A family history in footwear.
From a cowboy boot store in 1970s Amsterdam to a new technical sneaker label.
STREIM is shaped by almost fifty years of looking at shoes, buying shoes, selling shoes and understanding what makes a pair feel right. Not only as product, but as posture, attitude and movement.
Founded by Daniel Streim, STREIM carries that family eye into a new chapter: technical luxury sneakers designed in Amsterdam, made in Portugal and Italy, and built for the way people move today.
It started with boots.
In 1976, Hartog Streim opened the first Shoebaloo store in Amsterdam. At the time, it was a shoe store with a clear point of view: cowboy boots.
That narrow beginning became the foundation for something much larger. Shoebaloo grew from a specialist store into a Dutch footwear institution, known for its taste, its service and its instinct for what was next.
Shoes were never treated as background. They were the reason people came in, stayed, tried, compared and came back.
A Dutch footwear institution.
Over the years, Shoebaloo became one of the most recognisable names in Dutch luxury footwear. The stores opened across the Netherlands: Amsterdam, Rotterdam, Utrecht and Maastricht.
Each location had its own atmosphere, but the idea stayed the same: the shoe came first.
Shoebaloo was not only a place to buy footwear. It was a place to discover it. Customers came for new brands, new shapes, new materials and the feeling of finding something they had not seen everywhere else.
That instinct, knowing when a shoe has something, is still at the centre of STREIM.
Shoes, staged like objects.
Shoebaloo stores were built as worlds of their own.
White curves. Dark marble. Glass. Light. Reflection. Blue. Movement. The interiors were never neutral. They turned shoes into objects, almost sculptures, and made shopping feel like entering another space.
From the futuristic white architecture of Amsterdam to darker, more intimate stores with marble, mirrors and light, the retail environment became part of the Shoebaloo identity. The stores were designed to make people look longer.
From curation to creation.
Daniel Streim grew up inside that world and later worked within the family business as commercial director and co-owner.
For years, the work was about selection: seeing collections, understanding customers, choosing what belonged on the shelves and what did not.
STREIM comes from that same place, but moves in a different direction. It is not about selecting someone else's product anymore. It is about making our own.
The result is not Shoebaloo 2.0. It is a new label built from the same eye.
A new chapter in footwear.
STREIM first started as an idea in 2021 and began selling in 2023. What began as a product experiment became a sharper focus: a technical sneaker label from Amsterdam, built on proportion, material and movement.
The Kinetic Runner is made in Portugal. The Primo Basket is made in Italy.
Both are designed from Amsterdam with the same discipline that shaped the family's footwear history: look closely, remove what is unnecessary, keep the details that matter.
STREIM is not nostalgia. It is what stayed after Shoebaloo: the eye, the instinct, the obsession with shoes.
Designed in Amsterdam. Made in Portugal and Italy.
STREIM works with European production partners selected for construction, finish and reliability.
The Kinetic Runner is built around technical movement: layered uppers, durable materials, Vibram outsoles and a city-runner silhouette.
The Primo Basket is a court-inspired sneaker made in Italy, built with clean proportions, premium materials and everyday wear in mind.
Different silhouettes. Same standard.
1976 to now
Hartog Streim opens the first Shoebaloo store in Amsterdam, originally focused on cowboy boots.
Shoebaloo grows into a destination for distinctive and luxury footwear.
The stores become known for futuristic interiors, architectural retail design and a strong point of view.
A new footwear idea starts from the Streim family.
STREIM begins selling. In the same year, the Shoebaloo retail chapter comes to an end.
STREIM becomes the focus: designed in Amsterdam, made in Portugal and Italy.
The archive is not decoration.
The Shoebaloo archive is part of the STREIM story because it shows where the eye came from.
Old storefronts. Store interiors. Campaign images. Family material. Architectural spaces. They are not used to recreate the past, but to show the foundation behind the new chapter.
Shoebaloo was about curation. STREIM is about creation. The line between the two is the family eye.
Built from a family history in footwear.
STREIM is a technical luxury sneaker label from Amsterdam. Designed for movement. Made in Europe.