A conversation with founder of FRANKIE4, Caroline McCulloch.

Comfort is key for so many people when it comes to shoes, but you don't want to compromise on design. I can't tell you how many years I have walked around New York in uncomfortable shoes for the sake of fashion. Can you talk about your inspiration behind starting FRANKIE4?

FRANKIE4 was founded by my husband and I, and first sold out of our podiatry clinics that we operated in Brisbane, Australia. For many of those years, we sold a range of other footwear brands to help complement our patients' treatment. However, I believed, through combining science and style, I could create shoes that were not only good for the sole, but were styles that our customers and patients (women in particular) would actually love to wear. So, using my knowledge of podiatry and the countless shoes I had fitted, I set out to work on my first prototypes. My goal was always to make footwear where I could help alleviate, cure or prevent foot pain for many more women than just the patients we treated in our clinics.

Can you share more details about how comfort is a priority when designing each style? I love this idea of customizable soles.

Our Sole Hero Footbeds lifts, cradles and cushions the heel, while its arch support goal is to help with better lower limb alignment. Cleverly hidden in the design are two-zones of cushioning, with the aim to prevent pain points. You’ll find our revolutionary footbed built into all sandals and heels, and adjustable in boots, sneakers and most flats. Thanks to our Sole Hero™ Footbeds, investing in FRANKIE4 footwear has become a simple first step in tackling pain and reducing foot woes.

We’ve reached a time where you can customize your skin care routine, your makeup, even your hair care, now the ability to adjust your footwear is here for women to experience. Included in most enclosed FRANKIE4 styles is our Sole Saver Pack. This clever pack includes full length footbeds, half footbeds, and forefoot cushions. With these components you are able to modify the fitting and feel under foot to suit your foot type, whether wide, narrow, or somewhere in between. You may even have two very different feet, maybe one has a bunion, so now you can suit each foot individually. It’s all included in the box - just check for the ‘Sole Saver Pack’ icon on each product page.

I love how the environment is also considered, since I know the shoe industry can have a negative impact. Can you talk more about why this was important to you and the brand’s mission when it comes to sustainability?

FRANKIE4 exists to support the wellbeing of women worldwide. We’re on a journey to create styles that maximize comfort and positively support the communities in which we operate, whilst minimizing our impact on the planet. It’s important to note that the fashion industry runs on consumption and newness. For this reason, we don’t call ourselves a sustainable brand. Instead, we take responsibility for our global footprint and engage in responsible business practices.

Our top responsible practices include. 1. Responsible leather sourcing: We’re members of the leather Working Group (LWG). 2. The use of recycled cotton: From March 2023 onwards, all FRANKIE4 sneakers produced include shoelaces made from recycled cotton. 3. Upcycling materials: For example, the footbeds in the majority of our slides are made using rice husk, and we use a textile called rPET for forefoot lining that’s made from recycled PET plastic. This means to date, we’ve saved over an estimated 1,000,000 post-consumer waste plastic bottles from landfill. 4. Minimizing waste in the supply chain: Our footwear supplier aims to minimize waste through considered sourcing practices and reporting. 5. Our packaging: For styles produced from March 2023 onwards, we’ve eliminated the use of single use plastics from packaging, and our shoeboxes, stuffing paper, and printed wrap are made from recycled materials (curbside recyclable). 6. Giving old shoes new life: Here in the US, pre-loved shoes will be given new, meaningful life with us through Ridwell’s domestic recycling partners. We accept ALL shoe brands, not just FRANKIE4. Worldwide, we’ve saved over 20,000 pairs through additional recycling partnerships in Australia. We also have many exciting projects in-flight, including a B Corp application.

This might seem rudimentary, but what should people look for when shopping for shoes?

In addition to a custom fit, quality materials, arch support, and targeted cushioning, it’s important to regularly update your wellness routine—start with your foundation, what you stand on. Your shoes truly matter.

The questions we like to ask include:

How many hours, on average, are we wearing our shoes every day?
When was the last time we updated our go-to pairs?
Are our shoes fitting correctly?
Are we someone who invests in their wellness in every other aspect, but forgets about the quality of our own shoes?

Vogue summed it up best - “The new way of thinking about shoes, and the impact they have on our overall wellness, should consider the science and style behind the shoe…”

The brand has really taken off since you introduced your first products. What do you know now that you wished you knew then about running your own brand?

It’s about community and it’s about teamwork, there comes a point when it takes a wider support network and you just have to keep believing in your mission. It feels like every day is an exciting next step in our ongoing vision to empower women to enjoy the freedom of both comfort and style, all day, every day. We hope to continue to create convenient and beautiful hubs (online and brick-and-mortar stores) of feel-good shoes and fantastic staff, so that we can continue to support women in focusing on their wellness, starting at their soles.

How would you describe the brand in three words?

Innovation, science, and style.

Behind the Brand | FRANKIE4