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The Journey to Our First Product

THE PASSION:

“My first true outdoor experience was joining the rowing team at university. I spent hours each day on the Mississippi River—not just learning how to row, but how to move with the rhythm of nature itself,” recalls George, the visionary behind NAT’S first product.

Day after day, stroke after stroke, he refined his technique and learned what true resilience and teamwork meant. Through rowing, George discovered a profound truth: the connection between movement and nature is both physical and spiritual.

That passion soon carried him across continents—on hiking trails through Canada, the U.S., and Europe. But one expedition in particular would change everything: a grueling trek across the icy, rugged landscapes of Iceland—a journey that would plant the seed of an idea.

THE IDEA:

In Iceland, George wore a pair of stiff, heavy boots—built for protection and endurance, but utterly lacking in comfort. As the miles stretched on, his feet swelled, his toes pressed painfully against the rigid soles, and every step became a struggle. What should have been an awe-inspiring encounter with nature became overshadowed by discomfort.

Then came the realization:
“What if outdoor footwear wasn’t just built to endure nature—but to move naturally with it?”

That single question followed him home—back not only to his country, but to his roots.

THE HERITAGE:

To bring the vision to life, George turned to the person who understood the art of shoemaking best—his father. A master craftsman with over three decades of experience, his father had devoted his life to perfecting every stitch, every curve, and every detail of a shoe.

Together—with the help of a passionate team of designers and engineers—they began their journey with one purpose: to create footwear that empowers natural movement in every step.

THE QUEST：

Their pursuit led them across disciplines and continents. They experimented with Dyneema®, the world’s strongest fiber, to craft lightweight yet incredibly durable uppers. They worked with Vibram® to develop outsole patterns that maximize traction and stability on every terrain. They collaborated with podiatrists to study biomechanics and design insoles that optimize pressure distribution and support.

To further enhance comfort, they introduced artificial cartilage technology—a shock-absorbing innovation that mimics the body’s natural cushioning during heel strike.

“The goal wasn’t just to build a shoe,” George explains, “but to create a solution—a fit that allows people to move freely, comfortably, and without limitation.”

THE BECOMING

After two years of experimentation and hundreds of tests, the vision took form: a shoe designed not only for outdoor enthusiasts, but for anyone who seeks to move naturally.

A product born from craftsmanship, refined through modern innovation, and inspired by the boundless beauty of nature.
A shoe that adapts, supports, and inspires movement—wherever the path may lead.

They named it NAT’S, a tribute to Natural Symbology—a belief that nature itself holds the key to movement, adaptability, and exploration.
SHOP MEN SHOP WOMEN