A shoe to love and live in, not just wear

How I Created Timeless Form Re-imagined

 

Hello, TFR community. I’m so thankful you’re here. I’m a designer, a wife, a daughter, a sister and a mom—but mostly, I’m a woman who understands how life-changing it is to feel good in your own shoes.

After a 25-year career at a major international airline, I worked my way through the ranks of 90,000 employees to become one of the top female leaders. (Unsurprisingly, there were only about 30 of us—but that’s a story we can dig into together another time.)

Like most women, I juggle different roles everyday from self-care to career to family and community. For me, that has always meant being on my feet all day—and literally running—when I need to.

The Spark for TFR

So how did I make the shift from airplanes to shoes? More importantly, why? 

The idea for TFR came to me in 2020 when many of us transitioned from traditional workplaces to work-from-home environments. Our new workday uniform became yoga pants and sneakers paired with a presentable top and a made-up face for virtual meetings. 

Having grown up in a conservative work environment, my closet was full of suits and high-heeled shoes. When it came time to go back to the office, I dreaded those high heels — the physical pain just simply wasn’t worth it anymore. However, I didn’t want to compromise on fashion or give up beautifully designed and constructed shoes. I needed a shoe that helped me look, feel and be my best.

My search for a shoe that combined luxury and comfort didn’t lead me to any existing options. So, I decided to create TFR. The name “TFR” stands for “Timeless Form Reimagined,” which encompasses the pillars of everything we believe in. The timelessness of meticulous Italian handcrafting. Form based on the way feet actually move. And reimagining new possibilities for a brand that lifts all women upward and onward. (It’s also my initials—I’ve literally poured myself into this incredible brand.)

A New Journey

Shortly after I started to explore TFR, life threw me a curveball: I felt a lump doing a self-exam and was diagnosed with stage 2 breast cancer a few weeks later. I spent the next 6 months going through treatment consisting of multiple surgeries and weeks of radiation therapy. I’d never experienced physical pain like that nor have I felt so completely out of control in my life.

Working on shoes became something positive and creative to focus on while my body and mind were battling through hell. A year later, I’m happy to say that I’m cancer-free and have built back my physical and emotional strength.

Going through a major life experience like that forced me to deeply reflect on what matters most. So, I decided to make my side project my full-time passion project and retired from the corporate world in a complete reinvention of myself. 

Long Overdue Changes

This journey of creating TFR has been full of learnings about the wearable options women have. Here’s a few crazy aha moments I want to share with you:

First, did you know most women’s shoes are designed by men, with their ideals about what a woman’s foot should look like?

Second, did you know many shoes aren’t actually wear-tested for fit and comfort in the development process?

And third, did you know the crucial aspect of biomechanics is often overlooked in the development process, leading to issues like foot pain, bunions and plantar fasciitis?

Our team includes a fashion designer, a medical podiatrist specializing in women’s foot health, a performance midsole designer, a manufacturing consultant specializing in shoes made in Italy and a personal stylist. This dream team brought both a passion for the product and a representation of the brand.

TFR and You

To me, TFR is about more than just shoes; it's about empowering women to reach for greatness in all aspects of their lives, no matter what form that greatness takes.  I believe we can help each other advance and find our power in a variety of ways, and we are stronger as a collective when women help other women.

Our community is here to help and support one another. We believe that the last thing standing in your way should be your shoes. We’re committed to being the bridge between where you need to be and the shoes that take you there. We're here to help women go further, push boundaries, and live without compromise. 

After all, your shoes should match your power and potential, ensuring you look, feel and perform at your best every day.

Don’t stop moving. We’re all behind you.

With love and power,
Tori (TFR)