Vessi Waterproof Knit Shoes

Key numbers

The product

Vessi's sneakers use Dyma-tex, a patented waterproof membrane knit directly into the shoe upper, making them 100% waterproof yet breathable - unlike Gore-Tex-lined or rubber-coated shoes that are heavy and sweaty. All styles are 100% vegan and produced with less water and energy than conventional footwear. Flagship models include the Everyday, Cityscape, Weekend and Stormburst (rain/snow), typically $95-150, sold DTC, via Amazon and in Vessi's own stores in Burnaby, Toronto and Mississauga. The brand positions itself as 'a cross between Arc'teryx and Lululemon': weatherproof everyday athleisure rather than technical hiking boots.

How they did it

The three co-founders - two economics-trained entrepreneurs and a design partner - were tired of wet socks in rainy Vancouver and spent two years developing knit waterproofing. Their first Kickstarter blew past its $25K goal within hours ($120K in two hours), and the November 2018 campaign drew 9,000+ backers and $1.4M. Demand was so extreme they famously paused all sales to catch up on backorders while nearly tripling production to 50,000-60,000 pairs a month with a team that grew from 3 to 25. During Covid they pivoted marketing into community give-back (donating shoes to 2,050 nurses, funding 500K masks), tripling sales from April 2020 onward. Vessi passed its one-millionth pair around early 2021, opened physical stores, and expanded into jackets and accessories.

Why it worked

• Patented materials innovation (Dyma-tex knit-in membrane) delivered a category-first claim no incumbent could match
• Kickstarter campaigns raised $2.65M combined and created a waitlist frenzy that itself became marketing
• Community-first brand: pay-what-you-can campaigns and donations built fierce loyalty and tripled sales during Covid
• Aggressive DTC execution and willingness to pause sales protected customer experience and reputation