Our story

HOW IT ALL STARTED

Hey there! Ever wondered what happens when friends with questionable decision-making skills decide to start a shoe company? Pull up a chair, this one’s for you.

It all started in a snowstorm on top of Finland’s tallest mountain, with a group of friends, a camper van, and a slightly wild idea. Turns out, freezing your toes off in Lapland is a great way to start thinking seriously about comfortable shoes.

Our founding team, Tammy and Ludo from Malibu, and Minna and Kalle from Finland, were friends on an adventure when Ludo, our resident ‘shoe dog,’ started sketching what would become our first design, the ZUMA Linen. Hannu, with his extensive international business experience, joined shortly after to complete our Founding Fab Five.

Our friends believed in the vision enough to invest actual money, so we thought, “How hard could running a company be?” Turns out, pretty challenging, but in the best possible way.

We headed to Portugal to find artisans who could turn our wild ideas into reality. We partnered with a family-run factory that shares our values of quality craftsmanship and sustainable production methods. By summer 2020, the first VIBAe shoes hit the streets, and now we have sold to over 275,000 comfort-loving people in more than 150 countries. To you too? If not, we should fix that.

VIBAe, which means ‘vibe’ in Finnish, is a feeling we try to bottle in every shoe. The little “e” stands for ergonomic, ecological, ethically made, but also effortless, easy, and especially for you and your feet. We are steadfast in our original mission: creating quality footwear that is kind to your feet and the planet, all while refusing to take ourselves too seriously.

Life is too short to walk in shoes that don't love your feet back, don't you agree?

Better inbox vibes await!

FRIENDS & FAMILY: THE REAL DEAL

Yes, we're actually run by friends and family. Yes, we sometimes fight. No, we don't have HR—we have group therapy. And yes, we want YOU to feel like part of this slightly dysfunctional but passionately committed family.

Ever wondered what it's like when wives, husbands, sisters and brothers, in-laws and friends run a global shoe company? How do we celebrate victories, navigate disagreements, or handle it when someone accidentally orders 10 shoes when we need a thousand?

That's why we created VIBAe REALITY—our weekly newsletter that pulls back the curtain on our chaotic, creative, sometimes catastrophic day-to-day operations. It's like your favourite reality show, but with better shoes and zero script approval. You get to REALLY know the humans and the lifestyle behind the footwear you're walking in.

We believe comfort unlocks confidence. That when your feet are happy, you walk taller—literally and figuratively. And when your head is held high, you believe in yourself. We want to give you that feeling, every single day.

 

Meet the Creatives – Going Deeper Behind the Scenes

MINNA OOZES STYLE

Minna claims she's “not focused,” yet she’s been building businesses and designing interiors for over 30 years. She is behind our social media, our photos and videos and the Helsinki store design.

Read what drives her—and how a little chaos fuels a lot of creativity.

Get some of Minna's passion here

Meet the Creatives – Going Deeper Behind the Scenes

THE SHOE DOG LUDOVIC MALMOUX

Ludo's first thought is always: Do we need another shoe? Our shoes are intended to be core in our collection and live for as long as demand exists—not built around seasons and as far away from fast fashion as possible.

In our journal, Ludo talks design values and why this moment when everyone's tired of fast fashion chaos, is exactly VIBAe's time.

Get to know the shoe dog here

Meet the Creatives – Going Deeper Behind the Scenes

ANNA IS HERE TO HELP

Creativity plays a big part in Anna's job when the address is: "next to the pharmacy."

How does she handle dealing with a customer base spread across over 150 countries and having her brother as her boss?

Read Anna's interview here