A Letter From a Reader: The Ortho (Lily, Co-Founder)
June 2026, Auckland
A LETTER FROM THE FOUNDERI've heard every complaint about "comfortable" shoes. The Ortho is the first pair that actually earned the word.
On the six things we changed when we made the Ortho, how it compares to the shoes you've been buying, and why it's priced the way it is right now.
I'm Lily. My mother has a wide forefoot and a high instep, and for years every "comfortable" shoe she bought still pinched by lunchtime. She'd buy a size up just to get room in the front, then the heel would slip the whole day.
The Ortho is what we built to fix that. A non-slip, pressure-reducing sole, a removable insole so she can still use her own orthotics, and an extra-wide heel for stability. Replace this paragraph with your own version of the story.
A wider fit, without a bigger size
Designed with extra room through the forefoot and instep, so there's no pinching by the end of the day — without needing to size up and lose support in the heel.
“Replace with a real customer quote.”
— Customer name
A sole built to reduce pressure, not just cushion it
The gel-cushioned, pressure-reducing sole is designed with conditions like metatarsalgia, heel spurs and bunions in mind, so it takes weight off the spots that usually hurt most.
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— Customer name
A removable insole that works with your own orthotics
If you already have a custom insert from a podiatrist, it slots straight in — you don't have to choose between the Ortho's support and your own.
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— Customer name
A sole that actually grips
The non-slip sole is built to hold on tile, wet pavement and grass alike — not just carpet, like a lot of "non-slip" shoes end up being.
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— Customer name
An extra-wide heel for real stability
The 4cm heel base is wider than most, so there's less wobble on uneven ground and less strain through the ankle over a long day.
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— Customer name
Ten colours, so it still looks like a normal shoe
Nothing about the Ortho announces itself as orthopedic — it's built to disappear into a normal outfit, not stand out as "the comfortable shoe."
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— Customer name
The Ortho, against the shoes you've been buying
Narrow, pinches by afternoon
Cushions only
Fixed, can't swap
Slips on wet or tile floors
Narrow, unstable
Looks "orthopedic"
Wide forefoot and instep room
Gel cushioning + pressure relief
Removable, fits your own orthotics
Non-slip on tile, pavement, grass
Extra-wide 4cm heel base
Ten colours, looks like a normal shoe
Why the Ortho is priced this way right now
Replace this with the real reason for the offer — a seasonal clearance, an anniversary sale, or whatever is actually true for your store.
Ortho – Non-slip orthopedic shoes + FREE INSOLES
Non-slip, pressure-reducing sole with a removable insole and extra-wide heel for stability. Sizes 35 to 44.
See if your size is still in stockLily co-founded Noah & Lily with her husband Noah. Replace this with a short, real bio.
