The shoes may have an old New England sensibility, but Rancourt is hardly an old-fashioned operation. "In the old days, you could take out an ad in a magazine or open a store, and that's how you were going to sell your shoes," says Kyle Rancourt, who co-founded the company with this father and serves as the VP of Sales & Marketing. "Today you really need to be smarter about it." For Kyle, that means embracing modern marketing and a built out social media presence alongside upgrades like an at-home fitting program, online shoe customization engine, and computer-operated cutting machine capable of paring the prototyping process down to a matter of weeks, not months. The idea is to hand craft shoes without ignoring technologies that allow cobblers to work with more clients more efficiently.