FOOTWEAR FOCUS ROAD TEST


Bliss for your back Y


ou may have noticed that a lot of political debate has recently focused on the youth vote. Of course Footwear Today rises above such matters


and doesn't take sides. Footwear Today is firmly committed to the centre ground in its policy of unwavering belief that a left foot is in no shape or form superior to a right foot. And, is committed to its fully-costed policy that everyone, the young, the old and those in the middle, should have fashionable and comfortable shoes. (Hurrah! Standing ovation please).


Sadly, the same balanced, neutral, impartial approach is taken by back


pain. It can afflict anyone of any age. Obviously elderly people often wish God had fitted grease nipples on their spines, and their other joints for that matter. That way, with a small squeeze of the grease can, a small amount of lubricant could be injected into their spinal columns. This would allow them to leap out of bed in the morning, throw away any sticks, Zimmer frames or crutches and conduct life at the same pace they did ten, twenty, thirty or even forty years ago. When it comes to "intelligent design" a lot of elderly people think grease nipples were a serious omission and that reliance on fistfuls of man-made analgesics is no substitute.


But as I said, back pain does not discriminate, it


can just as easily afflict the young and those in middle years. That is unsurprising. The elderly have to accept that like any piece of bio- mechanical machinery, the body wears out over time.


Younger people have not appreciated that truth.


They nevertheless succumb to back trouble. That too is not surprising, the young are more active than the elderly, more likely to be engaged in sporting activities and more likely to run for that bus, when the older person may take a couple of faster steps to show willing and then capitulate to the receding omnibus, saying to themselves, “I’ll catch the next one”.


However, help is at hand, a Swiss-based company, Joya, gave me a pair of


their Tony shoes to road test. Almost despite being a shoe company, the human back is Joya’s focus: their new slogan is “Bliss for your back” promotes shoes, not back supports. Joya is immensely proud of receiving a seal of quality from the AGR (Aktion Gesunder Rucken e.V) in Germany. AGR, that translates as “Campaign for Healthier Backs” provides information about the causes of backache and how to avoid it as well as therapies to remedy backache. AGR have given their seal of approval to the complete Joya range of shoes as back-friendly.


The Tony shoe is an example of Joya's approach to shoemaking and the


way it seeks to keep backs healthy and help those with back issues. As one might expect from a Swiss company the quality of the make and the materials (think Swiss watches). They also bear the hallmark of Swiss ingenuity and flexibility (think Swiss penknives).


16 • FOOTWEAR TODAY • JANUARY 2018 The Tony has a mix of high-quality natural and synthetic materials that


enhance the support yet provide the comfort and flexibility required to protect backs and ameliorate back pain.


Integral to the construction of the shoes are Ortholite insoles. These are


light-weight, washable, anti-microbial material internal soles. They are made with open-cell foam, allowing air to circulate keeping the foot cooler and drier and they provide additional cushioning to the rugged and durable exterior build of the shoe.


Coincidently I have recently suffered a non-aged related back problem that allowed me to experience the real benefits of a shoe that is designed for one’s back. I don’t know if there is any scientific basis that the AGR might apply to my purely personal and empirical experience. Unimaginable pressure is exerted every time we put one foot in front of another and much of that kinetic energy is dispersed through the back. I felt that the Tony seemed to absorb the impact, dissipating some of the energy so that it reduced the pressure on my back and made my walking more confident which must, inevitably, help my back recovery.


Back problems are a pain in the….


Back. Anyone who is on their feet all day or has a job that involves constant impact on the spine simply from walking – here I am thinking catering


staff, shop assistants, nurses, a whole swathe of working people – could find a shoe company that protects backs worth looking at. And, of course you don't have to be


old to be doing these jobs. To sum up it was a whole new experience with Joya shoes... I wore them


continuously from the start as the cushioning was far superior to my regular shoes. The soles were like standing on soft pillows. I could definitely walk further and for longer periods of time. In fact they were so comfortable I wore them all day long, my feet were so relieved.


Product details:


Tony Safari. Article No. 096spo. A retro sneaker with a soft textile upper. A medium/wide casual style which looks and feels great. Effective relief for the back and joints. Unique walking comfort.


Contact: Lee Patten T: 07809 207473 E: info@goldenconcept.co.uk


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