Gen-Z Does Some Sole Searching

Gen Z can make a micro-trend go viral on Monday and abandon it by Friday. But they also increasingly talk about sustainability, mindful consumption, and buying less, but better. Somewhere in the middle of that chaos sits an unexpected category: artisan-crafted footwear. Hand-stitched Kolhapuris, suede-finish mules, made-to-order heels, even customised bridal sneakers—products that take time, skill and human effort are quietly finding favour with a generation raised on instant gratification.

Shoe Story

In a world where everything is mass-produced, scarcity has become aspirational. Owning something that feels “rare” or not easily replicated adds a certain edge. “Handmade products always have an emotional connection with customers—even in Gen Z,” say Basith Abdul and Suhail Rahman, founders of Hand Revolution. “Since they are made by hand, only a limited number of products can be produced daily. That increases demand because of their limited availability.”

In a country like India, where fashion tastes are wildly diverse, what matters first is how a product looks—and how it fits into someone’s personal aesthetic. As Abdul and Rahman put it, “Material is secondary when style is the priority.”

Price-Conscious Gen

There’s a tendency to frame Gen Z as deeply ethical consumers, but the reality is a bit more grounded. “We’ve definitely seen a growing curiosity toward handcrafted and artisan-led footwear,” says Sanah Suvarna, co-founder of Auzori Women’s Footwear. “There’s an appreciation for products that feel thoughtful and rooted in craft.”

But appreciation doesn’t always translate into frequent purchases. “Gen Z customers are also highly price-conscious and trend-aware,” she adds. “So while they value artisanal products, it tends to be more selective—something they invest in occasionally, rather than for everyday use.”

In other words, they like the idea of slow fashion—but still operate within fast-moving trend cycles and budget constraints. “For this audience, craftsmanship alone isn’t enough—it needs to be experienced,” Suvarna explains. “Cushioned soles, ease of wear, and all-day comfort are critical.” That expectation is reshaping how traditional designs are reimagined.

Craft, But Make It Current

India already has a deep pool of artisanal skills. What’s changing is how that skill is being positioned—less as heritage to be preserved, and more as a design language to be adapted. Janvi, co-founder of Tiesta, whose brand focuses on handcrafted, made-to-order footwear, but with a distinctly contemporary lens.

“At Tiesta, every pair is made by hand with minimal machinery,” she says. “The idea is to create something that feels personal—something you remember, not just wear. This not only reduces waste but also ensures precision and attention to detail in every pair.”

Gen-Z isn’t just buying products—they’re looking for extensions of their identity. “We work closely with karigars who bring deep technical expertise, but the end product is always designed with today’s consumer in mind.” Says Suvarna.

Behind-the-Scenes Obsession

If you’ve spent time online, you’ve probably noticed it—videos of artisans stitching, cutting, polishing. “Give a glimpse into the behind-the-scenes production process,” Abdul and Rahman suggest. “Show how the final product enhances outfits. Uniqueness is what makes people want to buy.”

This visibility is doing something interesting. It’s turning craftsmanship into content. Gen Z connects with narratives that feel real and unfiltered. Whether it’s seeing how a product is made or understanding the journey behind the brand—it needs to feel authentic. Social media is fuelling interest in slow, handcrafted products. “Gen Z spends a significant amount of time on social media, and their choices are influenced by what’s trending,” Suvarna explains.

Sustainability vs. Reality

Gen Z talks about sustainability more than previous generations, and there’s genuine awareness around overproduction and waste. Many are drawn to made-to-order models, where products are only created after purchase. “Production begins only once an order is placed,” Janvi says. “It reduces waste and ensures attention to detail.” Unlike mass-produced footwear that often deteriorates quickly, handcrafted shoes carry a certain durability and character.

Awareness doesn’t always equal action. Budget, accessibility, and trends still play a major role in decision-making. So while artisan-crafted footwear fits into the idea of conscious consumption, it’s often one part of a much larger—and sometimes inconsistent—shopping behaviour.

Real Shift

Gen Z is more aware, more curious, and more open to alternatives. But they’re also navigating affordability, peer influence, and the pressure to stay current. What’s clear is that artisan-crafted fo\twear has moved from the margins into the conversation. Whether that translates into long-term buying habits remains to be seen.

For brands, the takeaway isn’t to romanticise craft, but to understand how it fits into modern life: it has to be comfortable, visually relevant, reasonably accessible, and—above all—real. Because for Gen Z, it’s not just about what you’re selling. It’s about whether it feels worth it.