The Journey to Our First Product
Inspired by Nature
Engineered for Adventure
"Participating in outdoor sports was one of the most defining moments of my life,My first true outdoor experience was during my freshman year at university when I joined the novice rowing team. I spent hours every day on the Mississippi River, learning not just how to row, but how to embrace the rhythm of nature with each stroke."
says George, the visionary behind NAT’S first product.
By all conventional standards, George was not built to be a rower—he was shorter than most and slightly overweight. Yet, something about the water captivated him. The stillness of the lake at dawn, the synchronicity of each stroke, the quiet endurance required—it all pulled him in.
Day after day, stroke after stroke, he trained relentlessly, transforming from an unlikely novice into a key member of the lightweight rowing team. He mastered the sport, refined his technique, and ultimately competed at the national level. Through rowing, he learned the values of resilience, teamwork, and the deep, personal connection between movement and nature.
Upon graduating, he left the team but carried his love for the outdoors with him. His passion took him on hiking and trekking adventures across Canada, the U.S., and Europe. Among all these experiences, one stood out: his grueling trek across Iceland’s icy, rugged terrain—a journey that would spark an idea.
The Moment of Realization:
A New Approach to Outdoor Footwear
That day in Iceland, George wore a pair of stiff, heavy hiking boots—boots designed for durability and protection, but lacking in comfort. As the miles stretched on, his feet swelled, the rigid soles pressed against his toes, and each step became more painful than the last. What should have been a breathtaking experience in nature was overshadowed by discomfort.
Then, a thought struck him:
"What if outdoor footwear wasn’t just built for grip and durability, but also moved in harmony with the foot and offered uncompromising comfort?"
Determined to find an answer, George returned home—not just to his country, but to his roots.
Returning to His Craft:
Where Innovation Meets Tradition
George didn’t just stumble into shoemaking—it had been a part of him since childhood. Growing up, he spent his early years in his parents’ shoe factory, surrounded by the scent of leather and the hum of sewing machines. His first summer job was assembling shoes by hand, giving him a deep respect for craftsmanship.
Now, with a vision in mind, he turned to the person who knew the art of shoemaking better than anyone—his father. A master shoemaker with over three decades of expertise, his father had spent a lifetime perfecting every stitch, every curve, and every detail of a shoe.
"At first, I had no idea where to begin," George recalls. "But I knew that if I was going to create a product, it had to be transformative—it had to be different."
With the support of his father and a passionate team of designers and engineers, George embarked on a journey of innovation—one driven by science, research, and hands-on exploration.
The Science of the Perfect Fit:
Rethinking Outdoor Footwear
As George dove into research, he uncovered an intriguing discovery: an analysis of 1.2 million foot scans from North America, Europe, and Asia revealed a striking truth—foot width, instep height, and arch height vary significantly, even among people with the same foot length.
Traditional sizing—built solely on foot length—was flawed. True comfort required something revolutionary: a fit that adapted to the individual.
This realization ignited his curiosity. He purchased a 3D foot scanner and began collecting data from friends and family. The truth became undeniable—outdoor footwear needed to go beyond traditional sizing. It had to offer more than just a spacious toe box; it required an adaptive fit that could accommodate different foot shapes while maintaining stability and support.
This insight became the foundation for the first product.
The Solution for Movement, Adaptability, and Comfort
George and his team were driven by a singular mission: to create a shoe that would seamlessly fuse performance with comfort, ensuring that every element enhances the outdoor experience.
The key innovation they identified was striking the perfect balance between support and flexibility. To achieve this, they combined the world’s strongest fiber with an adjustable fastener, delivering a secure yet adaptive midfoot fit while ensuring ample toe room for natural expansion during long hikes. To further enhance comfort, they developed a shock-absorbing insole for impact reduction and paired it with an arch support insole, allowing every explorer to find their perfect fit.
"The goal wasn’t just to create a shoe—it was to create a solution. A fit that maximizes outdoor comfort, enabling people to explore nature without limitations. "
And then, it was ready.
A shoe designed not just for the outdoors, but for the people who explore it. A product that adapts, supports, and inspires movement—born from a legacy of craftsmanship, shaped by modern innovation, and built for those who crave adventure.
George and his team named it NAT’S—a tribute to "Natural Symbology", a reflection of their belief that nature itself holds the key to movement, adaptability, and exploration.
Every rock, river, and tree moves and evolves with purpose—and so should our footwear.
This is NAT’S.
This is why we exist.
And this is why we create—for you.
