Swedish Orthopedic Footwear Brand Stinaa.J Makes US Market Debut at Nordstrom and Bloomingdale’s
Stephen Garner
Senior Editor
Swedish orthopedic footwear brand Stinaa.J has made its way stateside with a slate of new retail partners.
According to the company, it has inked its first U.S. wholesale deals and has officially landed at Bloomingdales.com and Nordstrom.com this month. This move marks a significant milestone for the brand, bringing its unique formula to a broader audience.
Creative director Stina Andersson founded the label after recognizing the need for a change in the footwear industry after struggling to walk home in heels from a dinner out with her husband.
Determined to challenge and redefine an entire industry, Andersson contacted Peter Hedström, a renowned orthopedic technician with over four decades of experience treating top athletes with injuries to the feet, knees, hips, and back. Together, they have shaped the fundamental principles of Stinaa.J, creating a brand that stands out for its innovative approach to footwear.
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“We strive to create shoes that are more than just beautiful,” Andersson said. “Our products are based on science and innovation, with patented technologies that provide stability, cushioning, and relief to the entire body. We are not just comfy shoes; we are orthopedic.”
Stinaa.J’s unique offering lies in its patented orthopedic insoles, developed using data from over three million 3D-scanned feet and more than four decades of orthopedic expertise. These insoles are crafted with cushioning materials and help the foot regain its natural form by supporting the arch and providing both stability and cushioning. By reducing rotational forces, these insoles decrease the risk of uneven pressure on the foot, knee, hip, and lower back, the company said.
The Scandinavian brand also hopes to change the perception of orthopedic shoes. “We refuse to accept pain as part of being stylish,” Peter Hedström, chief orthopedic technician and chief executive officer of Stinaa.J, added. “Instead, we aim to inspire women and men to take control of their well-being and confidence.”
