Industry veterans John Duerden, former CEO of Crocs, and Scott Seamans, Crocs founder and inventor, have joined forces to launch Levelast by Soft Science, a collection of injection molded footwear. The Oceanside, Calif.-based brand makes its styles out of Trileon, a lightweight proprietary closed-cell foam.
Shoe construction incorporates the brand’s Levelast Comfort System, designed for minimal change in shoe height from heel to toe, allowing the body to disperse weight pressure evenly across several zones of the foot. All footwear also features an anatomical last.
Duerden, who is CEO, said he expected the line to resonate with a more mature audience that wants to remain active but may be experiencing foot issues. “People don’t want to get old; they want to remain active,” said Duerden. “It’s OK for them to wear something out of the ordinary.”
Included in the debut collection are looks for wellness, duty, boating and light exercise. While all shoes feature removable insoles, midsoles and slip-resistant outsoles made of odor-resistant Trileon, uppers are made of canvas and polyurethane. The line is available in a wide range of colors, with select styles available in men’s and women’s sizes in addition to unisex sizing. According to Duerden, accessories may be added down the road.
The collection, which retails for $60 to $95, is targeted at independents, regional department stores, outdoor specialty stores and duty shoe retailers. Delivery is slated for June.