HOOV is a shoe brand designed to meet the footwear needs of our aging population. The products are designed based on the reality that many people wear shoes with the incorrect tread for different surfaces. By providing a variety of distinct tread options (ex., A smooth tread for carpets to avoid snagging) and a clear guide for the users to find the correct tread for them, we can empower the elderly to feel more confident that they will not encounter unnecessary footwear-induced falls. The shoe also incorporates user-friendly functions such as the BOA lacing system to remove some of the roadblocks the target user might encounter. Moreover, the shoe is designed to visually look stable and sturdy while walking the fine line between classy and sporty.