Restoring comfort, reducing waste

- Giving your shoes a full lifetime.

We aim to disrupt the current shoe industry by increasing shoes life-cycle, incentivising less production and less waste.

Our values

  • Responsibility

    We want to take responsibility for our planet and for the people who live on it.

    This is reflected in our mission to extend the lifespan of shoes, reducing both waste and overconsumption.

    Our sense of responsibility also guides how we choose our partners and retailers.

    We exclusively collaborate with those who share our values and operate in accordance with international legal principles and fair, peaceful trade practices.

  • trust

    We build trust through action, by consistently delivering on our promises and by putting our customers’ and partners’ needs at the centre, without ever compromising our core values.

    Trust is the foundation of our relationships and the heart of everything we do.

  • innovation

    We are dedicated to developing and improving our products, always with a focus on functionality, design, and the environment.

    Through innovation, we create solutions that make it easy for consumers to make greener choices.

    Our ambition is to produce heel inserts from increasingly sustainable materials and in a wider range of variants, from children’s shoes to sportswear and for the dance floor.

    A huge thank you

    If you're reading this, you should know that we're extremely happy to have you here. Since 2022, we've slowly been growing Heel Me, attending events, creating new partnerships, and most of all: helping people extending the life of their shoes. We just cant wait to see where this project goes, and hopefully make an impact on reducing the global shoe industry's waste. It's a long journey, so grab a cup of tea and enjoy reading a little about us. The best wishes from Laura and Mikkel.

    This is where it all started

    Back in 2021, I wanted to find a solution to the everlasting problem of my shoes being damaged at the heel. I realised that the usual reason for purchasing new shoes wasn't because of dirt or a worn-out sole, but rather the annoying, pain-inflicting feeling of walking with the inside of a shoe ripped open.

    To tackle this problem, I tried applying tape, double-layered socks and blister patches, but it started to get tedious. So, instead, an idea for an inlay started to form, not for the bottom of the feet, but as an attachment to the heel area, preventing the holes and friction from ever happening.

    Going to the local textile shop, I started producing with faux leather and some glue, the prototypes that started it all. I got friends and family to try out the prototypes, and soon landed on something actually useful. Many months later, the first batch arrived from a producer, and the grounds for Heel Me were born, launching the website & business in 2022.

    Heel Me is growing!

    Heel Me started growing rapidly in 2024. Partnerships with Danish stores within the sneaker environment and outdoor community were created, resulting in Heel Me being available in 35+ physical stores in Denmark. The same year, a collaboration with Roskilde Festival was made, providing Heel Me patches to festival goers from around the world. While being Danish and living in Denmark, I’ve always had the ambition of Heel Me helping people outside Danish borders, so in 2024, I launched the European website, so I could provide Heel Me patches to everyone in Europe. The first 10,000 pairs sold out faster than expected, and today, thanks to you and the amazing Heel Me community, we’ve reached over XX pairs sold. I owe every single customer a huge ‘thank you’ for the love and support. Heel Me simply wouldn’t be where it is today without you.

    Where is Heel Me now?

    In 2025, I got an amazing partner on board for the Heel Me journey. Her name is Laura, and with years of experience in the entrepreneurial world, she has brought a fresh strategic perspective to the company. With an extra focus on the customer experience, a physically broader access to Heel Me through partner stores, and innovating future products, we can’t wait to see where 2026 will take us. We hope you will stay with us on this journey and become a part of our heeling community!