ShoeShoe: From a Mother-Son Brainstorm to a Game-Changer for Cleaner Homes and Cars

Interview by Heather Anderson

Amabel Akwa-Asare didn’t set out to become the co-founder of a practical, mess-reducing product for modern families. It started as a creative learning activity during the pandemic—just her and her son Yannick, trying to solve a problem he noticed in school. That simple idea turned into ShoeShoe, a fun and functional shoe cover that keeps dirt and germs out of homes, cars, classrooms, and beyond. In this conversation, Amabel shares the heartfelt origin of ShoeShoe, the cultural lens that helped her spot the gap in the U.S. market, and how families—from dance studios to hospitals—are embracing this colorful little product.

What was the original pain point that inspired you and your son to create ShoeShoe?

Before the pandemic, Yannick had just started at a new school where kids wore their regular shoes in the classroom. He was used to his previous Montessori school in San Francisco, where students changed into indoor shoes—and he wasn’t thrilled about the dirt on the classroom floor or how it transferred to his clothes.

So we started brainstorming together. We even asked the teachers why indoor shoes weren’t used in this new school, and they explained it was mostly due to affordability and practicality—families might not be able to purchase a second pair. That made sense, but it also felt like an opportunity. When the pandemic hit and schools paused or went remote, we suddenly had a lot of time. I decided to turn our curiosity into a full-blown learning project.

We did research, surveyed Yannick’s classmates to learn shoe sizes, analyzed the data together, and explored potential product ideas. That’s how ShoeShoe was born—as a creative project rooted in real-life need and turned into a mini entrepreneurship lesson.

“...in many other countries—you’d never wear your street shoes inside”
— Amabel Akwa-Asare

That’s such a beautiful mom-son story. When did you realize this thing actually had legs (or… feet)?

There were two big moments. First, we reached out to manufacturers just to explore how this might work—and one of them said yes. Suddenly, we weren’t just pretending; we were prototyping!

The second moment was when I started talking about it with other moms. We’d be chatting about pandemic parenting, and I’d mention this little project. Without fail, people would light up and say, “Oh, I’d use that for my car,” or “My kid’s shoes are always muddy after soccer practice.” They were coming up with use cases beyond the classroom. That’s when I thought, okay, maybe this is something real.

I know your Austrian roots helped you spot this gap in the U.S. market. Can you explain the cultural difference when it comes to shoes indoors?

Absolutely. In Austria—and in many other countries—you’d never wear your street shoes inside. In elementary schools, kids have a spot near the entrance where they change into indoor shoes. It’s just a given.

In the U.S., most public schools don’t do this. Some Montessori or private schools might, but it’s not the norm. Here, it’s common to wear outdoor shoes into both living and learning spaces, and that brings in all the dirt and germs. That difference really stood out to me when we moved from a private Montessori school to pubic school,  and Yannick’s new school didn’t practice the indoor shoe routine.

So how does ShoeShoe help in classrooms?

It offers a simple alternative to having a whole second pair of shoes. Teachers can ask students to slip on ShoeShoes when they enter the room, which keeps floors—and kids’ clothes—cleaner. Especially for younger kids who sit and play on the floor, it’s a practical way to reduce the mess without adding another shoe expense for families.

You’ve even built a fundraising program for schools and PTAs. How does that work?

Yes! I’ve been active in PTA groups for years, and I wanted to find a way to support schools from the beginning. Any school or group that partners with us gets a percentage of every ShoeShoe purchase made through their link—whether it's for classroom use, at home, or even in the car. It’s flexible, low-effort, and a great way for schools to raise money while promoting cleanliness.

Beyond classrooms, I know ShoeShoe is popping up in sports and activities. Can you share some of those use cases?

There are so many! For soccer players, cleats get filled with grass and dirt, which all ends up in the car. ShoeShoes let kids slip their cleats into a cover and hop in without wrecking the car interior.

For volleyball and cheerleading, athletes often have designated indoor shoes that aren’t supposed to touch outdoor surfaces. 

My own daughter’s team requires court shoes that can’t be worn from the car to the gym, so she ends up walking in Crocs, carrying her shoes, and wasting time putting them on inside. With ShoeShoe, she could just slip the covers over her court shoes for that short walk and get right to practice!

It’s the same with dance shoes, wrestling shoes—any sport with specialty footwear. We’re even working on enhancing the sole of ShoeShoe to handle short walks on concrete, because that’s a common request.

And it’s not just sports, right? You’ve heard from parents in health and wellness too?

Yes! We’ve had interest from nurses and pediatric medical offices. Traditional shoe covers are plain and boring, but ShoeShoe makes them more fun—especially for kids and families in environments where cleanliness is critical. They’re a colorful and playful alternative in spaces that are often sterile.

I love that you’ve made it fun while still functional. And I know the fundraising model applies to all these groups?

Exactly. Whether it’s a dance studio, soccer club, or medical office, any organization can sign up for our fundraising program. When families buy through their link, they get a cut. It helps them fundraise while also keeping ShoeShoe accessible and affordable.

Even before kids reach sports age, ShoeShoe is helping families protect their cars. Can you share how parents are using it with little ones?

Absolutely. One of the top use cases is toddlers in car seats. We’ve all been there—you clean your car and then your child kicks the back of the seat with muddy shoes. You can use ugly kick mats, or take their shoes off every time, but neither is ideal. With ShoeShoe, it’s so much quicker. Just slip them on before getting in and you’re good.

And it’s not just for cars—if you have a yard and kids are constantly running in and out, it can help keep the floors clean without asking them to fully undress at the door every time.

I also know some families in the US already have shoeless households. How has ShoeShoe resonated with them?

That’s been one of the most heartwarming parts. In many cultures, taking shoes off at home is non-negotiable. But it can get awkward when guests come over. With ShoeShoes, you can offer your guests an alternative to taking off their shoes. One mom told me she’d always end up in arguments with her in-laws who didn’t want to remove their shoes. She said if she’d had ShoeShoe back then, it could’ve saved her so much stress.

It’s such an easy solution—guests don’t have to be barefoot, mismatched socks aren’t on display, and no one feels uncomfortable. You preserve the cleanliness without making it a whole thing.

I know you lived in San Francisco before moving to Colorado. What’s it like bringing ShoeShoe back to the Bay Area?

Yes! Yannick was actually born in San Francisco and went to a Montessori school there that used indoor shoes—so this concept was already in play in the Bay.

Even though ShoeShoe started here in Colorado, reconnecting with the Bay Area feels like a full-circle moment. The diversity, the awareness of different cultural practices around cleanliness—it feels like a natural fit for Bay Area families.

Looking ahead, I know you’ve even added shoelaces! What inspired that expansion?

Honestly, it was another real-life mom moment. Yannick would constantly run out onto the soccer field with untied laces, and we’d argue about it. He always claimed he didn’t have time. So I thought—let’s find an easier solution.

We sourced no-tie elastic shoelaces that stay snug but don’t require tying. They’re great for sporty kids, kids with coordination challenges, or just anyone who wants to make mornings easier. It’s part of our broader vision to expand into smart, family-friendly shoe accessories.

Want to bring ShoeShoe into your home, school, or organization?

Connect with Amabel on Facebook and Instagram.

You can also find her on The M List, The Mamahood’s searchable database of mom-recommended resources, or connect and collaborate with her inside The Club membership for women Founders.

Heather Anderson