Daniel Bush is a British footwear designer who moved to Germany to master the technical shoemaking processes following his extraordinary idea for a shoe brand – high heels for men. This fashion start-up is not your ordinary brand. And it’s not for everyone, however, everyone can appreciate a simple yet brilliant concept behind it.

“Existing high heels in men’s sizes have been designed to fit ladies. To be comfortable, they have to be designed differently, designed to fit a man’s foot”, – in one sentence Mr Bush perfectly describes his market opportunity and a target customer.

Daniel Bush and his team at Cross Sword has launched a Kickstarter campaign to back their first collection of beautifully made handcrafted high heels for men. The team behind the brand have been researching, prototyping and testing for several years to make a shoe that fits a man’s foot.

The campaign cleverly leaves the question ‘who is that man’ open-ended. Cross Sword, even if the name implies, do not position themselves as a brand for crossdressers only, the marketing message says ‘male fashionista’, opening up a market window for anyone, who feels like a high heel.

We’re intrigued, what about you?