KIRA

What KIRA does

KIRA, legally Naturewear OÜ, is an Estonian sustainable footwear and activewear brand headquartered in Tartu that designs and sells boots, sneakers, ballerinas, loafers, sweatshirts, and accessories built around a "Leave No Trace" sustainability narrative. Its core product technology combines recycled tire outsoles, Coolmax moisture-wicking linings, recycled textile uppers, and Oeko-Tex certified microfibers, with products carrying GRS, Oeko-Tex Standard 100, and V-Label certifications. Footwear is manufactured at Samelin AS in Vahi, Tartumaa, a facility with over 30 years of military and hiking boot production experience, while the KIRA Nova sneaker line is co-developed with Italian shoemaking partners; materials are sourced from Spain, Italy, the Netherlands, and Estonian suppliers for packaging and laces.

The company sells primarily direct-to-consumer through a Shopify-powered storefront at kirashoes.com, with pricing ranging from €79 for ballerinas to €169 for the Chelsea Rebel and KIRA 8.0, plus €69 for hand-painted sweatshirts; it accepts card payments, bank transfers, and installment plans via Inbank, and runs a small number of payment rails across Estonia, Finland, Latvia, Lithuania, and Poland. The brand is also available through three Estonian retail partners — Eesti Disaini Maja in Tallinn, Disainipood HOPP in Tartu, and Hertwill OÜ (saapavabrik.ee) — and through a warehouse showroom in Tartu by appointment. It serves environmentally conscious consumers seeking durable, comfortable footwear, with messaging emphasizing military-grade durability, wider-than-average lasts, and BCome-verified environmental impact data. KIRA holds no disclosed external funding, is bootstrapped and founder-controlled, and operates as a private limited company with no subsidiaries.

Name

KIRA

Legal name

NATUREWEAR OÜ

Website

https://kirashoes.com

Company type

Private

Operating status

Operating

Short description

KIRA is an Estonian sustainable footwear and activewear brand (Naturewear OÜ) that designs and sells boots, sneakers, ballerinas, loafers, and sweatshirts made from recycled and certified eco-conscious materials, manufactured domestically at Samelin AS and sold direct-to-consumer via Shopify and select Estonian retailers to environmentally conscious consumers seeking durable, comfortable products.

Ownership category

akta.pro rank

Product category

Sustainable Footwear

NAICS

Shoe Retailers (45821), Footwear Manufacturing (3162)

SIC

Retail-Shoe Stores (5661)

akta.pro industry

PRIMARYCRAAACAH

Sustainable & Eco-Friendly Footwear

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Brands & Manufacturing

SECONDARYCRAAACAB

Casual & Lifestyle Footwear

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Brands & Manufacturing

SECONDARYCRAAACAD

Outdoor & Hiking Footwear

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Brands & Manufacturing

SECONDARYIMAOAIAA

Athletic Footwear Manufacturing (Running/Training/Court)

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Footwear Manufacturing (Including Athletic & Safety)

Keywords

• Sustainable footwear
• Recycled material shoes
• Vegan leather boots
• Eco activewear
• Military grade footwear

Headquarters

HQ city

Tartu

HQ country

Estonia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Footwear Sales: Primary revenue stream from selling sustainable boots, sneakers, ballerinas, and loafers. Products range from €79 to €169, with various models and colors available. Direct-to-consumer sales through e-commerce.
2. Activewear Sales: Secondary revenue from sweatshirts and activewear made from recycled materials. Hand-painted sweatshirts priced at €69.
3. Gift Cards: Digital gift cards available in €25, €50, €100 denominations, with custom values available upon request.
4. Accessories: Boot laces and other accessories sold as supplementary products.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

KIRA designs, manufactures, and sells sustainable footwear — including Chelsea boots, military-style boots, loafers, ballerinas, and sneakers — alongside a small activewear line of recycled-fabric sweatshirts and accessories such as boot laces and gift cards. All footwear is produced at the Samelin AS facility in Vahi, Estonia, using recycled tire outsoles, recycled textile uppers, and Coolmax lining under a military-grade manufacturing process, and is sold primarily direct-to-consumer via kirashoes.com with supplementary retail in Estonia.

Product overview

KIRA is an Estonian sustainable footwear and activewear brand founded by two friends. The product portfolio centers on military-grade durability combined with Nordic minimalist design, all produced in Estonia. Footwear offerings include multiple boot lines (Chelsea 3.0, Military 7.0, 8.0, and seasonal variants like Chelsea Rebel), ballerina flats, loafers, and sneakers (Nova line). The activewear line features sweatshirts made from recycled materials with GRS and Oeko-Tex certifications. Accessories include boot laces and gift cards. All footwear is manufactured at Samelin AS in Tartu with over 30 years of military boot production experience. The brand emphasizes eco-conscious materials, responsible sourcing, and minimal ecological footprint ('Leave No Trace' philosophy), with BCome sustainability platform integration for environmental impact measurement.

Differentiator

Problem solved

Functional benefit

Products and services

• KIRA Chelsea Boots 3.0 Classic Chelsea boot with deep-cleated sole for durability and shock absorption, Coolmax lining for temperature regulation and quick drying, and a leather-like microfiber upper that is breathable, washable, and durable. Made in Estonia with a 2-year warranty.
• KIRA 7.0 Military Edition Boots Military-style boot co-developed with military experts, featuring superior comfort for long shifts, non-slip grip, breathable materials, quick on/off design, leather-like CO2-reduced upper with Oeko-Tex certification, and textile upper. Sold by pre-order only.
• KIRA 8.0 Chelsea Boots Taller Chelsea boot with timeless and elegant design, effortless style and comfort, and brown natural leather upper lining. Easy to maintain and suitable for every occasion. Available via waiting list as of 2025.
• Chelsea Rebel Seasonal Chelsea-inspired boot with lightweight sports-style sole, extended shaft for cold/wind protection, side zipper, Coolmax lining, microfiber upper, and vegan-friendly four-season construction. Priced at €169.
• KIRA Loafer

Quantifiable outcome

• 96% less water used compared to industry standard for sweatshirt production (equals 288 days of personal water consumption per pair)
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Samelin AScoreStrategic or Co-development PartnerKIRA footwear is manufactured in Samelin AS production facility in Vahi, Estonia. Samelin has over 30 years of experience manufacturing high-quality military and hiking boots worldwide. This is the primary manufacturing partnership for all KIRA boot products.
• BComecoreStrategic or Co-development PartnerInternational sustainability platform founded in Spain in 2019 that measures environmental impact of products including water usage, global warming, eutrophication, and resource depletion. KIRA is the first and only Estonian company on the platform. BCome has measured over 1 million products for brands including Ecoalf, Thinking Mu, and Axel Arigato.
• Italian Shoemaking PartnerscoreTechnology or IntegrationPartnership with Italian shoemaking experts for KIRA Nova sneakers, combining Italian craftsmanship with KIRA's sustainable design philosophy. Italian partners have specialized skills in leisure footwear passed down through generations.
• Disainipood HOPPminorChannel Partner/ Reseller/ DistributorDesign store retailer in Tartu (Küüni tn 4) selling KIRA products.
• Eesti Disaini Maja (Estonian Design House)minorChannel Partner/ Reseller/ DistributorEstonian Design House retail location in Solaris Keskus, Tallinn where KIRA products are available.
• Hertwill OÜminorChannel Partner/ Reseller/ DistributorReseller partner operating saapavabrik.ee, distributing KIRA boots.
• ShopifycoreTechnology or IntegrationE-commerce platform powering kirashoes.com online store.
• Maksekeskus AScoreTechnology or IntegrationAuthorized payment collector processing payments for KIRA e-commerce transactions.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Veja: Veja is a French sustainable sneaker brand focused on ethical sourcing, recycled materials, and transparent supply chains. Like KIRA, Veja targets eco-conscious consumers with premium sustainable footwear sold DTC and through select retail.
• Allbirds: Allbirds is a US-based sustainable footwear brand that, like KIRA, emphasizes eco-friendly materials, durability, and DTC sales. Both target environmentally conscious consumers seeking comfortable, ethically produced everyday footwear.
• Flamingos Life: Flamingos Life is a Spanish sustainable vegan sneaker brand using recycled and natural materials. Targets similar eco-conscious consumers and competes in the European sustainable footwear DTC space.
• Axel Arigato: Axel Arigato is a Scandinavian minimalist sneaker brand mentioned alongside KIRA on the BCome sustainability platform. Both brands emphasize clean Nordic/European design, premium materials, and sustainability credentials.
• NAE Vegan Shoes: NAE is a Portuguese vegan and sustainable footwear brand with similar ethical positioning (Oeko-Tex, recycled materials). Comparable to KIRA in product range (boots, sneakers, loafers) and vegan certification approach.
• SAYE (Saye Modelo): SAYE is a Barcelona-based sustainable sneaker brand using recycled materials and local European production. Directly comparable to KIRA Nova sneakers in target customer, price point, and sustainability messaging.
• Vivobarefoot: Vivobarefoot is a UK-based minimalist barefoot footwear brand with sustainability focus. Like KIRA, emphasizes wider lasts, natural foot positioning, and durable eco-conscious construction.

Broad incumbents

• Thinking Mu: Thinking Mu is a Spanish sustainable clothing brand using organic and recycled materials, also on BCome. Comparable to KIRA in sustainable material sourcing and European DTC positioning, though broader in apparel.
• Ecoalf: Ecoalf is a Spanish sustainable fashion brand using recycled materials across apparel and footwear; partners on BCome platform. Compares to KIRA as a broader apparel-and-footwear sustainable brand with similar material innovation focus.

Others

• Samelin AS: Samelin AS is KIRA's primary manufacturing partner, producing military and hiking boots from Estonia for 30+ years. Relevant as a strategic supplier rather than a competitor, but indicative of KIRA's production capabilities and capacity for scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCPYy6PvRp1lE0ePGceXWyNw
• Facebookfacebook.com/Kira-Sustainable-471758096925433
• Instagraminstagram.com/kira_sustainable

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KIRA