About us · YUSH

About us

Made in Florence. Developed in Dubai.

YUSH brings together health tech, wellness and luxury. Two shoe entrepreneurs and a tech entrepreneur combine Italian craftsmanship with active technology in the insole, so that the shoe you love to wear also takes care of the legs wearing it. We design for modern women who want products as innovative as they are beautiful.

FlorenceDesign & craft

DubaiTechnology

Founder · The tech entrepreneur
Pietro Allegretti
Serial entrepreneur, passionate about technology, art and philosophy. Fifteen years of entrepreneurship and several startups in IoT, health and fintech: one exit, one scaling up, one just started.
Co-founder · The shoes entrepreneur
Elena Massei
Former co-founder of the shoe brand The Pump Factory. Head of communication at Illimity Bank, Milan.
Co-founder · The shoes entrepreneur
Iana Mizunschi
Co-founder of NudeByPencil, a UAE-based shoe brand. Works in investment consulting in Dubai.
CTO
Leonardo Wei
Software and product engineer with a business twist.
Scientific advisor
Prof. Jack Hirsh
Professor Emeritus of Medicine at McMaster University. Pioneer of neuromuscular electrical stimulation applied to cardiovascular disease.

Recognition

Winner · 2025
Luxury Innovation Awards
Category Lifestyle, Beauty and Wellness Innovation. The awards close the Luxury Innovation Summit in Geneva; winners are chosen by an international jury of luxury-industry leaders after live presentations.
Accelerator
Health Wildcatters
The Dallas-based accelerator dedicated to healthcare startups, with mentoring and access to clinical and investor networks in the United States.
Intellectual property
Patent pending
International application PCT/IB2026/051588, published as WO/2026/176346.

Our ecosystem

Rooted in Florence and Dubai, YUSH grows with some of the most active players in innovation and entrepreneurship.