Start Rite

Start-rite is a brand of children's shoes. The shoemaker, reportedly Britain's oldest and one of the first manufacturers in Norfolk, was founded in 1792 in Norwich, England by James Smith. His grandson, James Southall, gave the company its current name; it became famous during the 20th century in part thanks to an iconic poster, which read "Children's shoes have a long way to go" and which was displayed on the London Underground for 20 years from 1947.
The company focused on fitting shoes correctly to children's feet and was the first to introduce variable width adjustments for children's shoes.