Fresh Steps at Feet First Noosa
With new ownership, and a refreshed vision, Feet First on Hastings Street is stepping confidently into its next chapter, as Carlie Wacker discovers.
On Hastings Street you’ll find barefoot beachgoers and sense that shoes might be optional, yet tucked among Noosa’s boutiques and cafés, Feet First has quietly become a long-standing destination for footwear that blends comfort, craftsmanship and style.
Now, after three decades serving locals and loyal visitors alike, the store is entering a new era under the guidance of owners Mitch Ogle and Chris Wicks.
The lads bring a fresh energy while honouring the foundations that made the shop a staple of the street.
For Mitch, owning a footwear store has been a long time coming.
“This is actually my second ever job,” he says with a laugh. “I started as a casual at Athlete’s Foot and worked my way up over 15 years.”
Buying a store of his own was always part of the plan. When the opportunity arose to take over Feet First Noosa the move felt like the perfect fit both professionally and personally.
“Having the beach thirty seconds away is pretty handy,” Mitch says. “I’d spent my whole working life inside shopping centres, not seeing the sun. It was a bit soul-destroying. The lifestyle here was definitely a big factor.”
Originally from Queensland, Mitch grew up moving around the state while his father worked in mining safety. From North Queensland to Central Queensland and later Brisbane, his career eventually brought him to Noosa when the chance to purchase the store appeared.
While the location was part of the attraction, Mitch also recognised the potential within the business itself.
“The previous owners had done a great job and built a loyal following over 30 years,” he explains. “I’m all about keeping what people love about this shop but also letting a younger generation know there’s something here for them too.”
That philosophy has shaped the store’s evolution. Core brands remain firmly in place with familiar names that long-time customers trust.
“We’ve still got Birkenstock, Frankie 4, Ecco, Sperry, Pikolinos and Hispanitas,” Mitch says. “They’ve been big sellers for years.”
In fact, they have an entire wall dedicated to Birkenstock and would have to have one of the biggest ranges in the region.
Alongside the classics, the range has expanded with brands Mitch knows well from his time working with podiatrists, physiotherapists and performance footwear specialists.
“We’ve brought in Brooks Running, which I believe is one of the best running brands out there,” he says. “It was consistently the number one brand recommended by podiatrists when I worked in Brisbane.”
For serious runners or anyone seeking proper support, Brooks helps fill a gap in the store’s athletic offering.
“We’ve got Hoka at one end with big, cushioned soles, and On which is lightweight and low profile,” Mitch explains. “Brooks sits nicely in the middle for more of a traditional runner.”
Then there are brands chosen specifically with Noosa in mind.
One of Mitch’s favourite additions is Olukai – a super cool Hawaiian surf-inspired label that perfectly captures our coastal lifestyle.
“It’s just perfectly suited to Noosa,” he says. “Casual but still smart, really comfortable and there are some beautiful premium styles as well.”
The connection runs deeper than aesthetics. The brand’s relaxed ‘beach to bar’ philosophy mirrors the rhythm of Hastings Street itself where mornings begin with ocean swims and afternoons often drift into long lunches or sunset drinks if you’re lucky.
“Michael from Noosa Longboards came in and was absolutely raving about them,” Mitch says. “There’s that shared Hawaiian surf culture which ties in nicely.”
Beyond everyday footwear, Mitch is also developing new specialty areas. Golf shoes are one category he believes holds strong potential.
“With eight golf courses around the region, it’s definitely something I want to build,” he says. “We’ve always stocked Ecco Golf for men and women, but now we’ve added Asics golf shoes for men as well. I’m always looking at what the market needs. Watch this space.”
Inside the store, the changes are visible too. In the first year alone Mitch and Chris invested in refreshing the space
to give the store a lighter, more contemporary feel while keeping the welcoming atmosphere that regular customers expect.
They launched a Loyalty Program and revamped the website which is now a hub for shopping the latest range, sale items and accessories with free delivery for orders over $100.
Through the transition some things stayed the same, like some of the team.
Julie has been with the store for three years, Vicky for five, while Danielle, Dana and Preston, a local teen triathlete who finished school last year, round out the friendly crew.
“They’re fantastic,” Mitch says. “Our team genuinely want to help you find a style that works for you and to ensure that you receive the proper fit. That’s a big part of what we do. If we don’t have your size or a particular colour, we can generally order it in for you.
Oh and yes, sandy feet are welcome.
“People can walk in straight off the beach and we’ll look after them and ensure they put their Feet First,” he says.
In a place like Noosa, that seems entirely “fitting”.
