ATHLETIC
COMFORT
GREEN
KIDS
STREET
WORK
It’s a Stretch
Aetrex’s latest collection adds
elasticity to uppers.
Having built its brand platform on customized insole technologies,
Aetrex now offers 360 degrees of personalized comfort with the launch
of its Stretch collection for Fall ’10. The new line features stretch ma-
eSoles’ 3-D data terials in the uppers that do exactly that—stretch to accommodate in-
makes for a dividual foot shapes. “We are all about customization and comfort, and
custom fit. Stretch allows a customized fit to the upper part of these shoes that
compliments what we do in the underfoot area,” says Sue Ryder, wom-
Data Entry en’s product director for Teaneck, NJ-based Aetrex. “The stretch allows
the shoes to give to whatever little lump or bump a foot may have, and
it also provides huge amounts of fit flexibility.”
eSoles debuts a new high-tech way to The Stretch products feature a combination of materials, Ryder says,
starting with memory foam made of breathable, slow recovery, open-
customize comfort. cell polyurethane. Then Aetrex pairs stretchy materials with varying
amounts of leather, depending upon the style. Silhouettes include clogs,
How do you make an impression in a market inundated with health- Mary Janes, wedges and strap-closure oxfords. Most shoes are avail-
benefiting, performance-enhancing promises? Try user-friendly kiosks able in two widths; the clogs come in three. The fall color palette spans
that scan and produce precise data to tailor footbeds to the wearer’s un- earthy browns, greens and eggplant, and retail prices run $99 to $109.
ique needs—and get those footbeds to the customer in just a week. Glen Ryder says the clogs and Mary Janes reflect the popular yoga-
Hinshaw, CEO and founder of eSoles, describes it as a concept his compa- inspired, outdoor casual trend, making them a fit in both comfort and
ny has honed. Collaborations with top physical therapists and biomedi- outdoor specialty dealers. She notes the line should appeal to a broad
cal engineers—ones with extensive footwear experience via prior projects range of wo