Pedestrian Project

Pedestrian Project is a natural foot care brand founded on a simple belief: healthy feet are the foundation of everything. The company creates clean, effective products designed around the body's natural movement.

Matt Jacobs co-founded Pedestrian Project after noticing how few people think about foot health until something goes wrong. The brand's products are formulated without harsh chemicals, using natural ingredients that work with the body rather than against it. From the start, Pedestrian Project positioned itself as a category-defining alternative to clinical foot care, making products that feel essential rather than medicinal.

The company grew through direct-to-consumer sales, building a community of customers who valued simplicity and transparency. By the time Jacobs appeared on How I Built This, Pedestrian Project had expanded beyond a single product line into a full foot care system. The episode highlighted how the founders turned a personal pain point into a growing business by focusing on what consumers actually need: straightforward, effective products that fit into daily routines without fanfare.

Pedestrian Project champions a more walkable world, and its brand identity is built around the idea that foot care should be as routine as brushing your teeth. The company continues to operate with a direct-to-consumer ethos while exploring retail partnerships that align with its clean-label standards.