BEYS BEYS is committed to creating an entirely new category of footwear—Shell Shoes. By reimagining traditional shoe types using eco-friendly plastic materials and an integrated design, BEYS delivers a sense of freedom and ease in every step. Adhering to the dual core concepts of “Innovation Reinvention” and “Freedom Ease”, BEYS builds its competitive edge across two key dimensions: product strategy and brand positioning. On the product strategy front, BEYS pioneered the new “Shell Shoes” species. Made from integrated high-polymer composite materials, the shoes are lightweight, flexible, and snug, breaking free from traditional footwear constraints. Ergonomic design, layered air-cushioning, and breathable structures provide scientific arch support and effectively distribute pressure—ensuring all-day comfort. A diverse range of styles and colors caters to urban commuting, sports leisure, and social settings. Limited-edition collaborations and customizable options further enhance the brand’s premium appeal. BEYS also incorporates recyclable manufacturing processes, balancing quality with sustainability. In terms of brand positioning, BEYS champions the slogans “Just because it’s always been this way—does it mean it’s right?” and “Dare to Change”. Targeting a new generation of urban trendsetters who value individuality and quality, BEYS encourages questioning the norm and embracing change—redefining lifestyles through an entirely new wearing experience.