Web Page 3089 21st July 2023 First Picture: Start-Rite Poster

Second Picture: Childrens sandals

Third Picture: X Ray machine

Forth Picture: Norwich Factory

Start-rite is a brand of children's shoes that purportedly is Britain's oldest and one of the first shoe manufacturers in the country. The company was established in 1792 in Norwich by James Smith. His grandson, James Southall, gave the firm its current name; and it rose in prominence during the 20th century thanks in part to an iconic poster, reading Children's shoes have far to go, which was displayed on the London Underground for 20 years from 1947. Controversy exists around the origins of the image in this poster. It has been attributed to artists Andy Wood, William Grimmond, Joe Wilkinson of Stanley Studios, Susan Pearce, Nancy Gardner and to the company's own advertising agent. In 1955 Start-rite was granted a royal warrant by the late Queen Elizabeth II to supply footwear for the young Prince Charles, Princess Anne, Prince Andrew and Prince Edward. The company was granted a second royal warrant in 1989 by the Prince of Wales to supply children's footwear for Prince William and Prince Harry. This royal warrant was withdrawn in 2003 on production being moved from the UK. In 2016 Prince George was pictured wearing Start-rite shoes in an official portrait taken to commemorate the 90th birthday of the Queen. In 2003 the company ceased production in the UK, outsourcing its operations to India and Portugal The cost cutting move came amid a £600,000 annual loss, which the company reversed the following year to turn a £1.5 million profit. Sales further increased by 20% to 2007. The company focuses on correctly fitting shoes to children's feet, and was the first to introduce variable width fittings for children's shoes. In 1943 the company carried out the first ever nationwide survey of children’s feet, bringing together experts not just in shoemaking, but in medicine and education and the findings transformed the way children’s shoes are designed and fitted. Startrite stated that they believed small things could make a big difference when it comes to enabling children to move with comfort and confidence, and they took the decision to create their shoes in multi-width fittings and in half as well as whole sizes. As proud experts in children’s foot health they committed to quality of care and supporting children’s healthy foot development and this remains a core part of their product development.. The iconic advertising image of the twins, called by Startrite as their twin adventurers have been at the heart of the Start-Rite brand for over 70 years. The two adventurers represent the journey of a child’s development – with Start-Rite here to support them every step of the way. The twins are the ultimate visualisation of their pioneering spirit. Start-Rite proudly say is a business built by, and for, families. I remember that my mother would only ever buy me Start-Rite shoes and sandals when I was a kid. She always bought them from Smith’s shoe shop on the Havant Road in Drayton. The shop was run by a short Welshman, Mr Smith, despite having one of the enormous foot x-ray machine it looked really incongruous set in the rather tatty and dusty shoe shop. Stay in touch Peter gsseditor@gmail.com