Historically we've strengthened that very British stiff upper lip with equally stiff shoes (think back.. what did you wear? Remember?) They are tough, they are black… or at best navy or brown but they will 'wear well' and last until spring…. Especially if fitted one size big to accommodate an otherwise unnecessary insole. Today children are beginning to speak up… they hurt! But as has already been widely covered in recent press the clever marketeers have the answers to that; give them a toy, make it flash…where ever possible meet up with the school's heads and governors and persuade them to specify their brand. Clever brand management worked for McDonalds and now as shoe fitters we are accomplices in encouraging this pester power to achieve the quick sale.

There are brands out there who don't heavily advertise their skill in this very British challenge. One of the quieter contenders in the field is Petasil, founded twenty years ago in Portugal.

Petasil have always been children's footwear specialists focussing entirely on the special needs of the growing foot. The brand is now being marketed internationally. In Britain Petasil have struck a successful alliance with HR Marrum and their current ranges are the results of what seems to be a successful partnership built on their joint wealth of experience and mutual respect. HR Marrum have applied their knowledge of the 'British' market to develop the range. An experienced yet youthful distributor they understand that the new generation of children have a voice and are beginning to demand comfort AND style. Oh and by the way…. The shoes fit… with growth and without an insole.

Marilla Elliott-Morris

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