The barefoot shoe market is gaining traction as a unique type of footwear designed to fit the shape of the foot and enable natural movement. Although it’s still a niche market with varying statistics, one thing is clear: the barefoot shoe market is on an exponential growth trajectory, especially in Europe, the U.S., and leading markets in the GCC.
Bruno Bartos, CEO and Co-founder of BareFoot Friends, exclusive partner of Barebarics and Be Lenka for the GCC, explains the idea behind bringing stylish and modern barefoot footwear brand in the UAE, designed for those who value both aesthetics and functionality, combining ergonomic design with foot-friendliness.
“Design is a new style of wearing shoes. It’s not just about health, but also about style trends and, most importantly, the freedom to move. People enjoy walking, and we believe that natural movement and how you wear your shoes—almost as if you’re not wearing them at all—are crucial for today’s lifestyle, health, and overall well-being. It affects how you feel at the end of the day, whether you’re full of energy, maintaining your own pace, tackling life, and seeing optimism at the end,” Bruno said.
What brings Barebarics and Be Lenka to Dubai?
Bruno sees the barefoot trend and style growing exponentially. “It’s really huge in Europe, then in North America, and now also in Asia Pacific. This is a trend, and Be Lenka and Barebarics, the brands we represent in the UAE, starting in Dubai, are both thriving. We see a huge opportunity for people to understand these brands,” explained Bartos.
“So, we see that people in the UAE, particularly in Dubai, which is the heart of the Middle East, love fashion and lifestyle. While this trend is still somewhat niche, thanks to the great approach and expansion we’ve seen in other markets and countries, it needs to come to the UAE and the entire GCC region,” he added.
Health benefits
Barebarics focuses on health benefits such as wide-toe boxes, zero-drop design, flexibility, and lightweight construction. “I would say sometimes people have really stressed toes. The posture of their body becomes uncomfortable, leading to back pains, headaches, and so on. So, there is a new style that helps us work freely, strengthen our posture, and improve the overall energy we have throughout the day,” Bruno added.
Sustainability at the core: Recycling materials from the sea
The team at Be Lenka and Barebarics believes every modern brand should prioritize sustainability and responsibility toward society and the environment. The fashion industry is responsible for 10% of global carbon emissions—more than international flights and shipping combined. With around 80 billion items of clothing and shoes purchased annually, up to 85% of these end up in landfills.
To combat this, Be Lenka avoids mass production and focuses on creating only what is truly needed. Investing in accurate demand forecasting and relying on pre-orders aims to reduce waste and emissions, ensuring that shoes are produced thoughtfully and responsibly. This approach helps deliver high-quality barefoot shoes while keeping the environmental impact as low as possible.
“Introducing the special model Barebarics Revive, created in collaboration with Sea Shepherd. The international non-profit organization is dedicated to the protection of sea life and the preservation of the ecosystem. And Barebarics is proud to support their noble cause with the symbolic Revive model, which comes in the color of whales. Every purchase of the Revive model will help Sea Shepherd continue their mission, ensuring that our oceans remain healthy and vibrant for future generations,” remarked Bruno.
The growing potential in the UAE and GCC
While Bruno acknowledges that Dubai is currently a niche market for barefoot shoes, he is confident that the potential for growth by 2025 is significant: “We want to educate people. We want to raise brand awareness and really show the people in the UAE and GCC what this is about—health and a healthy lifestyle.”
The future of the barefoot shoe market
With the barefoot shoe market valued at $475 million in 2021, here’s what lies ahead: As Bruno said, the numbers are one aspect, but the trends are clear. “The world is moving toward healthy walking, and with shoes like barefoot or healthy shoes, there is great potential to make a positive impact. There is a huge opportunity to help people in the GCC improve their walking experience,” he remarked confidently.
Anticipated growth by 2025
By 2025, the barefoot shoe market is expected to not only grow in size but also diversify significantly, with advancements in materials, design innovation, and targeted education campaigns playing a pivotal role. The shift from conventional footwear to minimalist designs will drive both product adoption and cultural acceptance, enabling barefoot shoes to transition from niche to mainstream markets.
