The Emperor's New Shoes was set up in 2011 in Rye, East Sussex, by avid runners (and qualified coaches) Jeff and Sam Pyrah. We originally sold barefoot and minimalist running shoes, by the likes of Inov-8 and Vivo Barefoot, alongside the unique Correct Toes toe spacers. We are now based in the Cairngorms, Scotland, and while we no longer stock footwear, we remain one of the UK's biggest Correct Toes retailers.
Jeff
Jeff is a lifelong runner. He has a marathon PB of 2.28 but now focuses on longer trail races; he completed the Dragon's Back across Wales in 2022.
Sam
Sam is a journalist and author. She penned the Murphy's Lore column in Runner’s World magazine for 13 years and is the author of Run for Life and Run Your Best Marathon.
