she wear
she wear is an Australian DTC footwear brand founded in 2013 that designs biomechanically engineered women's safety, work, and lifestyle footwear, accessories, and workwear, serving individual consumers and SMB buyers across trades including construction, healthcare, and hospitality.
- Company typePrivate
- Founded2013
- HeadquartersNorthgate, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What she wear does
she wear is an Australian direct-to-consumer footwear brand founded in 2013 that designs and sells women's safety, work, and lifestyle footwear, plus accessories, workwear, and PPE. The company was started by founder Stacey after identifying that no proper safety footwear existed for women in the Australian market; it began with two safety boot styles and has since expanded into a full multi-category product line. The brand serves individual consumers and SMB buyers across trades and industries including construction, healthcare, hospitality, manufacturing, agriculture, warehousing, and active lifestyle segments, with a stated customer base of "thousands of women."
The company's core technology is a proprietary biomechanical footbed system engineered specifically for female foot anatomy, including arch support, metatarsal dome, deep heel cup, structured midsoles, firm heel counters, and heel-to-toe pitch. Products are built on female-specific last construction rather than resized men's designs, and feature slip-resistant outsoles, 200 joule certified safety toe caps (steel and composite options), orthotic-friendly removable footbeds, and Oeko-Tex certified materials. Pricing ranges from $15 for accessories to $245 for premium certified safety boots, positioning the brand in the premium DTC tier. Distribution operates through owned e-commerce (shewear.com.au), one Brisbane retail showroom (Hamilton), and a channel partnership with Bunnings for safety boots across Australia, with international shipping to 20+ countries.
The business model is unit-based direct-to-consumer e-commerce supplemented by retail and wholesale channels, with Afterpay availability for Australian orders over $100. The company is privately held, founder-owned, bootstrapped with no external venture capital funding, and operates with 1-10 employees. It has accumulated multiple industry and design awards including Good Design Awards Gold, Women in Fashion Awards Innovation of the Year (2025), NRA Small Online Retailer of the Year (2023), and holds certifications including ASTM safety standards, BSI, Amfori BSCI, Sedex, and OEKO-TEX.
she wear firmographics
Firmographics- Name
- she wear
- Legal name
- she wear
- Website
- https://shewear.com.au
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- she wear is an Australian DTC footwear brand founded in 2013 that designs biomechanically engineered women's safety, work, and lifestyle footwear, accessories, and workwear, serving individual consumers and SMB buyers across trades including construction, healthcare, and hospitality.
- Ownership category
- akta.pro rank
she wear industry classification
Industry- Product category
- Women's Safety and Work Footwear
- NAICS
- Shoe Retailers (45821), Footwear Manufacturing (3162), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Shoe Stores (5661), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Footwear, (No Rubber) (3140), Women's, Misses', Children's & Infants' Undergarments (2340)
- akta.pro primary industry
- Work, Safety & Occupational Footwear (CRAAACAE)
- akta.pro secondary industries
- Comfort, Orthopedic & Medical Footwear (CRAAACAG), Comfort, Orthopedic & Medical Footwear Retail (CRAAADAG), Casual & Lifestyle Footwear (CRAAACAB)
Keywords
Where she wear is headquartered
LocationHeadquarters
- HQ city
- Northgate
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
she wear business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Footwear Sales: Direct-to-consumer sales of lifestyle shoes, work shoes, and safety boots through e-commerce and retail stores. One-time purchase model with products ranging from $143-$245.
- Accessories: Sale of complementary products including socks, underwear, shoe care products, and laces.
- Workwear: Sale of women's workwear including tops, pants, shorts, outerwear, and PPE items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lifestyle sneakers and slides ($143-$169 USD) |
| Unit Pricing | Pay-as-you-go | Work shoes ($202-$211 USD) |
| Unit Pricing | Pay-as-you-go | Safety boots ($181-$245 USD) |
| Unit Pricing | Pay-as-you-go | Accessories ($15-$43 USD) |
| Unit Pricing | Pay-as-you-go | Workwear ($51-$102 USD) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
she wear product offering
Product offeringCore offering
She wear designs and sells women's safety boots, work shoes and lifestyle footwear built on proprietary biomechanical footbed technology engineered specifically for female foot anatomy. The product range spans certified safety boots (composite/steel toe, pull-on, zip, lace-up, hiker and PR styles), occupational work shoes for healthcare and hospitality, supportive sneakers, walking shoes, hiking boots and slides, plus complementary accessories (bamboo socks and underwear, shoe care kits, laces) and women's workwear and PPE. Products are sold direct-to-consumer online, through the company's Brisbane retail store and via Bunnings distribution in Australia, with global express shipping.
Product overview
she wear is an Australian women's footwear brand that designs supportive shoes specifically for female feet. The product portfolio spans three main categories: Lifestyle Shoes (sneakers, slides, walking shoes, hiking boots), Work Shoes (occupational sneakers, chelsea boots, loafers), and Safety Boots (composite/steel toe, pull-on, zip, lace-up styles). Key products include the Rise platform sneakers, Supports 2 all-day comfort sneaker, Pace walking shoes, Trek hiking boots, Glide slides, and the Inspires/Achieves/Pursues/Does safety boot lines. The company also offers complementary products including organic bamboo underwear and socks, workwear, and shoe care accessories. Products are designed using bio mechanical principles with arch support, metatarsal domes, and deep heel cups, and include features like slip-resistant outsoles, water-resistant uppers, and orthotic-friendly removable footbeds.
Differentiator
Problem solved
Functional benefit
Products and services
- Lifestyle Shoes Range of supportive women's lifestyle footwear including sneakers (Rise, Pulse, Steps, Styles), walking shoes (Pace), hiking boots (Trek), lifestyle boots (Explores), slides/sandals (Glide, Wander, Chill) and vegan-friendly options, all built on she wear's biomechanical footbed platform. Designed for women who want all-day comfort, arch support, slip resistance and a versatile look across casual, walking and light outdoor use.
- Work Shoes Occupational women's work shoes designed for long shifts on hard floors in healthcare, hospitality and other professional settings. Includes all-day comfort sneakers (Supports 2), wide-fit work/leisure sneakers (Nurtures), walking shoes (Pace), zip-front work boots (Aspires) and supportive wide-fit work loafers (Assures), all featuring biomechanical footbeds, slip-resistant outsoles and orthotic-friendly construction.
- Women's Safety Boots Certified women's safety work boots for trades, construction, manufacturing, agriculture and other industries. Includes pull-on Chelsea boots (Inspires, Succeeds), zip-side boots (Achieves, Pursues, Excels), lace-up/hiker styles (Does), composite-toe safety shoes (Thrives), limited-edition safety boots (Strives) and vegan work boots (Considers). Features include 200-joule composite and steel toe caps, penetration-resistant midsoles, slip-resistant outsoles and certification to AS and ASTM safety standards.
- Organic Bamboo Socks and Underwear Women's organic bamboo apparel including no-show, everyday and thick long socks plus full-coverage briefs and racerback crop bras. Made from stretchy viscose bamboo fabric for softness, breathability and moisture management; available individually and as bundle offers.
- Footwear Accessories and Shoe Care Shoe care and accessory products for she wear footwear including a premium shoe care and cleaning kit in a neutral gift box, replacement rainbow and standard 1.5m boot laces, and gift cards.
- Women's Workwear and PPE Women's workwear and PPE including work shirts, work pants, work shorts, outerwear and jackets, plus safety glasses and other PPE items for healthcare and trade use. Coordinated with the footwear range for a complete uniform solution.
- Find Your Perfect Fit Quiz Self-serve online fit-assessment tool that guides customers to the most appropriate she wear shoe style based on their foot type, work and lifestyle needs, supporting product-led conversion on the DTC site.
- Virtual Fitting Appointments One-on-one video-appointment service delivered by she wear fit experts who advise customers on style, size and fit, mirroring the in-store fitting experience online and converting mid-funnel shoppers.
Quantifiable outcome
- 6% average return rate indicating high fit accuracy
- +1 more outcomes
Companies that use she wear
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles3 records
she wear technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
she wear partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BunningscoreSelect she wear women's safety boots are available in participating Bunnings stores across Australia. Find nearest location via stockists page.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
she wear competitors and assessment
Company assessmentDirect peers
- KEEN Footwear: US-based work and outdoor footwear brand with a substantial women's safety-toe (KEEN Utility) range and global DTC. Comparable on the work/safety + lifestyle crossover, slip-resistant technology, and female-targeted marketing.
- Aerosoles: Women's comfort footwear brand specializing in supportive everyday shoes with wide fit options, comparable to she wear's women's-specific fit features such as arch support and wide-fit work sneakers.
- Blundstone: Iconic Tasmanian-born boot brand with global distribution; comparable on work/lifestyle crossover, premium positioning, and DTC + wholesale channel mix, though Blundstone's portfolio is unisex-led versus she wear's female-first design.
- Mascot Workwear: European safety footwear and workwear manufacturer with strong female-line offerings, B2B procurement focus, and certified safety positioning — comparable to she wear's work shoes + PPE bundling strategy.
- Allbirds: DTC women's comfort footwear brand with sustainability credentials, biomechanical comfort story, and global e-commerce footprint — comparable operating model and audience overlap in active lifestyle.
- Steel Blue: Australia's leading safety footwear brand with broad distribution including workwear retailers. Most directly comparable peer given overlapping women's and men's certified safety boot categories and shared Australian trade-customer base.
- Vionic: US-based women's comfort and orthotic-friendly footwear brand built on biomechanical footbed technology — highly comparable to she wear's biomechanical footbed IP and orthotic-friendly removable footbed positioning.
Broad incumbents
- Hoka: Performance and lifestyle running brand with growing women's comfort/slip-resistant styles and vastly larger marketing budget; comparable on biomechanical midsole technology and women's lifestyle franchise expansion.
Regional players
- Hard Yakka: Australian heritage workwear and safety footwear brand, primarily male-led. Comparable in work/trade distribution channels in Australia but materially larger in scale and not female-first — a benchmark incumbent for category expansion.
Emerging players
- Muck Boot: Work and outdoor boot brand focused on waterproof, slip-resistant footwear for agriculture, construction and outdoor use; comparable to she wear on agricultural and trade target segments and durability positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
she wear social profiles
Digital presenceshe wear compliance and trust
Trust signalCompliance9 records
she wear financial estimates
Financial estimateRevenue estimate
Valuation estimate
she wear leadership team
Management profileNumber of profiles
Profiles1 record
she wear funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
she wear M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about she wear
What does she wear do?
She wear designs and sells women's safety boots, work shoes and lifestyle footwear built on proprietary biomechanical footbed technology engineered specifically for female foot anatomy. The product range spans certified safety boots (composite/steel toe, pull-on, zip, lace-up, hiker and PR styles), occupational work shoes for healthcare and hospitality, supportive sneakers, walking shoes, hiking boots and slides, plus complementary accessories (bamboo socks and underwear, shoe care kits, laces) and women's workwear and PPE. Products are sold direct-to-consumer online, through the company's Brisbane retail store and via Bunnings distribution in Australia, with global express shipping.
Is she wear a public or private company?
she wear is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was she wear founded?
she wear was founded in 2013. It employs 1 to 10 people.
Where is she wear based?
she wear is headquartered in Northgate, Australia, in the Oceania region.
How does she wear make money?
Three revenue lines are on record. Footwear Sales are the primary driver. The others are accessories and workwear.
Who are she wear's main competitors?
Direct peers on record are KEEN Footwear, Aerosoles, Blundstone, Mascot Workwear, Allbirds, Steel Blue and Vionic. Hoka is listed as a broad incumbent. Hard Yakka is listed as a regional player. Muck Boot is listed as an emerging player.
Does she wear have an API?
No public API is recorded for she wear.
What industry is she wear in?
she wear's product category is Women's Safety and Work Footwear. Its primary akta.pro industry code is CRAAACAE, Work, Safety & Occupational Footwear, with a secondary code of CRAAACAG, Comfort, Orthopedic & Medical Footwear. Its NAICS code is 45821 and its SIC code is 5661.