Hot Foot: St. Pete-Inspired Shoe to Launch in March

Brothers Will and Joe Llewellyn are set to fulfill a lifelong ambition by launching their company, Moondeck, with the debut of the Lunar Tide 1 shoe.

 

Pre-orders commenced on October 14 via a crowdfunding platform, with the official release slated for March 2026.

 

Local retailers in St. Petersburg will also carry the shoe starting that month.

 

The inspiration for this venture traces back to their experiences aboard the sailboat Endoxi.

 

Originally from Saint Paul, Minnesota, Will acquired the 1976 vessel five years ago to reconnect with St. Pete, where he had lived in 2016.

 

Docked at the St. Petersburg Municipal Marina, the Endoxi became a hub for the brothers, who taught themselves to sail and frequently explored the city on foot.

 

They often found themselves changing footwear to suit different activities.

 

“We wanted one shoe that could be perfect for the lifestyle of living in St. Pete,” Will explained.

 

Finding no suitable options locally, they decided to design their own.

 

During moonlit evenings on the Endoxi, they brainstormed ideas, leading to the creation of Moondeck.

 

Over four years, they developed the Lunar Tide 1, a backless slip-on combining the ease of a sandal with the support of an athletic shoe.

 

Despite lacking prior experience in shoemaking—Will's background is in sustainability technology and Joe's in pharmaceutical research—they persevered.

 

“We just got our honorary degree in footwear development,” Will joked.

 

Initially, they collaborated with a Portuguese factory known for high-quality production but found the costs prohibitive.

 

After over a year, they shifted to a Vietnamese manufacturer with more affordable production costs.

 

Their crowdfunding campaign has been well-received, with approximately 500 pairs pre-ordered and commitments for an additional 300 to 400 units from stores in St. Pete and Reno, Nevada, where Joe resides.

 

The first production run will consist of 2,000 pairs.

 

Looking ahead, the Llewellyn brothers aim to design shoes for various markets.

 

For more information, visit the Moondeck website.