Stride Rite wants to put an end to stinky feet.
The veteran kids’ brand, a division of Wolverine Worldwide Inc., has partnered with Celessence Technologies to use the U.K. firm’s breakthrough fragrance technology to provide an odor-fighting solution in its shoes.
The new line of “anti-stink” styles will debut in the spring as part of Stride Rite’s Made 2 Play washable-sandal collection.
“We’re always looking for innovative ways to blend style and substance. Celessence allows us to offer yet another solution for moms. By adding tiny Celessence micro-capsules, sandals will stay fresh-smelling through an entire summer of play,” said Gillian Meek, VP of product and brand for Stride Rite.
Utilized in the textile and print industries, Celessence’s micro-capsules adhere to a surface with a proprietary binder that ensures controlled release that is long-lasting, affordable and wash-durable. In many cases, the fragrance release can last the life of the product.
Shibani Mohindra, managing director of Celessence, said the partnership with Stride Rite is a natural fit.
“Our technology is activated through touch, friction or motion. So when Stride Rite approached us about partnering to eliminate odor in kids’ shoes, we knew Celessence would deliver fantastic results,” Mohindra said. “As kids run and play, the pressure of each step provides a burst of freshness that eliminates odors and prevents smells.”