Just for Men
New York-based Deer Stags is taking a step into the men’s wellness category. Marketed under the Walkmaster label, the collection of men’s styles carries the tag line, “What Walkmaster does for your body, goes straight to your face.” The company suggests the collection’s benefits, from improving posture to putting a spring in one’s step, will bring a smile to the wearer, communicated through caricature. The collection incorporates the DuraCushion Sole Technology that features a dual-density rocker bottom; compression channels that ease and propel the step forward; and a S.U.P.R.O. Sock that absorbs shock in the heal. The line is segmented into two categories: the Well Walk Series of styles set on an exaggerated rocker bottom, and the Spring Walker series on a less pronounced outsole. The shoes will retail for $60. Delivery is slated for October through independents, chains and department stores.
Expanding its reach into the toning sector, Aetrex Worldwide Inc. of Teaneck, N.J., is introducing its take on wellness with BodyWorks. The series of men’s and women’s styles feature a rocker outsole designed to transfer pressure from the rear and forefoot to the mid-foot, thereby reducing pressure in those areas that absorb the most pounding. For added comfort, there’s a cushioned EVA midsole, and Aetrex’s removable Mozaic footbed. To encourage consumers to work out, the company is developing a set of exercises that will be offered on a companion DVD and in an instructional booklet. The collection includes athletic-inspired styles and walking shoes, available in a range of sizes and widths. The shoes retail for $135 for women’s and $155 for men’s. Set for an early spring ’11 launch, the sneakers will deliver in November. Distribution is targeted to service-oriented comfort, pedorthic and running stores.