Luxury Fashion to Footwear With Purpose: Building Comfortable, Sustainable Products Without Compromise with Kay Sides, founder, ROAM

From Hawaiian Roots to Restorative Footwear: How Kay Sides Built ROAM With Integrity and Intention

For Kay Sides, founder of ROAM, footwear was never just about style. It was about comfort, respect for the body, and respect for the planet. Raised in Hawai‘i, where slipping on sandals is a way of life, Kay grew up with a deep connection to nature and movement. Years later, after building iconic fashion brands and launching a successful fashion incubator, she found herself asking a simple but powerful question: why was it so hard to find footwear that was comfortable, stylish, affordable, and genuinely sustainable?

That question became the seed for ROAM, a footwear brand rooted in thoughtful design, ethical manufacturing, and a belief that businesses can do better without sacrificing beauty or function.

A Founder’s Frustration Becomes a Vision

ROAM did not begin as a trend chase or a market gap analysis. It began with Kay’s own lived experience. After decades in fashion, she found herself constantly searching for casual footwear that could keep up with her active lifestyle without compromising comfort or costing hundreds of dollars.

“I was always searching for an easy casual but very stylish footwear option that was also insanely comfortable and supportive,” Kay shared. “I live a very active lifestyle, and I wanted something that could carry me through my entire day.”

Luxury collaborations might have looked cool, but they often fell short where it mattered most. “As cool as they were, they were always uncomfortable for me,” she said. “And the cost, seven or eight hundred dollars for a casual sandal, just did not make sense. I kept thinking there has to be a better way.”

So instead of continuing to search, Kay decided to build what she could not find.

From Fashion Insider to Footwear Beginner

Despite decades in the fashion industry, Kay was quick to admit that footwear was an entirely new world. “I knew absolutely zero about making shoes,” she said candidly. “I knew how I wanted them to feel, but I did not know how to make that happen.”

The first year of ROAM was spent almost entirely on one thing: the footbed. Kay understood that real comfort starts from the ground up, so she focused on developing a custom molded footbed that provided arch support, heel stability, and long-lasting comfort.

“It probably took almost a year just to perfect the footbed,” she explained. “Once that was right, everything else became clear.”

That clarity extended beyond comfort. From the beginning, Kay was committed to creating footwear that aligned with her values, vegan, cruelty free, and as low impact as possible.

“If I was going to do this, I needed to do it in a way that created as little harm as possible,” she said. “If you know better, you do better.”

Building Sustainability Into Every Step

ROAM’s commitment to sustainability runs far deeper than surface level claims. The brand uses vegan luxury materials, recycled and traceable packaging, bio based outsoles made from sugarcane, and algae based BLOOM technology for its slippers and slides.

BLOOM technology was especially meaningful to Kay. “Algae is renewable, it requires no deforestation, no oil, and it creates a net positive impact,” she explained. “For every amount of BLOOM used, water is cleaned and air is restored. That was incredibly important to me.”

Adopting BLOOM was not easy. Early minimum order requirements made it nearly impossible for a young brand. “At first it was like twenty thousand units,” Kay said. “That just was not realistic.”

After years of research, persistence, and finding the right manufacturing partner, ROAM was finally able to bring BLOOM into production. “It took time, but it was worth it,” she said. “We wanted to do this the right way.”

Organic Growth, Not Overnight Hype

Rather than launching with splashy marketing or celebrity endorsements, ROAM grew slowly and intentionally through wholesale. Kay intentionally did not tell retail partners that ROAM was her brand.

“I did not want any favors,” she said. “The product had to stand on its own.”

That approach paid off. ROAM is now carried in approximately 150 specialty boutiques across the country, has a thriving direct to consumer business, and operates a flagship store in Los Angeles.

Perhaps most notably, the company has remained self sustaining. “We were never in debt,” Kay shared. “We did not have to borrow money. Everything grew organically.”

Unexpected wins came along the way, including ROAM’s now iconic puffy silhouette and a wave of organic influencer and celebrity support. “That was not something we went after,” she said. “It just happened, and we were incredibly grateful.”

Navigating Challenges Without Compromising Values

Like many founders, Kay has faced serious challenges, from pandemic disruptions to shifting tariffs and global manufacturing uncertainty.

“This year has been incredibly challenging,” she admitted. “Between tariffs and production disruptions, there were moments where it felt completely out of our control.”

Instead of chasing aggressive growth, Kay shifted her focus. “My goal this year was to keep the company stable and keep my team together,” she said. “That became the priority.”

It is a mindset rooted in long term thinking rather than short term wins, a perspective that reflects Kay’s belief that integrity matters more than speed.

“If we can do this as a small company, then big companies can do it too,” she said. “Yes, the margins are smaller, but the impact is worth it.”

Designing for Real Women and Real Lives

One of the most rewarding aspects of ROAM, according to Kay, has been hearing from customers who struggled to find shoes they could actually wear.

“Women tell us this is the only sandal they can wear,” she said. “Their mom can wear it. Their grandmother can wear it. Their daughter can wear it.”

The brand’s signature neoprene hug construction and memory foam uppers create what Kay describes as a “flop free fit,” allowing feet to relax naturally while walking.

“Your foot does not have to work to keep the shoe on,” she explained. “Your gait stays natural, and that makes a huge difference over time.”

A Brand Built on Joy, Purpose, and Possibility

For Kay, ROAM is not just a footwear company. It is proof that thoughtful businesses can thrive without compromising their values.

“It has felt like one step naturally followed the next,” she reflected. “When you build something with integrity and intention, things tend to align.”

That philosophy resonates deeply with the mission of The Wild Party Podcast, which exists to spotlight founders who are building businesses that feel good to support.

Ready to hear the full story?

🎧 Listen to the full episode of The Wild Party Podcast featuring Kay Sides to hear her journey in her own words, from Hawaiian roots to sustainable innovation.

👟 Explore ROAM’s footwear and learn more about the brand at
👉 https://www.roamwears.com