Unlike traditional rubber boots, the wedgewelly offers a snug and supportive fit. Loose fitting boots can lead to flattened arches, resulting in injuries to your feet, ankles knees, hips and back. Wedgewelly became famous following its successful pitch on the hit tv show dragon's den. Theo paphitis invested in the company and says "the wedgewelly is a very exciting product, it's been designed to be both practical and stylish." Waterproof Unlike traditional rubber boots, the wedge well offers a snug and supportive fit. Loose fitting boots can lead to flattened arches, resulting in injuries to your feet, ankles knees, hips and back. Wedge welly became famous following its successful pitch on the hit tv show dragon's den. Theo paphitis invested in the company and says "the wedge welly is a very exciting product; it's been designed to be both practical and stylish."