About us – A story that walks barefoot

We are a family of five, and our story begins with our youngest son.

He was born with a foot deformity and we started treatment when he was just 20 days old. Unfortunately, the first steps were not the right ones – incorrect treatment in Belgrade did more harm than good.

Luckily, we found a solution in time and went to Vienna, where one of the best European doctors operated on him at just two months old. When it was time for him to take his first steps, the doctor gave us advice that changed everything:

“Let him wear barefoot shoes, it will help his feet develop properly.”

We had never heard of barefoot shoes before. But that day, after the check-up, we happened to come across a store in Vienna. We tried them, bought our first pairs, and were thrilled – lightness, flexibility, the feeling of the ground under our feet…

Okay, we overdid it a bit, walked for six hours and ended up with sore muscles, but it was clear – this is something special.

Upon returning to Belgrade, we started researching and realized that barefoot shoes didn’t exist in Serbia. And that’s where it all started – we decided to be the ones to change that.

First shop? Only 17m², WC and storage included!
First brand? Belenka and Barebarics
First customers? People who had been part of the barefoot world for years, from whom we learned a lot as well.

Just a year later, it became cramped. The decision? Go big or go home.

In April 2023, we opened a store in the Galerija Shopping Center, and today we offer more than 10 barefoot brands.

We are growing together with you – and with great joy, in May 2025, we opened our second store, in New Belgrade. Another place where we will take steps together toward healthier and more natural feet.

We are still fighting, like every entrepreneur, but one thing remains unchanged – our mission.

We want to raise awareness among as many people as possible about the importance of natural movement and foot health. Because healthy steps lead to a happier life.

Thank you for being part of this story!