Drawing on extensive experience in children’s footwear retail and fitting, family-owned TT Kids delivers quality and innovation tailored to both the developmental requirements of young feet and the expectations of retailers. Here, director Aidan Sahni outlines the brand’s foundations, values, and product range.
Laura Turner: What’s the story behind TT Kids?
Aidan Sahni: TT Kids is a UK brand established in 2020 by the family team behind Twinkle Toes, an independent children’s footwear store in Sheffield. Having specialised in fitted children’s footwear since 1999, we’ve spent decades understanding what growing feet truly need. TT Kids was created to bring that expertise into our own range, combining proper fit, quality materials, and thoughtful design. Our aim is simple: to provide the best possible footwear for developing feet, without compromising on comfort or style. From barefoot options that support natural movement to fully waterproof styles and everything in between, each product is shaped by real, hands-on experience with children’s feet and development.
LT: What’s your methodology for shoe design?
AS: At TT Kids, our approach to design is rooted in real fitting expertise. We understand that children’s feet vary not just in length, but in width, depth and overall shape, so a “one fit” solution simply doesn’t work. To address this, we’ve developed a range of different lasts within our production to cater for slim, wide, shallow and higher-volume feet. Alongside this, we vary insole thickness across styles, and many of our shoes come with two removable insoles. This allows parents and retailers to customise the fit. What truly sets us apart is that every product is tested in our own retail environment before going to market. Through our store, we’re able to fit shoes on real children and refine the fit based on hands-on feedback. This ensures our footwear not only meets technical standards but also works in practice, giving both parents and stockists confidence in the fit and performance of every pair.
LT: What inspired the idea for customisable insoles?
AS: This was one of the core principles we built the brand on. The idea came directly from our experience in-store, where we often saw children fall in love with a particular style, only for it not to suit their foot shape. We wanted to create a solution that allowed more children to wear our shoes comfortably. That’s where the concept of additional insoles came in. Each insole is designed specifically for the last of that style, allowing the fit to be adjusted to better support different foot shapes and volumes without compromising comfort. Parents appreciate the flexibility, particularly as children’s feet grow and change, while our stockists value the practicality of achieving a better fit without needing to carry multiple width options.
LT: What are the key considerations when selecting materials for TT Kids?
AS: Our priorities are always quality, durability and comfort. We carefully consider factors such as leather thickness to ensure it meets our standards for long-lasting wear, while still being soft and flexible enough for children’s feet. This balance helps reduce scuffing and ensures the shoes remain comfortable throughout the day. Sustainability is also an important consideration. We are continually working to make more responsible choices, with selected styles featuring recycled outsoles. In addition, around 80% of our range is produced in Europe using European materials, which helps reduce transportation distances and supports more considered manufacturing practices. For us, it’s about making thoughtful, incremental improvements, combining high-quality materials with more responsible sourcing, while always maintaining performance and fit.
LT: How do you give retailers the flexibility to personalise their own ranges?
AS: Some of our products are handmade, which enables us to produce in smaller quantities. This allows our retail partners to create more personalised ranges by selecting from our colour swatches, materials, and even sole options, to build combinations that suit their store and customer base. This level of customisation means stockists can offer something truly unique, without the pressure of committing to large order volumes. It not only helps them stand out in a competitive market but also reduces risk while giving them greater control over product selection.
LT: What inspired your new Reflexology range?
AS: We wanted to develop something genuinely different within children’s footwear, combining our fitting expertise with a more holistic approach to comfort and wellbeing. This led to the creation of our Reflexology range, which is a patented concept and something unique within the market. The idea is inspired by reflexology, which links specific areas of the foot to different parts of the body. Our design incorporates a flexible sole with a subtle mapping of these reflex zones, alongside optional insoles that provide gentle stimulation underfoot. The aim is not to overstate the science but to offer an added sensory element that enhances comfort and awareness as children move. The range is designed to promote natural movement, comfort and a positive wearing experience throughout the day. It also gives parents an option that feels a little more considered in supporting overall wellbeing. To suit different preferences and foot types, we offer two construction options. A 100% barefoot version provides maximum flexibility and ground feel, while a supported heel option introduces a small amount of structure where additional support may be beneficial. Both maintain key barefoot features such as a zero-drop sole and a wide toe box.
LT: What other ranges do you offer?
AS: We have a wide selection of styles designed to meet different needs, all rooted in our focus on fit, comfort and durability. Our collection includes barefoot options, such as our long-standing Minic style, a leather ankle boot designed for natural movement featuring a zero-drop sole, wide toe box and flexible construction. It’s particularly popular for first walkers and early stages. Alongside this, we offer ranges like Simmy Flexy, available as both a shoe and a boot. While not barefoot, it is extremely flexible and features a shock-absorbing sole to help reduce impact on joints, making it a great everyday option. We also incorporate our “TT Tex” waterproof technology across selected styles, including everyday footwear and school shoes. This provides a fully waterproof solution that’s practical while still offering fun, engaging designs that children enjoy wearing. Our school shoe range spans both classic and more casual styles, all crafted from leather with the same attention to fit and quality. In terms of sizing, we cater from early walkers through to teenagers, typically spanning from EU19 (UK 3) up to EU46 (UK 11), depending on the style.
LT: What makes TT Kids unique?
AS: What truly sets TT Kids apart is that we are a brand built by experienced shoe fitters. With over 25 years of hands-on experience in fitting children’s footwear, everything we design is grounded in a deep understanding of how shoes should fit and function for growing feet. Unlike many brands, all of our styles are tested in a real retail environment before launch. This means our footwear is not only designed well in theory but proven to work in practice, on real children, with real fitting challenges. We also place a strong focus on practical innovation. From our dual-fit insole system to shock-absorbing soles and our patented Reflexology range, every feature is developed with a clear purpose: to improve fit, comfort and overall wearability. Ultimately, it’s this combination of fitting expertise, real-world testing and thoughtful innovation that allows us to create footwear that both children and parents can rely on.
LT: What are TT Kids’ goals?
AS: TT Kids will continue to build on its core strength of delivering high-quality, well-fitted footwear for growing feet across the UK market. Looking ahead, we’re focused on expanding this approach into international markets, bringing our expertise in fit and function to a wider audience. Alongside growth, we remain committed to ongoing innovation, whether that’s refining our fit solutions, developing new technologies, or exploring more responsible materials and production methods. We aim to continue evolving the brand while staying true to what sets us apart: combining real fitting knowledge with thoughtful, practical design.
LT: How can buyers place orders?
AS: We offer a dedicated B2B ordering system, allowing stockists to place orders quickly and efficiently, with in-season replenishment available within 48 hours. This gives retail partners the flexibility to react to demand and keep ranges well-stocked throughout the season. They can also get in touch with us directly to discuss their requirements.
For wholesale enquiries, please contact aidansahni@gmail.com or click here for further information.