Founding

Anothersole was established in Singapore by Benny Chee and Phoebe Charn. According to Chee, the founders entered the footwear industry without prior experience or established connections in shoemaking, choosing instead to develop their own designs and build the business from the ground up.[3] The concept originated from a specific consumer pain point: while the founders appreciated the aesthetic of leather flats, they found conventional options uncomfortable. The company addressed this by replacing stiff synthetic materials with softer, breathable leather and substituting rigid bases with flexible soles.[2]

2016: Anytime Flats

The brand’s first major product, the Anytime Flats, was introduced in 2016. Based on the traditional leather Oxford shoe, the design was adapted with a more feminine silhouette and softer materials. This model became the foundation of the brand and has since evolved into multiple variations.[1] Rather than chasing rapidly changing fashion trends, Anothersole adopted a philosophy centred on timeless design. Co-founder Benny Chee has stated that the company is uninterested in conventional fashion cycles, preferring to create products that remain relevant for years.[1]

Anothersole’s identity is built upon four core principles:

• Comfort: Comfort is central to product development, with an emphasis on flexible construction, cushioning, and ergonomic footbeds.[2]
• Timeless Design: Products are positioned as wardrobe essentials intended to remain useful over long periods, rather than being driven by short-lived trends.[4]
• Quality and Craftsmanship: The brand prioritises premium leather, reputable tanneries, and construction techniques designed to enhance durability.[4]
• Social and Environmental Responsibility: Anothersole seeks to reduce virgin plastic use, collaborate with responsible suppliers, and incorporate sustainable materials into its offerings.[4]

This positioning places the brand between traditional leather footwear and modern comfort shoes; the aesthetic resembles classic fashion footwear, while the construction incorporates technologies typically associated with sneakers and performance gear.

A defining characteristic of Anothersole is the integration of dress-shoe aesthetics with sneaker-like comfort. Common features across the footwear line include:

• Soft leather uppers
• Flexible rubber soles
• Sports-oriented or ergonomic footbeds
• Breathable and lightweight construction
• Soles engineered for walking
• Leather sourced from certified or reputable tanneries
• Recycled or plant-based components in selected models[2]

The current product range encompasses several categories, including Anytime Flats, Travel Flats, Easy Loafers, Glove Flats, ballet flats, sandals, and sneakers.[5]

Anytime Flats

The Anytime Flats remain a signature concept, drawing inspiration from Oxford shoes but utilising a low-profile, flexible build. Current iterations include models such as Lucie II and Stella.[4] The Lucie II features smooth Argentinean leather, slim laces, and a breathable sports footbed, while the Stella is crafted from textured milled bovine leather with wider cotton ribbon laces.[4]

Travel and Packable Footwear

Travel is integral to the brand’s product philosophy. Certain footwear lines are marketed as lightweight and packable, with Travel Flats specifically designed to offer the polished appearance of formal shoes alongside the comfort and flexibility of casual footwear.[5]

Leather is fundamental to Anothersole’s product identity. The company uses premium leathers from reputable tanneries, emphasising material quality to ensure durability.[4] Product specifications frequently highlight LWG-certified full-grain leather, plant-based footbeds, recycled rPET linings, and flexible soles, though exact materials vary by model.[2]

This focus on leather craftsmanship distinguishes Anothersole from inexpensive mass-market alternatives. The brand positions its shoes as premium everyday products where value is derived from material quality, construction, comfort, and longevity.

While fundamentally a leather-footwear brand, Anothersole’s approach to comfort is heavily influenced by athletic footwear. Construction incorporates sports-grade cushioning, ergonomic footbeds, and flexible soles to enable customers to walk considerable distances without sacrificing the appearance of a conventional leather shoe.[4]

The brand’s central proposition can be summarised as combining a classic leather-shoe appearance with sports-inspired comfort and everyday versatility. Shoes are designed for work, travel, and daily activities rather than specific fashion seasons.[2]

Sustainability is an increasingly visible aspect of Anothersole’s positioning. The company is working towards more responsible production through several initiatives:

• Reducing the use of virgin plastics
• Utilising recycled materials where appropriate
• Incorporating plant-based components in selected products
• Partnering with responsible suppliers
• Selecting materials with sustainability considerations
• Designing products for extended usefulness[4]

It is important to distinguish these commitments from independently verified claims regarding overall environmental impact. As leather footwear remains a resource-intensive category, Anothersole’s approach is best understood as an effort toward responsible sourcing and materials rather than a claim of total sustainability.

Social responsibility is embedded in Anothersole’s corporate identity. Through its #Buy1Feed1 initiative, purchases contribute to supporting children in need. The company allocates 10% of profit to this giving programme, with a stated goal of providing $1 million to children in need.[2]

This focus on social impact dates back to the company’s inception. Co-founder Benny Chee has noted that the founders intended for charitable giving to be intrinsic to the business model from the start, rather than an afterthought.[3]

Although founded in Singapore, Anothersole has developed a substantial international customer base. Its retail footprint includes physical stores in both Singapore and the Philippines, complemented by e-commerce operations serving multiple markets.

In the Philippines, Anothersole operates brick-and-mortar locations at Shangri-La Plaza, SM Mall of Asia, SM Megamall, and Greenhills Mall.[4] The brand’s international website also lists the Philippines as a key market, reflecting its evolution from a local Singaporean label to an international direct-to-consumer brand.[5]

Anothersole occupies a distinct niche in the footwear market. Despite using premium leather, it is not primarily a luxury label, nor is it a traditional athletic-shoe company. Instead, it functions as a premium everyday footwear brand.

The target demographic comprises individuals seeking shoes that transition seamlessly between work, commuting, travel, walking, and casual occasions without requiring multiple pairs. This functional requirement drives the brand’s consistent use of neutral colours, simple silhouettes, leather construction, and comfort-oriented soles.

Since its launch, Anothersole has built a significant customer base, claiming sales of more than 500,000 pairs worldwide via its Singapore site.[2] Customer reviews consistently highlight three attributes: comfort, appearance, and durability. Models such as the Lucie II, Stella, and Paloma have accumulated extensive feedback.[2]

The brand has also received media coverage in the region, including features by CNA Lifestyle, which examined its reputation for leather lace-up flats and its strategic avoidance of fashion-cycle-driven development.[1]

Anothersole operates a hybrid model combining direct-to-consumer e-commerce and physical retail. Online channels facilitate international sales, while physical stores in the Philippines and elsewhere allow customers to experience sizing and fit firsthand. The company supports this model with policies such as free shipping, returns, and product guarantees in various markets.[5]

Direct customer relationships are particularly vital given the personal nature of footwear fit. Anothersole provides detailed sizing guidance and notes that some leather shoes may initially feel snug before softening and adapting to the wearer’s foot.[4]

Key defining characteristics of Anothersole include:

1. Singaporean Origins: Founded by Benny Chee and Phoebe Charn.
2. 2016 Launch: Debuted with the Anytime Flats.
3. Leather Focus: Premium leather is central to brand identity.
4. Comfort-First Construction: Flexible soles and sports-inspired footbeds distinguish it from conventional fashion flats.
5. Timeless Styling: Deliberate avoidance of heavy reliance on seasonal fashion cycles.
6. Travel Orientation: Lightweight, flexible designs cater to frequent walkers and travellers.
7. Social Impact: The #Buy1Feed1 initiative integrates charitable giving into the business model.
8. International Presence: Expansion beyond Singapore into markets including the Philippines.[1][2]

1. Singaporean footwear brand Anothersole: ‘We are not interested in fashion cycles’ – CNA Lifestyle
2. Leather shoes for women in Singapore – Anothersole – Anothersole SG
3. Anothersole creates comfortable footwear while doing good | Tatler Asia
4. About Anothersole | Comfortable Shoes Designed for Everyday Movement – Anothersole.com
5. Best Everyday Shoes – Anothersole – Anothersole INTL