WHAT WOMEN WANT: After introducing the high-tech innovation aimed at changing the notion of comfort when wearing high heels, Italian fashiontech start-up Gait-Tech is debuting a capsule designed by its creative director Diego Dolcini, going direct-to-consumer.
As reported, the company made headlines in early January at CES Las Vegas, presenting its patented innovation, a device integrated into the insole of high-heeled shoes during the manufacturing stage that is designed to enhance comfort and the well-being of women’s feet.
Presenting the five-design capsule collection at the retailer 10 Corso Como in Milan, Dolcini said the main challenge was bringing to life an innovation that had no impact on the design or manufacturing process.
“Insoles are the backbone of any shoe… I nodded to the evidence [of this innovation] after 30 years [in business] when I probably hurt people’s feet,” he said with a chuckle.
The shoe designer touted the work done over the past 12 months in scaling the innovation and “convincing a world that is influenced by old parameters” to embrace what he bills as “revolutionary” and “poised to make history.”
The patented biomechanical device redistributes pressure on the ground, cushioning the impact, providing a healthier and more stable gait. It reduces sliding and benefits muscular and vascular functions. It is integrated in insoles, which are already present in the manufacturing process of any shoe, replacing the traditional versions. It is crafted from cellulose as well as a Germany-sourced vegan material drawn from walnut shells, in addition to steel.
Gait-Tech chief executive officer Andrea Goldoni said the company is in advanced talks with some fashion and luxury brands eager to embrace the innovation. “The world is a close-knit community and women’s shoes have a very traditional approach, so the main challenge was to bring the innovation to industrial scale,” he said, adding that thanks to Dolcini, Gait-Tech was able to bring on board an insole-maker from Pisa and a shoemaker from the Brenta footwear district in the Veneto region.
He claimed that going direct-to-consumer with a capsule collection is instrumental in raising brand awareness among women, the end beneficiaries of the wellness-minded device. “It’s such an innovative project that we decided to introduce a namesake collection in tow,” he said.
The capsule, dubbed “Walking on Tech,” will bow Dec. 12 through a “click and walk” model. Customers can try on the shoes IRL at 10 Corso Como — which has dedicated a living room-style corner to the project — and be guided by a sales assistant to order their footwear style of choice online.
The collection comprises slingbacks, sandals, and heeled booties, the latter two available in 3- and 4-inch heeled versions. Offered in a broad range of sizes spanning from European 35 to 42, or U.S. 5 to 10, the collection retails at between 690 euros and 890 euros.