# Xero Shoes: Steven Sashen and Lena Phoenix

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-03-13
- Length: 1h 24m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix

## Summary

Steven Sashen and Lena Phoenix, founders of Xero Shoes, recount their journey from DIY rubber sandal kits to a $50 million minimalist footwear brand. They detail early manufacturing failures with a Korean factory, the pivot to China, and the viral impact of their Shark Tank appearance. The episode covers their product design philosophy, supply chain challenges including tariffs and debt, and their strategy for scaling through direct-to-consumer channels and community engagement.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=0) Introduction: Steven Sashen and Lena Phoenix
- [5:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=313) Early Lives: Comedy, Screenwriting Software, and Real Estate
- [13:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=835) Meeting and Relationship Dynamics
- [27:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=1670) The Barefoot Running Epiphany and DIY Sandals
- [38:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=2286) Launching Invisible Shoes and Early Growth
- [49:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=2977) Manufacturing Meltdown in Korea
- [55:39](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=3339) Rebranding to Xero and Shark Tank Appearance
- [1:01:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=3718) Scaling Production and Product Line Expansion
- [1:10:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=4238) Trade Wars, Debt, and Private Equity
- [1:17:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix#t=4638) Future Plans and Founder Reflections

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

founders before launch, companies scaling up

## Mentioned

- Xero Shoes (product)
- Vibram (material)
- Born to Run (other)
- Shark Tank (other)
- Kevin O'Leary (other)
- TZP (company)
- Crocs (company)
- Nike (company)
- New Balance (company)
- Scriptware (product)

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- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)
- [Afterschool Podcast, Episode 1 - Rich Brilliant Willing](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-19-afterschool-podcast-episode-1-rich-brilliant-willing) (Core77 Podcast)
- [006: Customizable swimwear with Kelsey Duffy of Versakini](https://hardwarepodcasts.com/podcast/product-startup/2016-04-19-006-customizable-swimwear-with-kelsey-duffy-of-versakini) (Product Startup)
- [#100 Toasting to 100 Episodes of The Startup CPG Podcast with Our Favorite Moments](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-07-25-100-toasting-to-100-episodes-of-the-startup-cpg-podcast-with-our-favorite-moment) (The Startup CPG Podcast)

## Citing this page

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