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It can be reasonably argued that the origins of modern footwear were based on the need to protect the soft feet of our ancestors from the sharp and unfriendly ground on which they roamed. And when it got a little cold (say some time around the last ice age) footwear was also pretty useful for keeping our toes safe from frostbite. Furthermore, you could then argue that this in turn ensured the feet of our distant forefathers remained attached to the rest of their bodies long enough to enable them to successfully propagate homo sapiens down through the eons...
Comfort, in short, is what they provided and it was important! And, grandiose assertions regarding the origin of the species aside, it is fair to say that that the provision of comfort in our footwear has remained pretty high on the agenda ever since.
Fast forwarding through to the modern age, with our technology and our science, the market place has never been more gloriously awash with diverse brands that specifically market comfort as their USP. Brands that rightly revel in proclaiming that no longer does comfort have to be sacrificed on the alter of style and that to look good doesn't necessarily mean enduring the ‘breaking in' of your chosen shoe and the swathes of sticking plasters this requires.
These companies are also making a move away from the traditional origins of the comfort market; the extra, extra wide shoes (and even EEE+ and beyond in some cases) in various shades of beige catering for the elderly or infirm. 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.
Indeed there are many companies that go to market on this basis offering products that are built for purpose and not necessarily for their aesthetic grace and they do this very well offering products and services beyond the shoes specific to their niche. A company called Cosy Feet, for example, offer hosiery and sock products for circulation problems and even go as far as offering advice on their website tailored to the interests of their clientele such as information on VAT relief which the elderly and chronically sick can claim.
Modern comfort shoe brands, however, are continuing to make strides in a direction that makes a clear distinction between their comfortable offering and that of the traditional comfort footwear sector. One such example is E.Sutton & Son who offer two ranges; Finesse ("Style with a little more") and Comfort Plus. The latter range is specifically made with a wider fit but includes attention to styling too.
An example of this being the Sheena - a slightly heeled peep with discreet detailing on toe. In their Finesse range there is a great selection of eye catching designs ranging from wedges to ballerinas and smart formal court shoes. David Buchanan of the Sutton Group expands, "Shoes need to have both form and function and this is central to our approach. Trends continue to reflect the much younger outlook of our customers. Even with Comfort Plus, which is more traditional, the direction is very much towards younger more active and fashionable styles."
Advances in technology have also led to the promotion of comfort footwear that adds value without losing any of the aesthetic quality that today's consumers demand. A great example of this scientific driven design is the Italian brand Geox. As their representation in the UK explained, "Geox not only provides the fashion forward answer to this summer's footwear conundrum, but they also back up their design with tiptop technical appeal."
This particular value add is based around their patented "Breathes" technology. Micro-holes let perspiration from the feet out of the shoes whilst simultaneously the protective breathable membrane keeps water out and the feet dry. This process is made possible as the membrane's micro-pores are larger than water vapor molecules, but smaller than water droplets thus creating the ideal microclimate inside any Geox shoe. The range for Geox is vast and has a great feel to it. As their UK representation suggests, "This summer stay cool in versatile pumps without the swollen feeling after a shopping trip, or wear evening shoes on holiday without feeling uncomfortable."
One brand absolutely intent on promoting form with the underlying assurance of cosiness you would expect from a comfort brand is Moshulu. They consistently present a vibrant and colourful selection and their SS08 selection is no different with superb examples ranging from ballerina style pumps to sharp wedged moccasins with silver stitch detail.
Daryl Fulls of Moshulu understands all too well the demands of the modern marketplace, "It used to be that a comfort brand was something that would appeal to your Gran - how things have changed! Today's customers are so much more savvy than yesterdays. Why should they settle for something that needs to be ‘broken in' or something that is comfortable but frumpy?"
Indeed, their lovely Bree design in greens, browns and reds leaves notions of frumpiness well behind with soft leather and a delicate bar across the foot. Fulls continues, "We have a passion for comfort - we have realised that with today's modern manufacturing techniques we can produce really comfortable shoes in such a wide variety of styles," and with regards to
Bree and another popular shoe for SS08, their Laila design, he enthusiastically concludes, "we use the softest leathers and an ultra flexible driving type sole - so these little beauties feel like slippers and yet are the coolest looking numbers in the street!" Quite so, we concur.
Another house keen to employ scientific means to engender comfort in their products is Rieker. The technology lies in their patented "AntiStress" system. They also promote a lighter and roomier design than many high street brands. John Barron, representing Rieker confirms, "The shoes provide incredible reflexibility and shock absorption by spreading pressure over the entire surface of the AntiStress soles so feet stay fresh and comfortable." All Rieker footwear he adds, "is precision made from up to fifty parts to promote comfort through well-being." And certainly not at the expense of style. Sheila, a sleek tan leather knee length boot certainly impresses as does the men's casual shoe Patrick; dark brown with subtle grip definition and a smart Velcro fasten.
Further innovations come from the comfort mainstay Hush Puppies who 2008 have constantly innovated over the years. They have several comfort related patents in the market such as ‘Zero G' which combines athletic construction with shock absorbing mid soles or their pending patent on ‘WaveReflex'. This system features uniquely designed outsoles with ‘reverse action waves' that promise extreme flexibility for immediate comfort. And as if to demonstrate how a comfort brand can shed the archaic image of the extra wide and badly designed shoe, what better way to celebrate their 50th year by introducing a specially commissioned range from stylists Philip Bloch and Rachel Falconi. Form and function hand in hand.
The comfort market then, continues to move successfully to cast off the more stigmatic image of the ‘you can have any colour as long as it is beige' philosophy. Colours, technological improvements and great styling means that the label of ‘comfort' now, more than ever, represents choice, value and long lasting, glorious comfort for your feet...
For Stockist information and prices:
Hush Puppies: http://www.hushpuppies.co.uk/
E.Sutton & Son: http://www.esutton.co.uk/
Geox: http://www.geox.co.uk/
Rieker: jon@completemediagroup.co.uk
Cosy Feet: http://www.cosyfeet.com/
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