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Let Loose launches ‘SH*T Shoes’ designed to make going to the toilet easier
- Thea Chippendale
- 1 day ago
- 4 min read
Key Takeaways
Let Loose has launched the limited-edition SH*T Shoes, designed to recreate a squatting position while using the toilet.
The seven-inch platform sandals are intended as an alternative to traditional toilet footstools and retail for $69.
The product was inspired by founder Alexandra Houx Grounds’ experience with constipation, bloating and digestive discomfort.
The campaign includes educational messaging about the benefits of squatting during bowel movements, alongside the product launch.
There are very few products capable of making people stop scrolling quite like a pair of platform sandals designed exclusively to help you sh*t.
That’s exactly what gut health brand Let Loose has achieved with the launch of its limited-edition SH*T Shoes, a pair of seven-inch platform sandals created to help users recreate a natural squatting position while using the toilet. The shoes have been designed as an alternative to traditional toilet footstools, the shoes aim to raise the knees above the hips, a position that many healthcare professionals say can help reduce straining and make bowel movements easier.
Although at first glance, the product may seem a bit ridiculous, however, with a little bit of research and insight it becomes clear that this isn’t simply a novelty launch designed to generate headlines. Every part of the campaign has been carefully considered, from the retro-inspired product design to the high-quality photography, playful branding and editorial-style creative direction that makes the shoes and this campaign feel like the perfect accessory. At a time when many brands are turning to AI-generated visuals or simple product renders to launch new ideas, Let Loose has invested in creative assets that elevate the entire campaign and make the imagery just as shareable as the product itself.
How Let Loose turned a common bathroom problem into a product people can’t stop talking about
While the shoes might feel unexpected, the consumer insight behind them is anything but.
Conversations around toilet posture, constipation and digestive health have become increasingly common across social media, with products like the Squatty Potty regularly going viral on TikTok as creators share bathroom hacks, bowel health advice and their own experiences with constipation. Videos discussing the “best position to poop” or demonstrating toilet footstools continue to rack up millions of views, largely because they’re rooted in a problem so many people experience but rarely talk about openly.
Rather than trying to manufacture a new conversation, Let Loose has stepped into one that’s already happening. The brand has simply taken an existing behaviour that consumers already understand and packaged it in a way that’s impossible to ignore.
The concept itself was inspired by founder Alexandra Houx Grounds’ own experience with constipation, bloating and digestive discomfort, struggles that eventually led her to launch Let Loose as a gut health brand. Speaking about the product, she explained, “When you sit on the toilet, it is not the natural position you’re supposed to be in to poop,” adding that squatting allows the colon to “unkink” and helps waste move through the body more easily. That personal connection gives the campaign authenticity from the outset, making it feel like an extension of the brand’s wider mission rather than a one-off publicity stunt.
Why the SH*T Shoes are backed by more than just a funny idea
As outrageous as the product appears, it’s built around a principle that has existed for years.
Healthcare professionals have long suggested that elevating the knees above the hips while using the toilet can help straighten the anorectal angle, making bowel movements easier and reducing the need to strain. It’s the same thinking behind products such as the Squatty Potty, but Let Loose has reimagined the idea by building the elevation directly into a pair of chunky platform sandals instead of a plastic bathroom stool.
According to recent surveys [1] around 16% of Americans experience constipation, with the figure rising to almost one in three adults over the age of 60. Frequent straining has also been linked to conditions such as haemorrhoids, making conversations around toilet posture more than simply a wellness trend.
Rather than presenting those facts through a traditional educational campaign, Let Loose has wrapped them inside a product that people naturally want to click on, share and discuss. The humour may be what initially captures attention, but the campaign is grounded in a genuine health insight that gives the product a reason to exist beyond its novelty.
Why this campaign feels perfectly designed for the internet
The strongest social campaigns rarely rely on people buying the product immediately. Instead, they create something that people feel compelled to send to someone else.
This is exactly what Let Loose has built here, they've created a product that is not only visually striking, but the name is impossible to ignore. The name allows the whole concept to be understood within seconds, which in turn makes it ideal for platforms like TikTok and Instagram where curiosity always drives engagement. Even the inevitable comments questioning whether the shoes are “real” become part of the campaign because every conversation pushes the product further into people’s feeds.
Importantly, the attention doesn’t come from shock value alone. Once people click, they discover a product grounded in genuine anatomy, inspired by the founder’s own experience and backed by an insight that’s already familiar to many consumers. The humour gets people through the door, but it’s the credibility that stops the campaign from feeling disposable.
Why The PR Insider loves it
There are plenty of campaigns that make people laugh, and there are plenty that educate consumers about an everyday health issue. It’s much rarer to find one that manages to do both without compromising either.
What Let Loose has created isn’t just a novelty product, it’s a conversation starter that transforms an existing piece of health advice into something people want to share, proving that brands don’t always need to invent something completely new to generate attention. Sometimes, the most effective campaigns come from looking at an everyday behaviour everyone already recognises and presenting it through a completely unexpected lens.
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