Summer is the season sandal enthusiasts have been eagerly waiting for.
When choosing sandals, the most important thing is the "comfort" just as much as the design. No matter how stylish they are, if wearing them for long periods makes your feet tired or sore, the summer will be ruined.
In this regard, the American-born brand "FREEWATERS" is a footwear brand that focuses on the comfort often problematic with sandals. Their uniquely developed EVA footbed not only provides excellent cushioning but also firmly supports the feet, thus reducing fatigue. The superior rebound helps support smooth walking. Additionally, the materials and construction are durable, so they can be worn for several seasons.
This time, we will trace the journey of FREEWATERS, a brand currently making waves in Japan.
PROFILE
Takashi Tomoda
LIKES CO., LTD.
Serves as the official importer of FREEWATERS in Japan.
Big Break through Word of Mouth for Comfort
We spoke with Takashi Tomoda of LIKES CO., LTD., the official importer of FREEWATERS in Japan, who also happens to be a surfer who wears the brand's sandals year-round."The founders of the brand are Martin Kim and Eli Marmar. The two became close friends while studying at the Art Center College of Design in California, traveling and surfing together. After graduation, they went their separate ways but reconnected when both moved to the Bay Area of San Francisco. That’s when they decided to start the brand."
The goal was to create a footwear brand that incorporated environmental friendliness and social contribution into its business foundation, something that did not yet exist in the market. They chose sandals as their main item because they are essential for surfing, which they love, and they couldn't find a pair that they genuinely wanted.
"The brand started in 2010 and released its first model the following year. Initially, it was sold at places like Whole Foods Market in the US. Despite barely any advertising, the comfort quickly spread through word of mouth."
The popularity soared, and the brand made its Japanese debut in 2011. It has since grown into a global brand, also available in Canada, the Philippines, South Korea, and Taiwan, among other countries.
The key to winning hearts worldwide was the comfort of these sandals.
Special EVA Resin Footbed
"What's different about this brand? If asked, it boils down to the uniquely developed footbed. While the material itself is the commonly used EVA resin, the comfort is distinctly different from other sandals."
Trying them on reveals a truly supportive feel. When you put weight on your feet, it indeed feels like the footbed is pushing back.
"While EVA material sandals often sink deeply like trendy recovery sandals, the 'Cloud9 Footbed' developed by FREEWATERS has such a rebound that it can even bounce back a bowling ball."
The real value becomes evident while walking. The footbed absorbs and rebounds impact from the ground, converting it into forward-moving energy, making strides smoother.
"To achieve both softness and resilience, FREEWATERS uses a special blend of EVA resin, molded at a specific temperature and time, resulting in a material that's neither too soft nor too hard. The detailed recipe is a trade secret."
The shape of the footbed is also meticulously designed, supporting the arch to prevent fatigue even after extended wear.
The outsoles use rubber that provides traction even on wet surfaces.
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