In 1980 Strive’s sister company LBG Medical began designing custom biomechanical orthotics for the medical industry and opened their own custom orthotic laboratory. In doing this they found that there was a gap in the market for a sandal that provided the support and comfort that orthotics offer and in 2012 the idea of building a range of sandals with built in orthotics was born. In 2016, due to the popularity of their sandals and flip flops, Strive added a natural leather sock to their footbeds for additional comfort, and launched their first Autumn Winter range of footwear consisting of slippers and shoes which also proved a hit. This resulted in boots being introduced to the range in 2017 and Strive is now available in various countries around the world. Fast forward to today and Strive continues to grow in popularity and is constantly producing new ranges of shoes, sandals and boots that actively promote good foot health and offer their customers support and all-day comfort.