This startup provides personalized running shoes that utilize a virtual fitting experience and sugarcane-based EVA for sustainable production. By offering a variety of fits per size, the company enables active individuals to achieve a customized fit that enhances comfort and performance.
Funding
Funding not disclosed
Founders
Product
Problem
Traditional running shoes often fail to accommodate the unique shapes and dimensions of women's feet, leading to discomfort, blisters, and suboptimal performance. Many brands rely on lasts designed for men, neglecting the specific needs of female runners.
Solution
Hilma provides running shoes designed specifically for women, offering a personalized fit through a virtual fitting experience and a range of sizes and shapes. The company's approach considers foot length, shape, and volume to recommend one of three distinct fits: Fit One for narrower feet, Fit Two with a wider toe box, and Fit Three for overall wider feet. Hilma shoes are constructed with sugarcane-based EVA for cushioning and a breathable mesh upper, promoting both comfort and sustainable practices.
Target Audience
Hilma's primary target audience is women who are active runners and fitness enthusiasts seeking comfortable, high-performance running shoes tailored to their specific foot shape and size.
Features
- Virtual fitting experience to determine the optimal size and fit based on individual foot characteristics
- Three distinct fit options (Fit One, Fit Two, Fit Three) to accommodate varying foot shapes and volumes
- Women's-specific lasts designed to address the unique anatomical needs of female runners
- Sugarcane-based EVA midsole for lightweight cushioning and reduced environmental impact
- Breathable mesh upper for enhanced airflow and comfort
- Durable rubber outsole with a lugged design suitable for both road and moderate trail running
- Available in half sizes from US women's size 5 to 12