Exactly one year ago we were sitting here at this very same table on our office veranda. Looking at the whiteboard on the wall, and then back to staring at the banana trees next to us. The assignment: to come up with a slogan. And we did last year. We came up with lots of them. They all were related to themes of ‘balanced’ and ‘relaxation’. Because that is what our slippers are about: in the bustle of everyday life you don’t have the time to sit down in the windowsill with a cup of coffee, slowly savouring the taste while staring dreamily outside. That’s just the Instagram picture.

In real life the picture looks probably more like this: you come home after a long day at work, place the kids in front of the tv, prepare dinner and do 31 small chores in the process. Dinner will then be a scene where you get up every two minutes to get the wipes, to get the missing cutlery or to replace the ones that have been thrown onto the floor during a tantrum of your toddler. After dinner you clean up, wash the children, get them to bed. And then you can finally sit down. Only to open your laptop and start catching up on the work you missed because you had to pick up a sick child from school. Ok, I’m projecting now. But you get the point: most of us—children or not—have busy lives and a lot needs to happen ‘on the run’.

And this is what we had in mind when we started with KOW: you’re still running, just not in shoes that confine your feet to their shape! HA! Because we can’t change the fact that you are running, only how you are. KOWs follow the shape of your feet and this is where relaxation starts. Your feet actually have a very high concentration of nerve endings which send all these tiny adjustments to the brain, needed for balance. With total disregard for this function, we stuff our feet in thick leather shoes with the strangest un-footlike-shapes, and make our bodies work overtime to sense and send the right information to our brain. Well, you get the point: wearing flexible footwear, even while running after the dog who just escaped from his annual shampoo-session and is about to give your whole house a whiff of ‘eau de wet dog’ will already help your body to relax.

Back to the slogans. We came up with lots, but none survived the scrutiny of our team. And so we entered last year’s season without a slogan (“better no slogan than a bad one!”). But a new season is looming, and we even have a beautiful limited edition to launch! Seven new colours, with tasty names such as Wine, Mango and Chai.

Must. Have. A. Slogan. And so we’re back to staring at the banana trees. And all I can think is how lovely it is that I have these to stare at, rather than the blind wall outside the window of my first job, or even the Shanghai skyline in my last. It seems I’ve found my balance. Found my balance….Find your balance….hmmm we might be on to something here!