The first footwear redesign company in the world. 

Founded by Jelske Peterson and Jarah Stoop, Peterson Stoop is a pioneering footwear re-design company that gives shoes a new soul. With a decade of experience, we specialize in custom re-designs, patchwork and limited edition drops, offering a fresh lease of life to shoes.

Jelske Peterson, born in Groningen, The Netherlands in 1983, grew up in a family deeply committed to political engagement and making a positive impact on the world. Jarah Stoop, born in Nelson, New Zealand in 1982, hails from an adventurous family of entrepreneurs and artists. Jelske Peterson and Jarah Stoop, both passionate about design and sustainability, joined forces after meeting during their studies at the prestigious art school ArtEZ, Arnhem in The Netherlands. Their shared vision led to the founding of Peterson Stoop in 2013. Collaborating with renowned designers and companies such as ByBorre, Timberland and Jeff Staple, they gained recognition for their innovative approach.

Peterson's prior experience working for Nils Kalf, renowned cobbler in Amsterdam enlightened her about the disposable nature of sneakers, as they were not designed for repair like traditional shoe brands such as Church's, Alden, and Santoni. Driven by their desire to make a positive impact, Peterson and Stoop developed a unique technique they named the Circle Welt™. This trademarked method involves more than manual 100 steps. Wrapping a strip of leather around the shoe's upper and sewing it to the midsole, giving unrepairable shoes a new soul.

In 2016, their first product featuring the Circle Welt™ technique gained global attention, with clients from around the world seeking the Peterson Stoop treatment for their shoes. This success allowed them to collaborate with select retail partners who shared their ethos.

Peterson Stoop not only redesigns existing shoes with the Circle Welt™, but also excels at deconstructing worn shoes and rebuilding them, as seen in their Patchwork collection. Their dedication to sustainability led them to explore new applications of their technique, supported by funding from The Stimuleringsfonds.

As they continue their journey, Peterson Stoop remains committed to innovation and sustainable practices. In the coming year, they will focus on becoming a measurable sustainable company, sharing articles on their impact and emphasizing accountability, traceability, and collaboration.