Comfort: Comfort is multi-faceted, and so is your life. We create incredibly comfortable shoes. so you can stay focused on what matters. Designed with the walk-in mind so you can enjoy even your most grueling round in comfort.

Versatility: We don’t believe your golf shoes should sit in your closet collecting dust waiting for your next tee time - so we build shoes that fit your lifestyle so you can wear them every day, well beyond the occasional (or ideally frequent) trip to the links.

Craftsmanship: You put your feet through a lot on the links - we make shoes that are up to the challenge. Grip, waterproofing, and high-quality materials that your feet deserve.

(Selfish) Innovation: We don't create a product unless it's something we believe needs to exist, or that we selfishly want or need. To this end, everything that receives the TRUE mark is a product born from selfish innovation, a product that makes our world a better place.

Conscious: We believe in making products ethically, sustainable, and with purpose - if it doesn’t need to exist, we don’t make it.