Children’s brand Ten Little launches an adapted online store

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Children’s brand Ten Little announced this week the launch of a responsive store on its direct-to-consumer website.

The brand — which was launched in 2020 by moms and former Jet.com execs Fatma Collins and Julie Rogers — aims to address a common problem for kids who wear AFO and SMO orthotics or custom insoles.

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“Our program is designed to make mobility and independence accessible to kids of all shapes and sizes, so parents and their little ones can focus on the things that matter most,” the brand said in a statement. . “We’ve always known that every child is unique – and our Adaptive program is here to celebrate that.”

To that end, Ten Little is now allowing parents to create a custom pair of its Everyday Original sneakers, selecting different sizes for left and right feet. It also sells Velcro strap extenders that can be applied to shoes to improve fit, and replacement insoles also come in different sizes. Retail prices are $39 for a pair of sneakers, $6 for a set of four extenders, and $6 for the pair of insoles.

Through the Adaptive Shop, customers can choose from the three most popular colors of the Everyday Original vegan leather sneaker: brown, navy and purple.

Ten Little sells strap extenders and separate insoles in their adaptive store.  - Credit: Courtesy of Ten Little

Ten Little sells strap extenders and separate insoles in their adaptive store. – Credit: Courtesy of Ten Little

Courtesy of Ten Little

The focus on inclusive design continues to grow in the footwear industry, especially when it comes to adaptive products. Dozens of shoe brands have reinvented some of their most popular styles for customers with special needs by incorporating features like zippers, hook-and-loop closures and larger pull tabs.

The push was particularly strong in the children’s category. One of the early promoters was Billy Footwear, which launched in 2015 with its zipper shoe concept. Other labels have also joined the movement, including Stride Rite, Converse, Steve Madden and Ugg, all of which offer kids’ styles on the Zappos Adaptive site.

As for Zappos, which launched its responsive site in 2017, the e-commerce giant continues to support the disability community through product development efforts and its support of the Special Olympics.

A report by Coresight Research predicted that the global disability fashion market could reach $350 billion by 2023. And in the United States alone, that figure could reach $55 billion.

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