About

Strutstuf is an apparel brand founded in Canada. “strutstuf” - a blend of the words “strut” & “stuff”. Simply, a store where you can source items you can strut in. 

The brand’s essence is rooted in effortless refinement in a “chic without pretense” way. We personify liberated people who are seeking an alternative to fast fashion, believe that function and fashion can co-exist, want comfortable & stylish shoes, care for the planet, curious about how your items are made, and have an appreciation for quality. 

We want you to think of us when you are seeking to invest in quality pieces that stand out; for a birthday, attending a soirée, really any occasion that requires an elevated cocktail attire. 

Methodologies

Our creators have worked in technology consulting for 10 years and are implementing shoemaking using an abridged version of Agile methodologies.

We want to do things differently because we are unique and authentic to ourselves-it's reflected in our processes, design, marketing style, and use of technology

  • Agile: We create small batches of each style of shoe known as versions. We solicit feedback from our customers, and release new versions based on the feedback we receive. This allows us to grow and create inclusive designs for our community. We also incorporate this feedback into new designs.
  • Shoe box design: Our shoe box design is a physical reflection of “thinking outside the box”. Literally speaking, we aren’t considering boxes in the first place.  
  • Savannah: The fictional character “Savannah” is the voice of the brand, who personifies a confident person that wants to make an impact in the world. Follow Savannah in her journey on Instagram @savanna_strut

Working Principles

Our working principles are our pledge to our community to never deviate(in a negative way) from these practices 

Delivering transparently: Our community deserves to make data-driven decisions, we enable them by providing them with

  • Comfort report: We provide a comfort report for customers to be aware of how comfortable their items are. Read more here
  • Factories review: We audit all factories we work with to ensure they are aligned with our values of offering fair wages to their employees, etc. Read more here
  • Materials: We choose premium materials for our shoes; that are built to last. 
  • Affordability: Our brand is high-end but not out of reach. To ensure we continue to pay our employees a livable wage (with benefits) we will never prioritize profits over accessibility to our customers. This is reflected in the level of craftsmanship in our products

Inclusivity

  • Varied sizing for footwear: Currently, our focus is on wide-footed women. It's on our roadmap to offer typical/medium, wide, and narrow sizes (coming soon) for every design. 
  • Single-foot options (pilot): We are beta testing single-footed options for those who need them, offered at 50% of the regular price. Starting Q1 2026
  • Supply chain to empower women: We prioritize working with the overlooked in society. We are a Black women-owned Canadian Brand. Our workforce consists of 75% women (from graphic designer, web designers, factory owners & their employees, etc)