Butterfly Twists, the brand for the ‘girl on the go’, was founded in London in 2007 by four men! College friends
Emmanuel, Frank, Mark and Philippe, came up with a unique fashion-forward idea after one of them (who shall
remain nameless J) literally knew what it felt like to be in a woman’s shoes after losing a bet and attending a
party wearing a pair of 6 inch stilettos!
A long night of discomfort, for the unfortunate one wearing the heels, prompted them to come up with an idea
to end high-heel suffering for women. That materialised as the original folding ballerinas, designed to be easily
portable so women could reduce the time they wore heels by effortlessly switching into a pair of comfy flats.
For almost 2 years the founders worked their day jobs in the city, and on evenings and weekends worked on
developing a product that would become a wardrobe essential.
After launching the brand in 2009 at a well-known tradeshow in Europe, the founders knew they were onto
something special after generating orders of over 50,000 pairs of shoes in just 4 days. They returned to the UK,
handed in their resignations and set about developing more products and building an international lifestyle brand
that would become synonymous with practical fashion.
Butterfly Twists is now sold in over 30 countries and continues to grow internationally, challenging the market
with creativity and innovation.