LAUNCHING THE WORLD’S MOST SOCIABLE SHOE
ANATOMIC & CO®, a men’s footwear brand is working in partnership with DH READY to design, prototype and launch the world’s most sociable shoe which disconnects wearers from mobile distractions.
The ‘In Good Company’ shoe has been inspired by cognitive neuroscience and designed in collaboration with computer scientists at UCL to allow people to socialise without constant mobile and social media distractions. By personalising preferences the wearer can manage, and even block notifications to minimise interferences when they are in the company of friends or family.
DH READY conceived the original concept for the shoe and will oversee NPD, integrated communications and the future product launch via crowdfunding platform Kickstarter. It’s underpinned with a wider PR, social and influencer plan to drive brand appraisal with a broader demographic.
Moema Pimentel, ANATOMIC & CO’s Managing Director and Chief Designer added, “From day one DH READY’s involvement has been instrumental in defining our story. The ‘In Good Company’ shoe is more than just a press release, it opens up a new sub-category in wearable tech which could bring new real commercial value to our business.”
Dr Alastair Moore, UCL Advances’ Deputy Director added, “This delivers against UCL’s mission to work on innovative research. By subverting the principles of the ‘Internet of Things’ and bringing mindfulness closer to technology I wouldn’t be surprised if we start to see more products like this over the coming years.”
Duane Holland, DH READY’s Founder and Creative Strategist said, “This is more than a publicity stunt – it’s creating a new sub-category for ‘well-being wearables’ using cutting-edge technology for positive human and societal impact.”
A limited edition line of the ‘In good company’ shoe will be featured on Kickstarter and forms part of SS/16 collection that includes on-trend driving shoes and feather-light moccasins. Visit www.anatomicshoes.com/socialshoe to discover more.