Freedom Moses is an Israeli footwear and lifestyle brand best known for its colorful, lightweight, two-band slide sandals. Founded in Tel Aviv by French-born designer Sarah Gurt, the label combines casual footwear with a broader philosophy centered on freedom, comfort, inclusivity, playfulness, and a relaxed approach to life.[1]

While the company generally cites 2014 as its founding year, some corporate and trademark records list 2015 as the period of formal registration.[1][7]

Founding

Freedom Moses was created by Sarah Gurt, a Paris-born footwear and fashion designer. Prior to establishing the brand, Gurt worked in the fashion industry and gained experience with major houses including Thierry Mugler, Calvin Klein, and Oscar de la Renta.[2]

Gurt relocated to Tel Aviv in 2014, where she experienced a significant lifestyle shift from the fast-paced fashion environments of cities like Manhattan to the more relaxed, beach-oriented atmosphere of her new home. Freedom Moses emerged from her desire to translate this new lifestyle into a fashion brand.[1]

The name contains a deliberately playful biblical reference. According to Gurt, she imagined Moses walking through the desert wearing colorful slides and leading people toward freedom. This fantasy served as the conceptual starting point for the brand.[2]

Rather than creating conventional fashion footwear, Gurt aimed to develop colorful, comfortable everyday slides that would appeal across age, gender, and social status.[3]

The central idea behind Freedom Moses is “chill.” The company does not present its sandals merely as functional footwear but as part of a relaxed lifestyle, encouraging consumers to take a break from the pressure and seriousness of everyday life.

Its official “10 Chill-Mandments” include principles such as:

• Freedom is a state of mind
• Love animals
• Embrace diversity
• Be good
• Keep it sweet
• Step into the unknown
• Do your own thing
• Don’t take life too seriously
• Smile[3]

This philosophy positions Freedom Moses closer to a lifestyle brand than a conventional sandal manufacturer. Its branding is intentionally irreverent; while the name invokes Moses and commandments, the brand jokingly replaces religious tenets with its own “Chill-Mandments,” resulting in a visual and verbal identity centered on freedom, humor, relaxation, and individuality.

The product that defines Freedom Moses is its molded two-band slide sandal. The silhouette is deliberately simple: an open-toe shoe with two broad bands across the foot and a thick molded sole. Instead of relying on complicated construction, the design emphasizes:

• Lightweight construction
• Easy slip-on wear
• Everyday comfort
• Waterproofing
• Washability
• Casual styling
• Bright colors and patterns

Freedom Moses states that its slides use air-injected construction to achieve lightness while providing cushioning and support. The footbed incorporates a cross-hatched texture intended to prevent slipping when wet.[3] The slides are also known for a distinctive milk-and-honey scent, an intentional reference to the biblical imagery associated with the brand’s Israeli roots.[4]

A key differentiator for Freedom Moses is its approach to color. Rather than treating sandals as basic neutral footwear, the brand makes the slide itself a fashion statement. Collections have included:

• Solid colors
• Pastels
• Bright primary colors
• Metallic finishes
• Animal-inspired patterns
• Tie-dye
• Floral prints
• Seasonal prints
• Platform versions
• Clog-style footwear
• Cozy/winter-oriented footwear

The current product range includes collections such as Classic Freedom, Paz, Kieff Clogs, X, and High, demonstrating how the original slide concept has expanded into different silhouettes.[3] The brand describes its products as genderless and ageless, with styles intended for both adults and children.[1]

Sustainability is a major component of the brand’s positioning. Freedom Moses describes its slides as 100% vegan and cruelty-free and states it is continually working to reduce the environmental impact of its products.[3]

Vegan Construction

The brand avoids animal-derived materials and positions its footwear as strictly vegan.[3]

Recyclability

Freedom Moses states that its slides can be recycled, making the end-of-life stage part of its sustainability proposition.[3]

Responsible Manufacturing

The company reports that its suppliers undergo checks concerning workplace conditions, equal treatment, and risks related to child and forced labor. Its largest manufacturing and material supplier is located in China, while its wider supplier network is distributed internationally.[3]

Freedom Moses acknowledges that it is not a perfect or fully sustainable company, describing sustainability as an ongoing process of improvement rather than a completed goal.[3]

Although the brand has a strong fashion identity, comfort is arguably its most important product proposition. The slides are designed for situations ranging from everyday city wear to beaches, pools, vacations, and casual home use. Their waterproof construction and washable surface make them particularly suited to environments where conventional fashion footwear may be inconvenient.[3]

This combination of fashion and practicality is central to the brand’s appeal. Rather than positioning itself as luxury footwear, Freedom Moses occupies a space where a relatively simple product becomes distinctive through color, branding, comfort, and lifestyle storytelling.

Freedom Moses has intentionally positioned itself as an inclusive brand. Its products are designed to be:

• Genderless
• Ageless
• Casual
• Accessible
• Colorful
• Easy to wear

The product range includes sizes for toddlers, children, and adults, giving it a broad audience that spans fashion-conscious young consumers, families, and those primarily interested in comfort.[3]

Marketing efforts are built around the concept of “chill” rather than traditional fashion prestige. Instead of emphasizing exclusivity, heritage, craftsmanship, or luxury, communication tends to emphasize:

Freedom → Comfort → Color → Fun → Individuality → Relaxation

This positioning has helped distinguish the brand in the increasingly crowded casual-footwear market. The sandals have been worn by recognizable entertainment personalities, including Hilary Duff, Emma Roberts, and Claire Danes, contributing to the brand’s visibility in popular culture.[2]

Collaborations

Freedom Moses has expanded beyond its core collections through collaborations. One example is its partnership with fashion designer Jonathan Simkhai, which produced printed slides featuring tie-dye and floral designs. This collaboration maintained the brand’s vegan and recyclable product positioning while connecting it with a contemporary fashion label.[3]

These partnerships demonstrate a key aspect of the brand strategy: taking an uncomplicated everyday sandal and turning it into a fashion canvas.

Although Freedom Moses originated in Tel Aviv, it has developed a significant international retail presence. A 2023 WIPO case described Freedom Moses Ltd. as a fashion company specializing in footwear and reported physical stores in 27 countries, with products distributed through more than 1,000 online shopping platforms and shops at that time.[5]

Philippines

Freedom Moses officially entered the Philippine retail market in 2022, opening its first local retail stores. Local coverage described it as an Israel-based footwear brand and highlighted its colorful two-band slides, vegan construction, recyclability, waterproof characteristics, and PETA approval.[1]

The Philippine launch is notable because the brand’s colorful, tropical, and casual aesthetic aligns naturally with a warm-weather market where slides are commonly worn as everyday footwear.

Freedom Moses is associated with Freedom Moses Ltd., an Israeli company, and its origins and brand identity remain strongly connected with Tel Aviv. LinkedIn lists its headquarters as Tel Aviv and describes the company as privately held.[6]

The brand’s U.S. online operation identifies itself as Freedom Moses LLC, based in Florida.[3] This distinction is relevant because “Freedom Moses” functions both as a brand name and as part of a wider corporate structure serving different markets.

Freedom Moses occupies a distinct position in the footwear sector because its product is technically simple. Its competitive identity does not stem from complicated technology or high-fashion construction but from combining several straightforward ideas:

A basic slide + strong colors + comfort + vegan materials + playful branding + lifestyle storytelling

The company effectively transformed the humble pool slide into a fashion and lifestyle product.

• 2014 — Foundation: Sarah Gurt moves to Tel Aviv and establishes the concept that would become Freedom Moses.[1]
• 2015 — Corporate/trademark development: Freedom Moses Ltd. appears in corporate and trademark records, with U.S. trademark records identifying first use of the mark in 2014.[7]
• Late 2010s — International growth: The brand develops its colorful vegan slide concept and expands internationally.
• 2021 — Sustainability/social initiatives: Freedom Moses highlights partnerships involving women’s empowerment, reforestation, and youth mental-health initiatives.[3]
• 2022 — Philippines expansion: The brand launches its first Philippine retail stores.[1]
• 2023 — Global footprint: WIPO documentation describes physical stores in 27 countries and distribution through more than 1,000 online shopping platforms and shops.[5]
• 2020s — Category expansion: Freedom Moses expands beyond its original slides into platforms, clogs, and seasonal footwear while maintaining its core “chill” identity.[1]
• 2026 — Current brand: The brand continues to sell its signature slides alongside newer collections and maintains vegan, cruelty-free, and sustainability-focused positioning.[1]

1. Manila Bulletin – Freedom Moses launches first retail stores in the Philippines
2. La designer Sarah Gurt : d’Oscar de la Renta à la marque de sandales Freedom Moses
3. About Freedom Moses
4. Freedom Moses | CAST
5. WIPO Case No. D2023-2058
6. Freedom Moses | LinkedIn
7. FREEDOMMOSES Trademark of FREEDOM MOSES LTD – Registration Number 5120582 – Serial Number 86768522 :: Justia Trademarks