Introducing Hettas, a new Canadian footwear brand from Vancouver, BC, that designs, manufactures, and retails high-performance running shoes exclusively for women.
Each pair is crafted through an extensive, science-backed process that focuses on female biomechanics and performance.
Founded by Lindsay Housman, Hettas was inspired by her passion for supporting women and girls in sports. As a mom of two daughters, she named the brand after them.
After struggling with foot pain, Lindsay realized that many women’s shoes were designed for men’s feet. This insight led to the founding of Hettas in 2021 and its launch in 2023—a performance footwear brand dedicated to designing shoes that cater to female anatomy and biomechanics, enhancing comfort, performance, and longevity.
Lindsay aims to keep women active throughout their lives by providing high-quality products that promote equality and inspire younger generations to stay in sports. As an athlete in her late 40s, she believes that understanding the unique needs of women’s bodies at all stages of life is key to creating better athletic footwear.
As a Canadian, Lindsay, founder of Hettas, wants her brand to represent her roots and show that successful Canadian startups can thrive in the consumer space. Hettas also supports Canadian athletes by providing footwear designed for their needs.
Traditionally, athletic footwear has been researched, tested, and created with men in mind. Hettas operate from a purely female perspective, with a mission to ensure the female running experience receives the funding, research, and recognition it deserves.
Their goal is to understand women’s unique biomechanics and create shoes that enhance performance, safety, and style. Women’s feet are physiologically different from men’s, and to maximize performance and prevent injury, a proper fit is essential.
Key differences in women’s feet: narrower heel (thinner Achilles tendon), lower ankle bone, smaller rounded instep, higher arches, greater toe splay (increasing with age), upward-angled toes, and more prominent bunions. As women age, these differences become more pronounced, making it essential to design shoes that support their unique anatomy.
