The shoe that started as a thought experiment — what if a shoe felt exactly like stepping into fresh dough? — and ended up redefining what everyday footwear can feel like.
The Technology
A closed-cell PU foam engineered to sit at 22 Shore A hardness — softer than any mainstream running shoe midsole. It rebounds to 98% of its original shape within 0.08 seconds. We spent 18 months tuning the cell structure until it stopped feeling like foam and started feeling like dough.
22 Shore A hardnessA 3D-knit construction using 78% recycled polyester and 22% elastane. Yarn diameter varies by zone — denser at toe and heel, finer at midfoot. No internal seams touch your foot anywhere. Breathes at 340 g/m²/24hr, keeping foot temp roughly 4°C cooler than leather over an 8-hour wear test.
340 g/m²/24hr breathabilityCarbon-rubber with a 3mm lug pattern and 12° toe rocker that reduces energy cost per step by ~6%. Torsionally stiff at the arch, flexible at the metatarsal break — where a foot actually bends.
12° rocker geometryMaterials & Construction
| Component | Material |
|---|---|
| Upper | 78% recycled polyester / 22% elastane Puffweave knit Recycled |
| Lining | Antimicrobial bamboo-derived lyocell, seamless construction |
| Insole | 4mm NuffFoam™ Cloud Insole, removable and washable |
| Midsole | NuffFoam™ 22 Shore A closed-cell PU, single-piece injection moulded |
| Outsole | Carbon-rubber compound, 4mm average thickness, 3mm lug |
| Laces | Flat woven recycled polyester, 120cm, reinforced aglets Recycled |
| Heel counter | Thermoplastic TPU, 1.8mm, bonded (no adhesive on upper) |
| Packaging | 100% recycled and recyclable cardboard, no tissue paper Zero plastic |
Sizing Guide
| US Men | US Women | UK | EU | Foot length (cm) |
|---|---|---|---|---|
| 6 | 7.5 | 5.5 | 39 | 24.0 |
| 7 | 8.5 | 6.5 | 40 | 25.0 |
| 8 | 9.5 | 7.5 | 41 | 26.0 |
| 9 | 10.5 | 8.5 | 42.5 | 27.0 |
| 10 | 11.5 | 9.5 | 44 | 28.0 |
| 11 | 12.5 | 10.5 | 45 | 29.0 |
| 12 | 13.5 | 11.5 | 46 | 30.0 |
Questions
Designed for all-day walking and standing, not structured running. Think commuting, long days on your feet, casual walks — not marathon training.
Yes. Remove the insole first, put shoes in a mesh bag, cold water, gentle cycle, no spin. Air dry only — heat degrades the NuffFoam™ cell structure.
Tested to 1.2 million compression cycles (~1,000km of walking). At that point it retains 91% of original thickness. Expect comfortable life of 2–3 years of regular daily use.
US size 9 pair: 480g (240g per shoe). Lighter than most leather casual shoes, similar to a mid-weight trainer.
First batch ships Spring 2025. We'll email 3 weeks before dispatch to confirm size and colour. No charge until your order ships.
$98 for the first batch. Goes to $129 at launch. No charge until your order ships.
Pre-Order the Dough Boy →