Looking back over the past year 2021, what were the biggest challenges you faced?
Naturally, we could not avoid the impact of the COVID-19 crisis and the temporary closure of our shops, which lasted for several months.
This represented a significant challenge for our business, as our strategy has always been to design, manufacture and sell our own footwear through our own stores. As a result, the loss of revenue during that period was substantial.
Were there any positive aspects to the past year?
The closures also brought unexpected opportunities. They allowed us to build up stock, meaning that now, as conditions have returned to normal, we are able to fulfil orders more quickly and efficiently.
We also used this quieter period to focus on product development. Innovation requires time and concentration, and this gave us the opportunity to refine new ideas while remaining true to our philosophy of creating foot-shaped footwear with plenty of room for natural movement.
Which types of shoes were most in demand, and why?
Demand for barefoot shoes continues to grow as more people become aware of their benefits. Consumers increasingly understand the importance of allowing the toes enough space to spread naturally and of strengthening the foot muscles through the use of flexible soles that promote natural movement.
At Proalp, we actively seek to educate customers about the advantages of healthy footwear choices. What is particularly encouraging is that barefoot footwear appeals to people of all ages, from younger wearers to older generations.
Where do you see the greatest opportunities for development and improvement?
We will continue to focus on using breathable, durable and responsibly sourced materials.
A major area of development will be the refinement of foot-shaped lasts, enabling us to create footwear that accommodates a wider variety of foot shapes and offers a comfortable fit for more people.
At the same time, we remain committed to developing our hiking footwear, because we understand that the demanding terrain of the Alpine environment requires shoes that provide sufficient support, durability and reliability.
Our future development will increasingly prioritise the use of local materials and regional expertise, particularly from Slovenia, Italy and Austria. We are committed to sourcing materials from suppliers whose origins and manufacturing processes we know and trust, rather than relying on distant supply chains with limited transparency.
For us, sustainability and environmental responsibility will continue to play a central role in every aspect of our business.
Can you give us a hint about any new Proalp models we can expect in the future?
At Proalp, we are developing a new type of footwear that combines the best features of barefoot shoes and hiking shoes.
The shoe will be more structured than a traditional barefoot model while retaining the principles of natural movement. It will feature a vulcanised rubber sole with an effective tread pattern, suitable for varied terrain.
Importantly, the sole will maintain the same thickness beneath both the heel and forefoot, encouraging a more natural foot position. This can help reduce strain on the muscles and knees, particularly during downhill walking.
It is a product that I am genuinely excited about.
Have customer expectations changed?
The answer is both yes and no.
On the one hand, the popularity of shoes with soft foam soles has led many consumers to believe that such footwear represents the latest trend and therefore the best choice. However, many people are unaware that these shoes are often produced using inexpensive manufacturing methods and may not provide the healthiest environment for the feet.
On the other hand, there is a growing number of customers who are highly informed, discerning and aware of what supports long-term foot health. They understand the value of quality craftsmanship and appreciate that feet should not be compressed or forced into unnatural positions.
These customers recognise the importance of allowing the toes sufficient room and choosing footwear that respects the natural shape and function of the foot.
What kind of customers would you like to attract in the future?
We value customers who are curious, informed and open to learning more about healthy movement and quality footwear.
We appreciate people who recognise excellent materials and understand the importance of biomechanics and the way forces move through the body while walking.
At the same time, we hope to share our own knowledge and experience with our customers. In this way, everyone benefits: customers receive better footwear choices, while their feedback helps us continue improving and developing our products.
What are your goals for the future?
Our ambition is to introduce Proalp footwear and our expertise in healthy, natural footwear to an even wider audience throughout Slovenia and neighbouring countries, alongside Austria, where we already have a loyal customer base.
We also intend to increase our focus on promoting Proalp barefoot shoes across the wider European market. This growth will enable us to invest further in research and development and expand our collection with innovative new models.
At the same time, we remain deeply committed to traditional shoemaking, drawing inspiration from the rich shoemaking heritage of Tržič, Slovenia. This long-standing tradition forms the foundation of who we are, and it is something of which we are immensely proud.
