year 3, begin licensing our fit technology to select partners in adjacent industries (e.g., medical orthotics, sports equipment).
- Continuous R&D: Invest 15% of revenue into R&D to stay at the forefront of fit technology and sustainable manufacturing.
This strategy allows us to scale rapidly while maintaining our commitment to quality, sustainability, and innovation. It also allows us to capture market share in the world's wealthiest nations while also positioning ourselves in rapidly growing luxury hubs.
Our Founders: Visionaries in Craft and Innovation
Arthur Sleep was founded by Christopher Boadle and Jahangir Azam, two individuals who saw a broken system and decided to fix it.
- Christopher brings his passion for engineering and sustainable innovation to Arthur Sleep. With a keen interest in advanced manufacturing and AI, his technical expertise has been pivotal in developing our revolutionary manufacturing processes and precision-fit technology.
- Jahangir's deep understanding of luxury markets and commitment to preserving traditional craftsmanship forms the cornerstone of Arthur Sleep's brand ethos. His background in fashion design and luxury brand management has been crucial in positioning Arthur Sleep at the intersection of heritage and innovation.
Their complementary skills and shared vision have been instrumental in Arthur Sleep's journey from a concept to a pioneering force in sustainable luxury footwear.
While they are the founders, Arthur Sleep's success is driven by our entire team of innovators, craftspeople, and industry veterans.
Our Competitive Advantage
We're pioneering a new category in footwear manufacturing. Here's what sets us apart:
- Proprietary Fit Technology: Our patent-pending approach to fit creates a level of personalisation unmatched in the industry.
- Microfactory Network: Unlike traditional manufacturers, our decentralised production model allows for rapid scalability, reduced environmental impact, and unparalleled proximity to customers.
- On-Demand Production: We've eliminated overstock and drastically reduced waste, a significant advantage over traditional brands struggling with inventory management.
- Sustainability Leadership: While many brands are just starting to consider sustainability, it's been at the core of our business model from day one.
- Vertical Integration: We control the entire process from design to production to sale, allowing for faster innovation and higher quality control.
- Data-Driven Evolution: Our continuous feedback loop from real-world wear data allows us to improve our products faster than traditional brands. Through constant acquisition of Heath Data, we can deliver products and insights to our customers which are truly life-changing.
- Cross-Industry Potential: Our technology has applications beyond footwear, opening up additional revenue streams through licensing.
These advantages create significant barriers to entry and position Arthur Sleep at the forefront of the luxury footwear revolution.
Our Ask to Investors: Join Us in Revolutionising Footwear
Our Vision & Potential
Arthur Sleep is redefining footwear manufacturing.
Here's what we're offering:
- A Groundbreaking Opportunity: Invest in a company that's not just disrupting an industry, but creating an entirely new category in luxury, tech-driven, sustainable footwear.
- Significant Growth Potential: We're poised for rapid expansion in the £300 billion global footwear market, starting with our innovative microfactory model.
- Technological Edge: Our developing fit technology and microfactory model create high barriers to entry and position us at the forefront of Industry 4.0.
- Sustainability Leadership: Be part of a company that's setting new standards for sustainability in luxury manufacturing, tapping into the fast-growing market for eco-conscious products.
- Diverse Revenue Streams: Beyond direct sales, our technology licensing potential opens up additional high-margin revenue opportunities in the future.
Raising Seed Funding
We're opening our Seed funding round to fuel our next phase of development. We're now looking to raise between £2-4 million. This investment will be crucial in:
- Creating our 3rd generation London microfactory, establishing the blueprint for future rollouts
- Pioneering rapid manufacturing 'Instant Bespoke' technology to create custom-fit luxury shoes in just 20 minutes
- Advancing our R&D in fit technology, including advanced mobile and physical scanning devices
- Accelerating our marketing and brand building efforts
- Expanding our team with top-tier talent
Why we're seeking external investment now:
Arthur Sleep has reached a critical inflection point. We've proven our concept, refined our initial product line, and established a loyal customer base. Now, we're ready to scale our revolutionary approach to footwear manufacturing. External investment at this stage will allow us to:
- Accelerate our technological development, particularly in rapid manufacturing and fit technology
- Establish our microfactory model, setting the stage for future global expansion
- Scale our production to meet growing demand while maintaining our commitment to sustainability
- Bring in strategic partners who can provide not just capital, but valuable expertise and networks as we grow
We're looking for investors who:
- Share our long-term vision for sustainable, tech-driven manufacturing
- Understand the potential of personalisation in the luxury market
- Can provide strategic guidance as we refine our model and prepare for scale
- Are committed to making a positive impact on both the industry and the planet
In return, we offer:
- Equity in a high-potential, innovative company at a pivotal growth stage
- The opportunity to be at the forefront of a manufacturing revolution
- Potential for significant returns as we establish our model and prepare for rapid growth
- A chance to make a tangible impact on the future of sustainable, personalised manufacturing
If you believe doing good is good business, we would love your help. The footwear industry must change.
