The original Brigette heels in Cherry (All photos: Shuu)
They say beauty is pain, and perhaps nothing epitomises this better than the moment slipping out of a pair of new shoes that have been nipping away at throbbing toes and heels for hours on end. The days that follow are equally agonising — skin rubbed raw, and pesky, tender blisters that can take multiple weeks to fully heal. Though this does little to deter the Carrie Bradshaws among us who will gladly pay the physical price for a stunning pair of pumps, some extra comfort goes a long way for the average consumer who rotates between just a few pairs of kicks and requires all of them to withstand long days at work and errand runs around the city without too much agony.
The most obvious way to navigate this problem is padding, which has birthed ultra-cushy soles marketed as akin to “walking on clouds” — quite the lofty feat, especially for high heels. Several local labels have adopted this method, with some attaining notable success. Newcomer Shuu, however, is taking a different approach.
Founder Ng Shu Chee, who was a marketing manager at home-grown clothing house Hanya, noticed a gap in the growing market for designs that considered the post-sales experience of customers. After leaving her previous job and with the encouragement of loved ones, Ng started Shuu — a clever play on the middle character of her name — with two partners to create pieces that do not compromise on looks or wearability, and which prioritise stability and easing the breaking-in process.
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The debut collection was aptly called No Bite, referencing the pinching, blister-causing friction many experience when donning new shoes. “It started with my dog Cheddar. I always tell him ‘no biting!’, and it came to mind that the concept can be applied to shoes as well,” Ng explains.
No matter what internet DIY hack you employ, from stuffing the shoes with water-filled ziplock bags to blasting them with a hair dryer in hopes that the heat will soften the materials, some styles and textiles — strappy sandals and leather in particular — are unrelentingly unpleasant to wear. In addition, most common brands, despite giving guarantees of pain-free use, wash their hands of their products once they are sold and shipped. What happens after you receive your new shoes is up to you to figure out and bear.
To help customers brave the inevitable, Ng implemented a simple, yet seldom thought-of, solution. “The name of the first collection also came from the kit that we supply with every purchase,” she says.
“In it, there are three sizes of blister patches made to be applied to certain parts of your feet.”
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Contoured to stick smoothly around the forefoot, heel and toes, these skin toned plasters protect vulnerable spots from constant irritation. While not every wearer will need them, Ng, who prioritises relatability in her brand ethos, saw these kits as part of her objective of keeping customers at the core of the business. “Some people need them and others don’t. Everyone’s feet are different,
so we provide them just as a precaution and an after-sales service to ensure you have the best experience possible.”
Listening to feedback has allowed Shuu to gain traction even before it hits its first anniversary. After hearing comments on the slingback strap of its signature Brigette kitten heel, Ng went back to the drawing board, revising the design to omit the cord. The reissued version has a cleaner look and is easier to slip on and off, making it more suitable as casual, regular wear.
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In the coming months, Ng is looking to really set Shuu apart from the rest of the growing Malaysian footwear market not only through its client-focused services, but also by cultivating a distinct aesthetic. “We’d like to be more experimental and play around with bold colours and fun designs,” she notes, adding that followers can expect to see funkier prints, textures and hues for the label’s upcoming first birthday, as well as a special Merdeka capsule collaboration with an indie clothing brand.
She recognises that local tastes are skewed towards understated and minimalist designs but is determined not to let that dishearten her. Shoes are as much a part of an outfit as clothes, bags and jewellery, and should allow the wearer to step out in them confidently. Bit by bit, she hopes to embolden shoppers to own their choices, whether they be a pair of nude flats or a statement stiletto. “I am worried not many people will be keen on wearing more daring designs, but I’m going to try it anyway. At our core, we want to have fun and do things not many others are doing while still maintaining the relatable element that makes Shuu special. If the prints and colours are bold, the design should be minimal, and vice versa. It’s all about balance."
This article first appeared on June 30, 2025 in The Edge Malaysia.
