XERO SHOES offers a wide range of products, including running shoes, hiking boots, huaraches (sandals), casual footwear and d-i-y sandal kits. The products are known for their simplicity, comfort and versatility, making them popular among outdoor enthusiasts and people seeking a more natural connection with the ground. The core message is about enabling people to ‘Live Life Feet First’; designs are inspired by barefoot walking, allowing feet to function naturally while providing protection and style.
Xero has both character and a compelling BRAND STORY, springing from the life stories of husband and wife co-founders STEVEN SASHEN and Lena Phoenix. Versatile and practical with bags of style, the designs range from everyday wear to watersports-specific. With smart looks and crisp colours in designs for men, women and children throughout the seasons, Xero offers a comprehensive alternative to conventional footwear. Interestingly, it could be described fairly as a wellness brand disguised as a footwear brand.
As one of the leading natural movement footwear brands with 50+ casual and performance shoes, boots and sandals, net revenue has grown to USD70+m with more than 1.5m customers in North America, Europe, Asia and Australia. The Scotland-based NEW HEIGHTS team, part of HIGHLANDER OUTDOOR GROUP, is now representing Xero in the UK and Ireland.
Last week, Dan Dougherty, Xero Shoes European market MD and head of global wholesale strategy, led a comprehensive presentation of the brand for 2025/26 at the Highlander HQ. He’s based in Prague and Czech is the largest barefoot market in the world, probably a reflection of the country’s keenness to embrace change and wellbeing; only Berlin has more vegan restaurants than Prague in Europe.
Dougherty’s brand message was to the point, “We are an authentic brand. We believe in foot health. A strong foot is a healthy foot.” It resonated with participants as the heart of the brand’s purpose and development. He followed with the challenging observation, “Maximal has had a good run but the move away will be apparent in Spring 26.” That market shift challenges the ‘Hokafacation’ of stacked footwear styling with more nuanced designs, including a boost to the minimalist movement.
Key elements in Xero designs are zero drop, wide lasts and a wide toe box. Together, Dougherty noted, “the foot is an incredible piece of engineering. Our secret sauce is let your feet do their own thing.” Designs are backed with a 5000-mile outsole warranty and appeal to the Gen Z mindset of owning fewer items that do more. The refocused product offer reflects the appointments of new Heads of Product, Design and Merchandising.
Header pic – (l-r) retailer Colin McPhail, founder and director of FOOTWORKS, Scotland’s only natural running centre; Kieron Mackenzie, Sales Director, Highlander Outdoor Group; Dan Dougherty, Managing Director, Xero Shoes Europe.