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The story of three friends who love shoes and the internet is told on Spartoo.co.uk. After graduating, Boris, Paul, and Jeremie wanted to start their own company that would be similar to them. They choose to launch their own internet shoe business after giving it some thought. In 2006, they set out on this quest, naming their website Spartoo.com after the ancient leather sandals known as spartans and the city of Sparta, which was one of the most influential towns in ancient Greece. The two Os that distinguish one of the biggest success stories on the Internet, inserted in a cunning manner, kelkOO, yahOO, and goOGle