No one will mistake them for a pair of Jimmy Choo sandals or Manolo Blahnik pumps, but today’s comfort shoes are downright kicky and even fashionable.
Unlike the comfort shoes of yesteryear — sensible granny/nanny oxfords with ties and thick, low heels — today’s styles include clogs, wedge heels and slides. There’s a shoe for every occasion, from leisurely walks to attending a wedding or running after the grandkids.
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And colors run the fashion gamut: fuchsia and apple green, all shades of red, sea blue and the metallics. Black, taupe and white are neutrals that are in step as well.
Janine Anderson, Macy’s divisional merchandise manager for footwear, says the comfort category has enjoyed double-digit increases over the past year. She attributes it to more fashion styling, varied heel heights and padded construction on the inside of the shoes.
The stylish upgrade of comfort shoes in the past few years happened for a reason.
“It was the influx of Baby Boomers,” says Naomi Wakatake, designer of Oka b, a collection from Okabashi, the Buford, Ga.-based footwear company. “They were not interested in looking old. So shoe designs had to have style and sexiness, not just comfort and function.”
Longtime firms that cater to foot-happy consumers include Birkenstock, Clarks, Born, Easy Spirit, LizFlex from Liz Claiborne, Mephisto and Aerosoles. Even trendy designer Kenneth Cole has comfort technology built into some footwear.
To land in the comfort category, shoes generally have one or more of these characteristics: footbeds that mimic the natural shape of the foot, flexible soles and materials, wider toe boxes, massage technology and cushioned insole padding.
Oka b casual designs include thongs, flip-flops, slides, mules and clogs, with focus on the insoles.
“An arch-support medallion provides a massage with every step,” Wakatake says. “Also, we like to keep our shoes compact. They are not bulky, but lightweight, flexible and easy to carry to the beach or gym.”
On comfort, the company’s Web site says it all: www.shoesthatloveyou.com.
Mephisto, a firm that has been in business for more than 40 years, has seen its customer base change from the elderly, who simply want a comfy shoe, to customers of all ages.