EMMA IS Joost van Verseveld

Product Development Manager Footwear 

At EMMA Safety Footwear, everything revolves around craftsmanship, innovation and a genuine love for the product. And that combination is exactly what drives Joost van Verseveld. Since October 2025, Joost has been working as Product Development Manager Footwear. With a background in sneakers and outdoor footwear, he knows better than anyone how design and comfort can strengthen each other. 

 Joost grew up near Amsterdam, right in the middle of street culture and the hip-hop scene — including the clothing that comes with it. “Music and fashion go hand in hand for me. With an iconic sneaker store around the corner, I was exposed to the coolest shoes when I was just a kid. That’s where my ‘sneaker addiction’ began. Even my current hobbies — street food cooking, barbecuing and producing electronic music — come from that world.”
 
Off to America!
Joost chose a creative study: Industrial Design Engineering at TU Delft. “But in practice, I mainly designed functional devices. In this technical environment, shoes were viewed as fashion items. While in reality, footwear is pure engineering! Every detail requires precision and craftsmanship.” So Joost continued with a Master’s in Strategic Product Design, choosing his own path. “I graduated at a major American safety footwear brand. When I was allowed to visit the factory in the US for the first time and saw the production process with my own eyes, my love for footwear grew even stronger!”

“When I visited the factory in America for the first time and saw the production process with my own eyes, my love for footwear only grew stronger!”

A flourishing career
Joost built a successful career in the footwear industry. At renowned brands, he worked on product development: from creative concepts to technical production. He collaborated with major fashion brands for catwalk shows, led creative direction for a new outdoor walking brand, contributed to several start-ups, presented a sneaker collection in Paris, worked with factories in China and crafted shoes in fashion capital Italy. “As a footwear fanatic, it was incredible to be part of that world.”
 
The turning point
What Joost will never forget is his collaboration with a foundation for people with intellectual disabilities. “My boss at the time wanted to give these people a meaningful role in society. His dream? To keep the foundation running with the revenue from its own footwear line, while also offering participants a valuable daytime activity.” The team organised joint brainstorming sessions and workshops with the participants to create new colourways and products. And that changed everything for Joost. “After years in the ‘superficial’ fashion industry, I wanted my work to have more meaning. Not just making beautiful products but contributing something to society.”
 

“I wanted my work to have more meaning. Not just creating beautiful products, but contributing to society.”

From sneakers to safety
After a short return to the outdoor performance industry, EMMA Safety Footwear reached out. “I hadn’t thought about safety footwear in years, but my curiosity was sparked immediately. Everything fell into place: the personal and professional connection with Elroy Bongers, the social aspect of the workshop and the sustainability ambitions.” But what appealed to him most was the fact that EMMA still produces in the Netherlands. “A unique piece of Dutch pride. The factory, the craft, the people behind it — something to be genuinely proud of. I want to preserve that, and renew it.”
 
Limburg hospitality
When Joost visited EMMA for the first time, his designer heart skipped a beat. As Product Development Manager Footwear, he is fortunate to spend much more time there now. “I still live in Amsterdam, so Kerkrade is quite a distance. But every time I’m there, I’m welcomed with warmth. You can feel the Limburg hospitality. Staying connected with the people in the factory is essential for building a bond — and for developing a strong brand feeling.” That’s why Joost wants to be at EMMA more often. “As I’m responsible for the entire collection — from range planning and market research to design and development — I want to stay close to the making process.”
 
Potential
With his extensive sneaker experience, Joost hopes to help shift the world of safety footwear. “During my studies I worked at IKEA in the warehouse. We wore classic safety shoes back then. When sneakers with safety toecaps hit the market, it was a revelation! That feeling is what I now want to bring — multiplied — to EMMA’s collection.” There is enormous potential in safety footwear, he says. “Work shoes and sneakers are growing closer together. And that’s where my strength lies: combining engineering with style!”