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    • Footwear: Swims Loafers Spring 2011 -Project Show Las Vegas

    There aren’t a lot of brands doing new things these days, so when you stumble upon one, you have to pay attention and share. Last year I blogged about this cool Norwegian company called SWIMS who were doing cool things with galoshes. For spring 2011 SWIMS will be changing the game once again by introducing these waterproof loafers. Who else is making a “TODS” waterproof driving shoe? The company was already a favorite of mines for being innovative and bringing sexiness to such an unattractive accessory like galoshes and now they’ve just outdone themselves.

    The loafers are comfy and molded in the SWIMS durable signature rubber with anti-bacterial mesh-lining. The outer sole is made with SWIMS natural rubber for superior grip on a boat or a slippery surface. The ventilating gills on the side makes the shoe breathable and the foot bed is also odor resistant, how cool is that?

    These will be dropping Spring 2011 and retail for about $150

    The Story about the company

    Growing up with four distinct seasons in Norway, I never let go of the black rubber galoshes that my late grandfather passed on to me. In 1999 they accompanied me to a milder, but still rainy Paris. Wearing Chuck Taylor’s Converse and galoshes, I got around the severe rainfall that autumn. Not surprisingly, my footwear became the subject of many jokes around the art school I attended. Later, while living in New York, I blended in with an image-conscius culture that defied slushy streets, freezing winds and pouring rain. Naturally, this resulted in a lot of discomfort and many ruined pairs of shoes.

    A few more Manhattan winters went by while I searched for the right product before I finally took matters in my own hands and decided to develop SWIMS – The Modern Galosh! A stylish solution, embodying the essence of practicality: Wear your favorite shoes, slip on SWIMS when the weather is rough, slip’em off when you arrive at your destination. Enhanced comfort is assured and your shoes are guaranteed to stay shiny.

    The SWIMS galosh is the product of my own experience, my appreciation of functional design, and my odd fascination with big city rain.

    Enjoy the weather!

    Johan R.,
    Founder.



    Further reading