Discover how STINAA.J was created. Our founder, Stina, shares how the idea of rethinking high heels through movement, structure, and innovation first came about, why she decided to leave her career in PR, and what it took for her to truly believe in her dream. Here is the story behind STINAA.J, told by our founder, Stina Andersson.
So Stina, tell us the story!
I have always been inspired by entrepreneurs and by the way they turn passion and vision into reality, but for a long time I had no idea what my own path would be. At the time, I was working at a PR agency with a very clear career path ahead of me after studying civil engineering and sustainability.
One evening, I was out to dinner with my husband and, like so many times before, my feet were hurting so badly that I ended up leaving the restaurant barefoot. The women’s footwear industry was filled with shoes designed purely around appearance, with very little consideration for the pain or injuries women experience while wearing them. The alternatives were shoes focused entirely on comfort, often without elegance or style.
I remember thinking to myself: “How is it possible that women constantly have to choose between style and comfort?” The shoes in my wardrobe were not designed for the women actually walking in them, and that realization became the starting point of STINAA.J.
Have shoes always been your passion?
Actually, in the beginning it was never really about the shoes themselves. It was about solving a problem that I knew I shared with so many other women living and walking in heels. As a civil engineer, problem-solving and innovation have always been close to my heart.
I quickly became deeply committed to the challenge and made it my mission to rethink a traditional product that for decades has caused pain and injuries for women. STINAA.J has always been about solving real problems for women, and that continues to be my greatest passion.
Was it an easy decision to start STINAA.J?
Yes and no. It was difficult because I turned down a new opportunity with a very clear career path at the agency where I was working. I was raised with the belief that stability and independence are incredibly important, and I still remember my mum telling my sister and me that the most important thing was to have an education that ensured independence.
With that mindset, risking what I had built and stepping into something unknown was definitely not an easy decision.
What was the factor that made it go from an idea to an actual company?
Simply put, teaming up with my co-founder, Peter Hedström. I had the idea and the vision of what I wanted to create, but I did not yet know how to make it happen. I reached out to Peter, a highly respected orthopedic technician with more than three decades of experience treating injuries through his clinics and working with athletes around the world.
I presented the idea to him, and honestly, I was surprised by how quickly he said yes. One week later, we had started the company. Partnering with Peter, with his expertise and passion for movement and biomechanics, is what made the vision possible.
What was your greatest fear?
Oh wow, I had many. In the beginning, there was all the uncertainty, things like financial stability and losing the sense of community that comes with being part of a workplace. Luckily, I had support from both my husband and my co-founder, who shared my vision for STINAA.J and the ambition to rethink the footwear industry.
Having a team, no matter how small, became incredibly important to me. It constantly reminded me why I wanted to do this in the first place.
Before I finally decided to turn down the job offer and leave my position, I called one of my best friends and asked her, “Should I jump?” She said yes, “because I can tell you’ve already made up your mind.”
Why the high heel, and what does it represent to you?
For me, high heels represent female confidence and presence. For many women, putting on a pair of heels creates a feeling of strength and self-assurance, whether walking into an important meeting or a special event with confidence.
That is why I believe the right pair of shoes can empower women, not only through design, but through how they support movement and confidence throughout the day.
Tell us about the STINAA.J innovation!
STINAA.J shoes are built around our internationally patented technology, integrated into both the insole and the overall structure, shape, and fit of the shoe. Based on data from more than one million 3D-scanned feet, we have developed an insole designed to support the foot’s natural structure and movement patterns.
More than three decades of orthopedic expertise lie behind the development of our shoes and insoles, combined with some of the world’s most advanced cushioning materials, originally developed through aerospace innovation.
We often say that we build our shoes from the inside out, with the insole as the foundation, and that is truly how the entire concept was created. Every decision has been made with one goal in mind: to create the best possible shoes for the women wearing them.
Our shoes fit 90% of all feet and 100% of all closets.
Does this mean you have solved the problem caused by heels?
Let’s be honest, high heels will never be the most natural choice for the body since they place it in an elevated position. However, we are confident that we have done a great deal to reduce the strain and discomfort often associated with wearing heels.
Our shoes are designed to make movement in heels possible for longer periods of time while helping to reduce the stress and pressure placed of the body. STINAA.J heels are a more considered option for women who want to borg style and functionality, whether they wear heels frequently or for special occasions.
At the same time, out flats and sneakers are developed with the same biomechanical foundation, designed to support the foot’s structure, improve stability, and help reduce overload over time.
What is your vision for STINAA.J?
To empower the women walking in our shoes.
I have always shared the same vision through my design philosophy: to create timeless and long-lasting fashion designed to remain relevant over time. Investing in a pair STINAA.J shoes is not only an investment in a wardrobe, but also in long-term movement and well-being.
As a designed, who do you design for?
I design for the conscious woman who shares my belief that fashion should empower women. I am convinced that the modern woman does not want to compromise between style and well-being.
When I picture her, I see an independent and creative woman constantly in motion. She navigates every aspect of life with confidence and purpose, whether it is work, creativity, family life, or friendships. A STINAA.J shoe carries her from business meetings to school pickups to dinners and evenings with friends.
For her, choosing shoes designed to support movement throughout the day is a conscious decision. That is the STINAA.J woman.
Has the STINAA.J collection changed over the past years?
We started with a smaller collection focused entirely on our core product: the high heel. Since then, we have continued to expand the collection to support more aspects of everyday life for the STINAA.J woman.
Today, the collection includes ballerinas, sneakers, boots, and pumps across a variety of heel hights, materials, and silhouettes.
What is the best part of your role as founder and creative director?
I genuinely love my work and everything that comes with it. What matters most to me is the passion I have for the product, the brand, and the vision of empowering women through what we create.
My role as Creative Director allows me to focus even more on those aspects while giving me more time and space for the creative process itself.
Where do you see STINAA.J and the STINAA.J team in five years?
The sky is the limit. Women all over the world share similar challenges caused by shoes and high heels that lack proper structure, support, and cushioning. I believe our patented innovation, combined with timeless design, offers a new approach for women who want both style and functionality in their everyday lives.
This interview series is created to empower and emphasize female entrepreneurs and to tell their stories in their own words. If you have any questions or thoughts you would like to share, don’t hesitate to contact us at info@stinaaj.com.
