Comfort Cuts:

APMA (American Podiatric Medical Association)
Recognizes Confort Brands, Etonic Forges New Alliance, Race-Lace Seeks patent, Andre Assous Launches a Men's Line

Source: Footwear News
Publication Date: 02/09/2004
Author: Schneider-Levy, Barbara
COPYRIGHT 2004 Fairchild Publications, Inc.



Doctor's Orders

The American Podiatric Medical Association has recently recognized Irving, Texas-based Streetcars; Lighthouse Point, Fla.-based Rugged Shark; and Waltham, Mass.-based Earth as leaders in the comfort market by granting them its Seal of Approval for their proprietary comfort systems.

Streetcars' Arch Support Comfort system offers enhanced cushioning, plus extra support in the arch to evenly distribute body weight. Streetcars will use the seal on hangtags and packaging for a range of fashion-casual and dress styles featuring ASC. A collection is available for immediate delivery, with new styles to be added. The shoes retail for less than $70 and target chains, department stores and outdoor specialty retailers.

Marine lifestyle brand Rugged Shark was recognized for a series of four styles: the Marlin Plus (above), athletic-inspired fishing shoe; Atlantic and Pacific boat shoes and the Sand Shark sandal. Comfort features include the Pacific's 360-degree lacing system for a snug fit, the Marlin's patented Shark Grip outsole made from a proprietary non-marking and anti-slip rubber, and the Sand Shark's cushioned footbed with built-in arch support. Retail prices range from $39.99 to $79.99. All styles are currently available at retail.

Earth received the APMA seal for its entire collection, beginning for spring '04. According to Vern Aisner, director of marketing for Earth, the organization noted the brand's negative heel technology, which had developed a cult following in the 1970s and is being rediscovered by a new generation of comfort consumers.

Prescription for Comfort

Hillsborough, N.J.-based Etonic is doing its part for the well-being of Americans by forging a new alliance with the American Diabetes Association to help fund the prevention and cure of the disease.

The Etonic sponsorship program is expected to generate upwards of $250,000 to benefit the estimated 18.2 million people affected by diabetes, according to Steve Safran, associate director of corporate development for the ADA.

An introduction of the Pro Health Walker (above) will kick off the initiative. The walking shoe for men and women is set to hit stores in March at $55.95 retail.

Etonic will donate $1 per pair to the ADA in the name of the retailer where the shoes were purchased.

In addition, Etonic will provide stores with POP materials about diabetes, with consumers able to make additional contributions to ADA at the store level.

Hands Free

Independent New York-based inventor Anna Freed wants to make it a cinch for kids to tie their shoes with a new system called Race-Lace.

The patent-pending system laces shoes in a matter of seconds as the laces are pulled up simultaneously, equalizing tension for improved support and better fit. The laces are then fastened with an attached side closure, eliminating the need for knots and bows.

According to Freed, Race-Lace can be incorporated into a range of shoe categories, from children's to athletics, and since it uses traditional laces, it does not add to the cost of production. And, kids are not the only ones who can take advantage of the system; it can also benefit those with arthritis or other disabilities. Freed can be reached at freed999@nyc.rr.com.

His and Hers

Andre Assous is finally treating men to the comfort his female customers have been enjoying for years, with the fall '04 launch of a companion Featherweights line.

Set for a June delivery, the line will include six styles, ranging from ankle boots to slip-ons with hardware trim.

According to the designer, softly squared toes, padded insoles and lightweight micro-bottoms give the line its comfort edge, while still looking stylish for the male consumer.

Aimed at a contemporary customer, the Italian-made line will retail from $145 to $155 and be targeted at the same channels of distribution as the women's collection, with the focus on independents. The line will be available through Andre Assous, New York.