A new vending machine concept that distributes cute flats presents an ingenious solution to the ongoing problem of heels causing sore feet on a night out.
Ashley Ross, 25, and Lindsay Klimitz, 26, from Las Vegas, have bought the rights to manufacture and distribute Rollasole flats in clubs across the U.S.
They stumbled across the UK-based company after a long night out and were in desperate need of a quick-fix for their stiletto-wearing sore feet dilemmas.
The idea of a vending machine that sells ballet flats was their answer.
Soft and squishy, the shoes come out of the vending machine rolled up in a plastic cup, and according to Rollasole, they're also recyclable - to ensure no one clutters up U.S. landfills with too many disposable shoes.
The entrepreneurial pair are working on more diverse style choices, with an array of flats that feature gold studs, rhinestones, polka dots and leopard print, ensuring all outfits are catered for.
Along with a tiny purse and a tiny dress, the towering stiletto completes the club girl's uniform, and taking them off to go barefoot is not an option according to Ross.
She told LA Weekly: 'It is not a good look. It's not classy.'
The vending machine ballet flats are designed to roll up and fit in the tiniest of purses and are also recyclable
Klimitz agreed, adding: 'Both of us are not really people that would walk barefoot. I know a lot of girls are into walking barefoot - when they're in just too much pain, they can't take it. But me and her would literally suffer through the pain.' Club girl or not, high heels are synonymous with sore feet, a universal truth among women. How long a girl can go before chucking them in for a comfier option varies, but Ross concedes it's about a couple of hours.
She explained: 'Two hours is the limit for a lot of girls. If you put a few drinks in them, probably one hour.'
Discipline, peer pressure and band aids have been the answer until now, and it appears that it's not just girls who are happy about the introduction of the Rollasole vending machines.
Club owners approve because girls who wear them stay out an average of 40 minutes later, according to a survey Ross and Klimitz commissioned.
Rollasole machines sell ballet flats at $20 per pair
Guys like the shoes because it keeps girls out partying for the night, minus the sore-feet whining, with many gentlemen getting let off the popular carrying-the-girl-home hook.
So far there are three Rollasole vending machines in Las Vegas, one in the Venetian Hotel in front of Tao nightclub, one in Vanity at the Hard Rock casino, and one at the Tropicana.
Bringing the vending machines to Hollywood, the most recent addition is located beside the women's restroom at the nightlife superpower, Colony.
Selling for $19.95 per pair, they beat having to bring a pair of flip-flops to a club, which one of the girls' friends often does. Apparently other girls look at her with envy.
Not wearing heels in the first place for a night of dancing would seem like an obvious answer, but as Ross and Klimitz both declare a 'No' in unison at the option, Rollasoles are clearly a better one.
