Our story

Back to the nineties: How an idea that changed walking was born

Imagine the mid-nineties. Freedom was still new, people dreamed of endless possibilities, and a bit of a "startup" spirit reigned everywhere.

It was at this time that young Kamil Jasný decided to try his luck as a sales representative for a company selling orthopedic insoles. And he was successful! His energy and natural charm brought him more and more customers, but something inside him said, "Kamil, this isn't it!"

One evening, as he was returning from one of his business trips, the idea began to take shape in his head. He thought about how people with foot problems need more than just expensive orthopedic insoles that they have to constantly move from one shoe to another and hope that they will fit. They needed something smarter, more comfortable, and above all, more effective.

And so, a plan began to form in young Kamil's mind, which gradually led to the creation of a brand that combines a health-conscious approach, maximum comfort, and a touch of design elegance. After all, why shouldn't shoes be not only healthy but also beautiful?

How to start from scratch? Kamil's journey from idea to brand

Starting a business with no money and an idea that no one believes in is not for the faint of heart. Kamil tried it for himself. He went around Czech shoe manufacturers with his vision of comfortable and healthy shoes, but instead of support, he heard only laughter and "This has no future."

But he didn't give up—he even remembered a distant relative who was a shoemaker and traveled across the country to visit him. But even there, he found no understanding. "Cork slippers? That's beneath me," was the clear rejection. It seemed that his dream would end before it had even begun.

But then came the moment when the universe showed that small miracles do happen. Just as Kamil was thinking of giving up, he received a call from a manufacturer who had heard about his idea. He offered him a partnership, and they hit it off immediately at their first meeting. And so the first cork slippers and the Jasný brand were born.

And what a start it was! The slippers were a hit – they were bought by pharmacies, hospitals, and medical supply stores. Kamil also gradually learned the secrets of production and, after a while, rented the entire workshop from his manufacturing partner.

Today, Obuv Jasný is a symbol that with a little courage, perseverance, and a pinch of luck, you can turn a small idea into something big. And it all started with "ordinary" cork slippers.

Shoemaker, stick to your last... or how Kamil Jasný found himself again

They say that those who want more end up with nothing. And Kamil Jasný, our hero, experienced this firsthand. After years in the shoe business, tired of worries, he licensed his trademark to another company and, at the urging of an old friend, decided to try his luck in the world of big business. The prospect of success and glamour appealed to him... but only until he went to pick up his medication at the pharmacy one day.

Standing in line, shifting from foot to foot, his gaze wandered to the corner of the room. And there it was—a large white metal stand full of slippers with his name on them. At that moment, it dawned on him. What he was doing now did not fulfill him at all. He did not belong in the cutthroat world of business. His place was where it all began—with shoes.

As is often the case, the world of big business didn't work out. Not only did the business end, but unfortunately, so did the friendship. What next? The decision wasn't a long one – Kamil was increasingly contacted by former customers asking him to return. So, together with his wife, he decided to take back his trademark and start again.

Just the two of them, starting from scratch again. Was it courage or a touch of madness? Perhaps a little of both. But one thing is certain – when you stick to what you know, you have a better chance of creating something truly exceptional. 😊

A new era of footwear Clear: When dreams are sewn with courage and resilience

When Kamil and his wife started over, it was a return to basics – literally. They spent the first few months designing new models, rebuilding customer relationships, and searching for quality materials across Europe. And because their original workshop remained with a competing company, they had to find a place where their shoes could be made. They had to go into debt for a long time just to buy materials.

However, the situation was not rosy. Shoe production in the Czech Republic had changed in the meantime – most companies imported finished shoes from abroad and the craft was slowly dying out. But miracles do happen sometimes, and in a small town in Moravia, they found a man who still knew how to make shoes honestly, the way they used to. He agreed to teach other employees how to make this specific type of footwear.

It seemed that they had won, but life had other plans. After a few years, the man retired, and the planned purchase of the factory was thwarted by the bank, which rejected the loan at the last minute. To make matters worse, the rules of the game changed on the market. Instead of quality, price became the main criterion for most stores, and hospitals issued tenders with conditions that made it impossible to manufacture shoes while maintaining honest quality.

But you know what? Kamil and his team didn't give up. Because when your heart is in the right place and you believe in what you do, obstacles are not the end – they are just another challenge worth overcoming. 😊

Czechoslovakian shoes: Quality that has survived all obstacles

When it seemed that production was coming to an end, someone had the idea of looking to their neighbors. After quick negotiations, production was moved to a family-run factory in Slovakia, specifically to the former Baťa town of Partizánske. The production problem was solved – but what next, when wholesale customers were quickly disappearing?

The options were clear: start skimping on materials, produce cheap shoes at the expense of quality, or even import shoes from China and just stick their logo on them. But that didn't sound like something that should bear the proud name Jasný. And so they decided to go against the tide. They bet on quality.

They revamped their old models and had modern designs created by an Italian designer. They bought the best materials they could find and decided to stop begging retailers who only wanted cheap goods. Instead, they focused on online sales—and it turned out to be the best decision they could have made.

The e-shop quickly gained new customers, new models and colors were added, and the skilled hands of Slovak colleagues happily set to work on bold ideas. Customers began to notice not only the quality of the workmanship, but also the modern look, and the reviews spoke for themselves: "Great shoes that last!"

And so ends a story that began with many obstacles and a decision never to stray from the path of quality. The next time you put on our slippers or sandals, remember that their creation was not easy – and maybe you will love them even more. We wish you only the happiest steps in them! 😊