DANISH BRAND BRANCHES OUT OVERSEAS---WITH THREE ADAPTATIONS OF NATURAL RUNNING and FREEDOM FIT KICKERS DESIGNED FROM THE INSIDE OUT
Outdoor Retailer, SLC Utah
Words/Tradeshow Images Judith Ecochard
Many years back we spent about 6 weeks in Scandinavia…landing first in Copenhagen, the capital of Denmark. It was there--- from the first day on---that we noticed, among many thing s (like never stroll into those bike lanes)…that practically every other Dane we saw had feet shod in ECCO.
Jump start a few months back when we visited Manhattan’s first Track & Field Store and saw the smart looking BIOM running shoe, (a natural running ped)…made be ECCO ---and making its debut in the Big Apple.
This "minimalist" shoe is actually the product of tons of research, including scanning the feet of 2500 runners and working with star Triathlete Torbjorn Sindballe--- to get the muscle strengthening, biomechanics of it all just perfect.
---With yak leather breathable uppers, a midsole of PU Superlight, an anatomically correct last ("close to a second skin") and a stabilizing shank that doesn't limit with the natural torsion of the foot, a one piece grip/durable TPU rubber outsole in Pop shades...just to name a very few of the techy bells and whistles (www.thebiomproject.com)
There are actually three models of the BIOM running shoe currently available===depending on one's speed and training conditions.
PLUS: New lines extensions including BIOM Walk for $175 synthetic leather-$195 yak leather-available now, the BIOM Trainer for workouts adapted for lateral movements performed at the gym ($145-$175)--- and even a yak leather BIOM Golf shoe ($225 -ETA March 211) which is supposed to connect the player more with the ground for a stable platform and a better feel of the mechanics of the feet during the swing---a really important part of getting the ball hit just so.
WOMEN'S SPRING 2011
At OR, the massive tradeshow this past August, we entered the ECCO booth in the Footwear section---and were amazed at the number of kickers for sale under the 40 years old ECCO brand.
Clean, practical, Scandinavian silhouettes with massive comfort--- characteristic of a design approach that starts from the inside of the shoe out--- (Freedom Fit) that allow the toes to natural spread with a secure heel…all in flexible lightweight shoes---
For everyday, on the golf course, sailing around…or with the BIOM collection---running/walking around…the key motivators are superior fit, durability, support and flexibility.
Which are all great---except we know plenty of gals who wouldn’t dream of wearing shoes around town that don’t look good.
ECCO delivers on that front too---and at very affordable prices (F/W 2010 around $120 for leather ballet type flats with tiny wedge heels up to $170-$220 for boots).
Kelly Flower ($130) in Black/WoodRose for Spring
We previewed some cute Spring 2011 looks that take a nautical turn, inspired by Denmark’s sailing heritage.
We love the Essence Boat Shoes ($140) with uppers of rich leather available in Brick, Retro Blue and Lion---with a removable leather inlay sole with ECCO COMFORT FIBRE SYSTEM.
And the Joke Tie…a soft comfortable leather upper lace-up with a boat shoe design. ($150)
The Essence Thong Sandal ($110) with uppers made of soft leather, and a direct-injected, lightweight two component PU sole… for shock absorption with minimal thickness.
A take on the Gladiator Sandal in the Kalac Caged Wedge ($130) and Kolin Sandal ($130) …with full leather lining, uppers made of leather, and a highly breathable, moisture absorbent lining, flexible slip resistant sole…and a stylish raw finish to the wedge.
Goya Ballerina ($120)---full leather lining---in leather or patent—and a flexible, slip resistant sole.
Kiev Pumps with a flexable heel, breathable leather lining--- in fresh Spring colors ($130)
FUN: The brightly toned, shiny leather streetwear version of the golf shoes GOLF STREET…that are a gal’s take on the Freddy Couples’ worn kickers. ($130-delivers March 2011).