Anatomic and Co to launch “sociable shoe”

Independent men’s footwear brand Anatomic and Co is looking to relaunch its brand with an ambitious plan to “make the world a more sociable place to live”, by creating the “world’s most sociable shoes” that can allow the wearer to disconnect from mobile and social media distractions.

Created in partnership with research institute UCL, the ‘In Good Company’ shoes aims to allow people to “enjoy more, do more and discover more” by incorporating ingenious technology inside the rubber sole with Bluetooth connection to an app that you can personalise to get rid of unwanted interferences.

Anatomic and Co managing director and chief designer Moema Pimentel, said: "The shoe is a physical manifestation of our mission - to make the world a more sociable place to live, by making the world's most sociable shoes. After the beta test, we are planning to roll this out further so more people can be in good company.”

UCL Advances deputy director Dr Alastair Moore, 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.”

The move to launch ‘In Good Company’ sociable shoes comes as part of the brand’s rehaul, which has included a 12-month research, strategy and design period led by DH Ready, a cross-discipline creative consultancy, which will be phased over the next six months with a newly designed website, packaging, retailer POS and a creative consumer launch in the spring.

Anatomic and Co chief executive, Joao Conrado added: “Sociable shoes has a very important role to play today as the line between work and life has eroded. Putting people, their shoe habits and life motivations at the centre of everything we do makes good business sense and will allow us to continue growing a loyal customer base as we’ve done since we started eleven years ago.”

The "In good company" shoes will be launched in the summer with a Kickstarter campaign and will sit alongside Anatomic and Co's spring/summer 2016 collection that comprises of on trend driving shoes and feather-light moccasins.

Image: Anatomic and Co