And they want your help to design their first product. 


SHEFFIELD, ENGLAND., November. 10, 2021. Fyous has invented a new manufacturing method called "PolyMorphic Moulding." Utilising 3D scanning on your mobile and their proprietary PolyMorphic technique to produce custom made, perfectly fitting trainers in minutes, not months.  

We have all been there. You decide to buy some new shoes, which is a feel-good moment for a lot of us. These days you no longer need to go into a store to buy shoes, the internet changed that. That change gave us lots of conveniences, or did it? How many times have you ordered a shoe online to have it arrive, get excited to wear it, but then discover it doesn't fit? Well, a U.K. start-up named Fyous aims to change that.

You only need to look at footwear reviews on Amazon to quickly realise how much of a problem online footwear fit is. This problem adds up to a lot of waste, financial and environmental. A survey conducted by Opinium for Barclays discovered that "a third (33 per cent) of shoppers buy clothes online expecting that items will be unsuitable before they've even tried them on". The percentage is even higher if you focus on the footwear industry, considering only 1% of peoples left and right feet are the same size.

This innovation, Fyous say, will make custom-fit affordable and accessible to everyone. When asked how PolyMorphic Moulding works, Fyous said they could not say too much but imagine a steel mould (used to produce repeatable parts cheaply in large volumes) that can morph into different shapes without adding or taking away material. The Co-Founders, Josh Shires and Thomas Bloomfield, always thought 3D printing would fill the gap of custom made products, but unfortunately, the technology hasn't achieved this yet. It is still too slow and expensive with limited material choices, albeit constantly improving. Fyous hope to fill this gap with their invention.

The global footwear industry turns over £365 bn annually, making 24 billion pairs of shoes (3 x the global population). In September 2021, 24.3% of footwear was sold online; however, 40% of online footwear purchases were returned, which leads to a staggering amount of 2.4 bn pairs of shoes returned per year. For perspective, a lorry can carry around 5000 pairs of shoes, which means this is 480,000 lorries (if they were all full) returning goods. That is a lot of unnecessary emissions.

"My idea for Fyous first came when dining with a New York shoe designer in China," said Josh, "I asked why shoes never fitted me to which she responded, the way they are made has been untouched for 100's of years, designed around one male and one female foot and then scaled from there. It is hardly surprising that they don't fit the majority of us! I took this problem to my Co-Founder Thomas, who being deeply passionate about saving our planet, saw the problem as an opportunity to reduce the impact the footwear industry has on the planet through returns and overproduction. Together we have developed the answer to those problems using Polymorphic Moulding and creating custom fitting shoes affordably for everyone."

To try and achieve their mission, Fyous have launched a design competition for budding new or established footwear designers to submit designs for Fyous's first product to go into production with this new manufacturing method. It is an excellent opportunity for someone to make their mark on the industry and get a free pair of their designed shoes.

Fyous wants to produce a comfort trainer first off. A more detailed brief is on their website, where you can also apply and send in your design application. The competition is now open and will close on the 15th of December 2021. Could you be the next Tinker Hatfield, maybe?

About Fyous: Fyous is a brand Co-founded by Josh Shires and Thomas Bloomfield. Josh formerly Co-founded Mous Products but, more recently, the Itch Innovation group and has spent the last couple of years developing dynamic moulding technology to produce varied shapes from a single mould. Thomas, like Josh, has an Engineering background with a Masters in Mechanical Engineering from the University of Sheffield, spending the last few years working in the motorsport, automotive and aerospace sectors.

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