This Million-Dollar Kickstarter Campaign Has Proved that the Shoe Industry is a Racket

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Antonia Saint NY, the company behind the hi-tech heel and flats that feel like sneakers inside, found 7,000 customers in 40 days

After starting to pay attention to the construction of women’s shoes, I realized that it’s a racket.

Since Kickstarter’s founding in 2009, there have only been 254 projects that have reached $1million dollars in funding - in September 2017, Antonia Saint NY became number 255. Because of the continued demand worldwide, the Antonia Saint NY team announced their move to Indiegogo’s InDemand platform to continue pre-orders. Thanks to 7,000 backers worldwide, and growing, Antonia Saint NY is able to put their technologically advanced high-heels and flats into production.

After co-founding both THINX and Icon, Antonia Saint Dunbar’s announcement for her latest venture into the world of women’s solution products had consumers everywhere rejoicing. From the moment Dunbar initially posted the plan to launch Antonia Saint NY via social media, there was an overwhelming outpour of excitement and anticipation. For years, women had been forced to sacrifice comfort for fashion when it came to footwear, and Dunbar set out to challenge that notion.

“After starting to pay attention to the construction of women’s shoes, I realized that it’s a racket,” said Dunbar. “Either the shoe is overpriced, uncomfortable, and has no technology for proper support, or the shoe is cheaply made, and your feet pay the price. To address how shoes fail us as a consumer, there are all of these different products out there to make the shoe wearable - from inserts, tapes, adhesive cushions, and even numbing sprays - but this leads to other problems with fit and comfort. I knew there had to be a better way.”

For two years, Dunbar developed the patented SoftSurround System™ to solve the pain points she herself faced when it came to her footwear, and she consulted a leading podiatric surgeon to cover the other main areas most women face. Antonia Saint NY now offers consumers a re-engineered, classic-looking flat and high-heel designed to mimic the comfort of sneakers on the inside. The ‘Victoria High Heel’, which has a heel height of 3.5 inches, and the ‘Jane Autumn Flat’ both include this hidden technology and design, beginning with an outsole for maximum flexibility and shock absorption.

Both shoe styles are cushioned with Tri-Arch Support™ and a dual-layered foam that supports the entire foot. Embedded comfort strips at the heel and both sides gently hold the foot in place and prevent blisters, and the cushion at the base of the big toe prevents sharp pain under the big toe joint. Additionally, the high heel contains a triple-elevated cushion under the ball of the foot that is designed to withstand 2.5x the body weight from a regular high heel.
The company has also been working with a team of computer vision experts to launch a foot scanning Smartphone app to provide the most accurate measurements give consumers the opportunity to design an even more customized fit.

In an effort to keep up with the high demand for these shoes, Antonia Saint NY has officially moved over to InDemand to continue taking and fulfilling online orders. The team is offering the Jane Autumn Flats in Ruby Red and Black, and the Victoria High Heel in Nemi Nude, Black and Zoey Nude starting at $180. For more information, visit

About Antonia Saint NY
Antonia Saint NY makes high tech heels and flats feel like sneakers inside with a patented SoftSurround System™ and customized fitting process via their proprietary Fit Profile™ process and Smartphone app. All customized orders are assembled at the newly launched Brooklyn Shoe Factory, that was Co-Founded by Antonia Saint NY with the intention to grow jobs in the U.S.

Antonia Saint NY is the third business of Antonia Saint Dunbar who is one of the three Co-Founders of THINX and Icon, solutions companies for women providing performance underwear, activewear and other innovations in the feminine care space. THINX has garnered 18,000 press mentions, has a fanbase of millions of customers in 60+ countries worldwide, and was named TIME Magazine’s Best Inventions of 2015, Entrepreneur’s Most Brilliant Companies of 2016, and Fast Company’s Top 50 Most Innovative Companies of 2017.

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Kelsey Tabor