Freewaters footwear launches in the UK
Surfersvillage Global Surf News, 14 December, 2010 : - - Freewaters is a new mens and womens footwear brand from California that launches in the UK and US in SS11. Freewaters integrates patented technical features and progressive green materials, whilst also bringing safe drinking water around the water via ProjectFreewaters.org. With every pair sold, Freewaters will provide clean drinking water for one individual for one year.
We believe access to clean water is a basic human right. With over 3,300,000 people dying every year from dirty water and a lack of proper hygiene, we felt compelled to get involved - and what better way than through creating great sandals, says Brand Director Eli Marmar.
Freewaters sustainability approach is summed up by their Green Ninja outlook; eco is not just something they claim, but rather something they do quietly and strategically (like a good ninja) Highlight materials used throughout the range include biodegradable midsoles, PVC-free rubber straps, recycled rubber soles and premium Japanese leather with a solvent free backing.
Freewaters are packaged in biodegradable corn based polybags. The Freewaters Design Studio (in the mountains north of Santa Cruz, CA) runs on solar power. Freewaters Founders Martin Kim and Eli Marmar are two industrial designers who previously designed snowboard boots (Burton, DC) and wetsuits (ONeill) respectively.
FITPERFECT is Freewaters ethos to offer a customized, break-in-feel straight off the shelf with finely tuned ergonomic support. After designing wetsuits and snowboard boots for over a decade, Freewaters knows that successful design starts and ends with a meticulous fit. This is achieved through three Patent Pending design features: a dual-density midsole with firm arch support and super cushioning rebound foam in the forefoot, a seamless stretch strap design that eliminates any pressure as walking, and a dual density rubber strap with a gel toe post.
Integrating patented technical features and progressive green materials, the performance and styling of each pair of sandals is just as important as the clean water ethos. Our approach aesthetically is very clean and sophisticated so as not to be pigeon holed to beach or surf culture, says Marmar. Freewaters are styled with fresh streetwear inspired designs for people who are looking for FITPERFECT engineering and progressive fashion.
ProjectFreewaters.org is the brands initiative dedicated to providing communities in need access to clean drinking water. Project #1 is the creation of a fresh water well in Dago, Kenya. Dago and the surrounding areas in Kenya have had some of the highest rates of waterborne diseases and HIV/AIDS in Sub-Saharan Africa. In the near future, ProjectFreewaters.org intends to launch on-the-ground projects in other developing countries and where Freewaters are sold including in the U.S., United Kingdom and Europe.
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