A cobbler in Kendal and an Italian company established by a pioneering mountaineer may seem unlikely collaborators but Chris Hulse is making his mark in the world of footwear.
The co-owner of Sole and Trail on The New Shambles in Kendal is the first in the UK and one of only four in Europe to be chosen as an official ambassador for Vibram, a company specialising in high performance rubber outsoles.
“To be asked was quite a shock!” he told Business Crack in a brief break between customers at the shop he runs with brother Ty Pashley.
They may be based down a quiet street in Kendal town centre but their expertise is in demand worldwide, something which brought Chris to the attention of Vibram.
The company was set up by Vitale Bramani who was born in Milan in 1900 and went on to enjoy success exploring the Alps throughout the 1930s.
In 1937 he used his experience on the slopes to invent the first of what has become a range of specialist soles in demand by mountaineers, walkers, climbers and cyclists.
For Chris, a cobbler for 13 years, repairing, upgrading and keeping good footwear going is important.
“The post-Covid world is very different – before Covid people would come in and ask for new heels on shoes,” Chris said. “That traditional work has largely dried up as office work has changed.
“People now live in trainers and so we’ve followed what people want.”
Seminars and events in Italy means that Chris has the expertise and access to new lines of soles which may not be widely available.
By attending events to learn the latest techniques and technology on offer has helped build a business with clients far beyond Cumbria.
With 11,000 followers on Facebook the shop has harnessed social media.
“We’ve done work for comedians, musicians – a whole range of clients,” Chris said who recounted how mending the Doc Martens of the tour manager of singer songwriter Miles Kane led to a memorable experience with the star.
But the aim is to work within a customer’s budget, whether big or small, to keep favourite shoes in use.
“There’s been a big change over the last 10 years or so with people now prepared to pay to have shoes repaired,” Chris said.
“For example a pair of shoes which cost £35 when they were new and now are no longer available were repaired for £26 – so it’s good value.
“It is a niche market but we like to push the boundaries. Resoling crocs so they become footwear with a lot better grip is very popular at the moment.”
He says the impression of the brand as only for hardy walking types is misleading; an urban collection is also available aimed at offering good grip for elderly customers to provide safer walking.
Later this year Chris will be spending time with Vibram aboard the company’s specialist truck which visited Kendal Mountain Festival when it reaches Chamonix.
But the shop will be in good hands; Ty came third in the national shoe repair competition 2025, the second year in a row the pair have gained a top three finish in the event.
