Enhancing the Comfort of Women's Footwear

Moving Beyond the “Pink it and Shrink it” Approach to Women’s Footwear

If you’re a woman participating in sports, the workforce, or just everyday life, you might have noticed that shoes built for women don’t always hit the mark. Historically, a lot of footwear companies have developed women’s footwear by reducing a men’s size shoe, changing the colorways, and calling it a day. Critics of this practice call it “pink and shrink,” and we agree that it’s a poor way to build women’s shoes – and a potential harm to women’s foot health.

At INSITE, we pay close attention to the needs of women’s fit and cushioning whenever we help a brand develop shoes specifically for you. Let’s walk you through some of the differences in women’s and men’s foot anatomy, and how footwear designed for women can play an important role in their underfoot comfort and relief.

What Makes Women’s and Men’s Feet Different?

Every woman’s foot shape is unique, but academic studies have shown some broad trends that can serve as a guide for how we can develop shoes for women’s podiatric and biomechanics needs specifically. Here’s the big picture:

Overall foot size: For any given height, women generally have a shorter and narrower overall foot profile compared to men.

Heel to forefoot ratio: Additionally, women often have a greater ratio of width between the heel and the forefoot. This is one of many reasons shrinking men’s size just won’t do: it might feel snug at the toe box but loose in the heel, which can lead to instability.

Arch height: Women trend towards having flatter arches than men. This means paying special attention to arch support design and how it can better ease ankle pronation and distribute pressure.

Pregnancy considerations: Pregnancy can further flatten the arch and expand the width, length, and volume of the foot overall. It’s important for women’s shoes to consider physical or lifestyle changes that may result in a changing foot shape.

A Women’s Footwear Buyer’s Guide

Knowing the difference between women’s and men’s foot health needs can help guide you on what to look for in your next footwear purchase. Remember – comfort is everything!

Sizing: Think about how the shoe fits your overall profile. Do your toes feel cramped, or is your foot sliding around as you walk? Does the heel feel secure, and does the forefoot feel roomy enough? The right fit can help you avoid things like blisters and shoe instability. It’s more important to focus on that than a specific size number.

Underfoot contours: How does the heel cupping and arch support feel? Does it feel locked in, or do you feel like your foot is being forced into an unnatural position? How about the forefoot? Does it fit the angle of your toe profile? Don’t settle for anything that feels mismatched to your foot shape. Pain isn’t gain!

Out-of-the-box comfort: The same applies to your cushioning. An insole and midsole should feel comfortable, supportive, and effortless the minute you first walk around in the shoe, no break-in period required.

Brands Elevating Women’s Footwear

When INSITE builds insoles for women’s footwear, we focus on data-driven design to ensure we’re meeting women’s specific footcare needs. From our ProvenComfort® biomechanics testing to our podiatrist-designed Contoura® shape based on 120,000 foot scans.

We’re proud to partner with brands like Carhartt, whose Carhartt Women’s Fit insoles are built with 60,000 3D women’s foot scans using our Contoura shape algorithm. And we’re excited to see footwear startups like Saysh and Moolah Kicks leading a new generation of women’s performance-based footwear.

Every woman’s footwear needs is a little different. But with the right data, and a belief that everyone deserves the best comfort, performance, and support possible – we can build shoes that help women live, work, and play at their best.