Twisted X CEO Prasad Reddy Talks EZ On Shoes, Accessibility in footwear, more in interview
Back in May, Texas-based shoemaker Twisted X put out a press release announcing its EZ On collection of footwear. The line, which includes two casual styles for men, was hailed by the company as “[providing] entry without compromising fit or structure.” Moreover, Twisted X said the EZ On shoes are “designed to keep pace with everyday life,” adding they feature “a reinforced heel that holds its shape, making it easy to slide on with no bending or fuss” and noted the shoes can be worn with or without laces.
“This collection reflects our commitment to innovation in casual footwear with a new intersection of weightless comfort and slide-and-go convenience," Prasad Reddy, Twisted X’s chief executive officer, said in a statement included with the announcement. “With EZ On, we are delivering a solution that makes every day wear easier while maintaining the product standards our customers expect.”
At first blush, it’s natural to presume shoes have no pertinence to accessibility or technology—but they really do. I caught up with Reddy by email in recent weeks for a brief interview on the news, and he said Twisted X’s North Star is guided by its belief that “Western footwear can deliver both authentic style and exceptional comfort without compromise.” Reddy, whose background lies in industrial engineering, has spent 50 years in the industry as a self-described product person and, as such, “was drawn to the challenge of improving the way people experience products every day.”
“What began as a Western boot company has evolved to also meet consumer demands for lifestyle, work and outdoor products, but our commitment to comfort remains at the center of everything we do,” he said. “My role is to help bring innovation and engineering-driven thinking into the product development process, ensuring we continue to create footwear that people genuinely enjoy wearing and can count on.”
As to accessibility in footwear, Reddy explained Twisted X institutionally believes “comfort begins before you even take your first step” and “accessibility means making footwear easier to put on, easier to take off, and easier to wear throughout the day.” The company, he went on, is continually investigating and developing new technologies towards reaching the goal of improving comfort for wearers, its efforts ultimately producing a new product or technology every six months. EZ On, in this case, is Exhibit A. The new technology, Reddy said to me, features “a patented reinforced heel frame that keeps it shape to allow the foot to slide naturally into place without resistance, creating a fast and intuitive on-and-off experience unlike other products that might bend and bounce back or require use of your hands to get on.”
“We challenge ourselves to continue innovating and improving comfort across our product line,” Reddy said. “Whether it’s new materials, new construction methods, or new technologies, our focus is always on making footwear work better for the people who wear it.”
According to Reddy, Twisted X’s target demographic are “hardworking people balancing busy lives” who are “looking for products that make everyday routines easier without sacrificing comfort, durability, or style.” EZ On exists to meet that criteria. To that end, Reddy said the company has heard from (and observed) customers over time saying they yearn for shoes that are easy and fast to get on and off, adding this matters a lot for people who, for example, struggle to bend over comfortably, and/or is constantly on the go and thus spends long hours on their feet.
“Technologies like EZ On are designed to remove small frustrations and create a better experience from the moment someone reaches for their shoes,” Reddy said.
When asked if it’s difficult to integrate accessibility with style and fashion, Reddy said it isn’t hard for Twisted X because “fashion and style are essential because consumers need to connect with a product visually before they’ll consider trying or purchasing it.” Accessibility and comfort, he added, should “enhance” visual design, not compete with it. He noted what makes EZ On so exciting to him and the company is its ability to “be integrated into a wider range of silhouettes, and we plan to explore that.”
Reddy said customers have been “raving” about EZ On thus far.
“The response has been extremely encouraging… they were surprised by just how easy the experience was,” he said. “We’re pleased with the feedback we’ve received, but innovation is an ongoing process. Our team is constantly evaluating opportunities to improve, refine, and build on what we’ve learned from consumers.”
Looking towards the future, Reddy told me he relishes spending time with Twisted X’s development team, as well as its factory partners and others, to think about what comes next. The footwear industry is rapidly evolving, he added, and although style obviously will always matter to appeal, Reddy staunchly believes “comfort is becoming increasingly important across every category” due to more “flexible lifestyles” in the wake of the pandemic. With hybrid schedules becoming en vogue, he noted people have increasingly demanded what he called “lightweight [and] versatile footwear.”
“We’re seeing strong enthusiasm from both retailers and consumers, which gives us confidence to continue expanding technologies like EZ On into additional categories, including work, outdoor, and western footwear,” Reddy said of Twisted X’s future. “That’s what excites me most—the opportunity to keep innovating and delivering meaningful solutions that improve the everyday experience for our customers.”
