Shoes made for walking

Prodita Sabarini ,  The Jakarta Post ,  Jakarta   |  Sun, 06/15/2008 10:17 AM  |  Lifestyle

SHOES ARE MADE FOR WALKING: (Courtesy of Dr. Scholl)

The change of season this year has seen shoe trends evolve from strappy gladiator shoes to booties, but one brand chooses to remain "out of fashion" and puts comfort first.

This fall, shoes have become more pointed, developing into an almond shape, as opposed to the more rounded, high-heeled chunky platform style of spring/summer.

The exciting changes in shoe trends, however, are not as apparent in the new designs of the famous shoe manufacturer, Scholl. Scholl is sticking with its signature buckle and raised toe bump, designed to exercise the calf.

Scholl is a UK-based company that focuses on producing foot care in the form of healthy shoes and sandals. The tradition of healthy sandals was started in 1906 by Dr. Scholl, an American physician who began selling podiatry equipment and foot-care items such as corn plasters and arch supports.

It was Twiggy, a 1960s pop icon, who popularized Dr. Scholl's wooden sandals, designed to flex the arch of the foot and thus help prevent common podiatric ailments. The sandals became a fashion "must have" from the late 1970s to the early 1980s, especially among young hippies.

According to fashion commentator Samuel Mulia, fashion editors would not take a second look at Scholl sandals.

"The shoes by themselves would not draw the least bit of interest from fashion editors. Combined nicely with an outfit, it could work," he said during Scholl's introduction for its newest collection recently at Grand Indonesia, Central Jakarta, where models strutted in Scholl sandals and shoes teamed with cute skirts, Bermuda pants and pantaloons.

A model in skin-tone flat slippers in the style of a Chinese martial artists wore white Bermuda pants and a red top. Another model wore beige medium-heeled sandals with an A-line miniskirt and a ruffled long-sleeved shirt.

According to media reports, Hollywood celebrities including Sex in the City star-cum-fashion icon Sarah Jessica Parker like their comfortable Scholls, despite the shoes being unfashionable. Parker reportedly swapped her Manolo Blahniks for Scholl sandals while shooting Sex in the City.

Scholl product manager Christine Severin emphasizes that Scholl's shoes are very comfortable.

"The main emphasis is on foot care," she said. "After that, we consider style."

Scholl shoes do not have heels higher than 5 centimeters.

She said the company was trying to use its new collection to change its image of creating "old lady's sandals".

"We're eyeing younger people," she said.

For this new collection, Scholl tried to be innovative by releasing neon colored flip-flops -- which is in line with the fall 2008 shoe trend.

Copyright © 2008 The Jakarta Post - PT Bina Media Tenggara. All Rights Reserved.