Foot Health and Comfort
Walking on air T
“RETAILERS ONLY HAVE 15 SECONDS TO SELL A PAIR OF SHOES - IN THAT 15 SECONDS A CUSTOMER HAS
DECIDED IF THEY LIKE THE LOOK, IF THEY LIKE THE COLOUR, AND IF THEY ARE
COMFORTABLE OR NOT – IF NOT THEN THEY ARE BACK ON THE SHELF.” DARYL FULLS OF MOSHULU
Britain’s ageing Sixties generation needs a footwear industry that puts a spring in its step. For some the odd bunion, in growing toenail or arthritis is not going to deter them from hiking in the Himalayas or dancing the night away on a cruise ship in the tropics. There is less excuse nowadays
for hobbling around with bad feet as modern comfort shoes can banish the problems that cause the
18 • FOOTWEAR TODAY •MAY 2009 Moshulu Ellis
discomfort. Many comfort shoe brands offer features such as anatomical footbeds, or insoles, that can make your feet more comfortable and improve your posture, eliminating back pain. An example of this being the Hotter ‘Comfort
Concept’ ‘Dream’ trainer, designed to cushion the knees and back, perfect for any form of exercise or even just running around the town. In addition, the cool ventilated footbed with air holes means that feet will always be able to breathe. Hotter shoes are recommended by 12,000 of the UK’s top podiatrists. The Italian comfort brand Geox not only provides
the fashion forward answer to this summer’s footwear conundrum, but also back up their design with tiptop technical appeal. The Geox experience offers the wearer a revolution in patented breathable technology. Micro-holes let perspiration from the feet out of the shoes, and the protective breathable membrane keeps water out and the feet dry. The process is made possible as the membrance’s
hese days, comfort no longer has to be sacrificed on the altar of style. Advances in science and technology have led to a new generation of footwear brands that specifically
market comfort, offering a wider fit which many people of all ages need, but, with younger, more active and fashionable styles. That is not to say that this traditional specialist
market - people with problem feet who are elderly or otherwise - isn't still a large and viable one. An ageing population ensures that extra roomy variants to help soothe the wide range of ailments that increase with age will always be in demand. However, whatever the ravages of time have
wrought on their feet, most senior citizens want comfortable shoes that take account of the years of wear and tear without looking as though they’ve been kitted out by the NHS. As it enters its autumn years
micro-pore are larger than water vapor molecules, but smaller than water droplets – this creates the ideal microclimate inside any Geox shoe. The technology enables feet to stay cool in the summer in breathable footwear. As Geox states, the humidity is eliminated from the inside of the shoe, making the footwear more hygienic. Another example of science driven design is the German brand Caprice, who are renowned for their innovative comfort footwear technology, called “Walking on Air” that is patented throughout Europe. Caprice has adapted the natural curve of the heel for fashionable all leather comfort shoes - “as if walking barefoot” - and the flexible sole, insole and upper work together to provide a feeling of lightness. Additional features include optimal moisture
reduction during and after wear, insulation against cold and heat and cushioning providing up to 62% less pressure than conventional shoes. Also, up to 50% more shock absorbency, due to the pneumatic chambers and stabilisers in the heel, which work to help reduce the pressure exerted during walking on the spine, discs and joints. The ethical footwear brand Terra Plana, goes back to basics with its Vivo Barefoot range. The brand
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