Her poem, written in 1961, and famous for its opening words, "When I am an old woman I shall wear purple," has become an anthem for those quite happy to age disgracefully. Put simply whatever the ravages of time have wrought on their feet many senior citizens don't want to be seen dead in boring, beige, orthopaedically correct shoes.

As it enters its autumn years 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.

Most people over the age of 60 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.

There is a huge and growing market for funky grans and gramps. According to the 2001 census, for the first time people aged 60 and over (21 per cent) form a larger part of the UK population than children under 16, and seven years on that proportion would be higher given longer life expectancy.

National figures show that 62% of over 50s own their own homes and a recent survey from Saga, revealed that by the age of 60, more than 79% of them will have paid off their mortgage increasing to 99% when they reach 70.  Having substantial equity tied up on their homes, they will be able to splash out in their retirement.

Of course the ageing population must own up to some self inflicted wounds: today's senile delinquents were the winkle picker-wearers of yore, while the blue rinse babes are the victims of one of the fashion crimes of the last century - the platform heel.

Mike O'Neill, a consultant podiatric surgeon and spokesman for The Society of Chiropodists & Podiatrists (www.feetforlife.org), says Jenny Joseph's satin slippers are all very well but old people tend to wear floppy slippers until they become dangerously - well, slippery - which results in unnecessary falls. 

Maybe they'd be better off with a pair of 21st century trainers, such as MBT's (Masai Barefoot Technology), with their curved sole that improves your posture, eases lower back pain and reduces stress on joints (see our MBT road test in this month's issue... More on getting fit quick with exercise footwear in forthcoming issues).

O'Neill says older people should have regular check ups as they would with a dentist or optician. Arthritis and poor circulation, particularly among the growing numbers of older people with diabetes, can lead to complications that can even result in amputations of toes or limbs.

He says those with non-problematic feet should look for shoes with padding - trainers are ideal for pottering around, but the loss of fat from under the ball and heel of the feet means older people should focus on shock absorbing shoes. He adds that poor shoes can lead to lower limb biomechanical abnormalities, which causes poor position and function of the knee and hip joints.

So, it's important to wear a good supportive shoe, but c'mon all you shoe designers out there - surely it needn't weigh a ton - and, please, not beige! Jenny Joseph also said that she would go out in her satin slippers in the rain - so there could be a good replacement market there too!

It's the show season again, with PURE in early August, closely followed by MODA. As well as sneak previews of MODA and PURE, in this issue we also speak to coveted luxury label designer Ian O'Connor of Strutt Couture, and look at some of his unashamedly sexy, high-heeled and bejewelled sandals. Whilst, gleaning insight into what's likely to be flying off your shelves next summer...

The team at Footwear Today will look forward to seeing you at the MODA show at the NEC Birmingham from 10th - 12th August, look out for Stand FP27!

Regards

Cheryl Taylor
Editor
DL: 01622 862962
E: cheryltayloreditor@googlemail.com

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