About whatshoes
About whatshoes
whatshoes started with one product: the M77 Norwegian Army combat boot.
The M77 has been standard issue for the Norwegian military for over 40 years. It is made by Samelin — a factory in Tartu, Estonia with 75 years of boot manufacturing behind it, NATO-certified, the same facility that has supplied armed forces across Northern Europe. When we came across these boots, the decision to build a store around them was straightforward.
Most of what gets sold as "military-style" footwear has no connection to actual military production. The M77 does. It is a genuine piece of equipment with a real supply chain and a real history — and it is available to anyone who wants a boot built to outlast casual use.
That is what whatshoes is: a direct route to authentic European military and heritage footwear, sourced from the manufacturers who make the real thing.
The manufacturer
Every boot we sell is made by Samelin OÜ in Tartu, Estonia.
Samelin has been producing footwear since 1948. They manufacture boots for the Norwegian, Estonian, Finnish, and German armed forces. They hold NATO AQAP 2110 and ISO 9001 certification. In 2017 they were named Estonia's Defence Industry Company of the Year.
When you buy from whatshoes, you are buying directly from that supply chain — not a licence, not an imitation.
Who we are
whatshoes is operated by Otter OÜ, based in Tallinn, Estonia.
Questions: hello@whatshoes.co