The summer of 2018 was incredibly hot. And not only was it hot, but the humidity was also unusually high, and the discomfort index remained high with no sign of decreasing. As the great success of the "World Sandal Market 2018" shows, many customers probably picked up sandals in an attempt to make these damp days a little more comfortable.

Isetan Shinjuku Store, Men's Building , B1F, in the men's shoe section, a sneaker that might just save your feet from the scorching summer heat has finally arrived. The brand name is GEOX . It holds a patent for a function called "breathing shoes," and boasts such recognition in its home country of Italy that about 1 in 8 people wear them. It is a global company that is loved by more than 20 million people in 115 countries around the world.


In the early 1990s, while on vacation in the desert region of Nevada, USA, founder Mario Moretti Polegado found his shoes unbearably stuffy. He impulsively cut holes in the soles with a knife, and found them incredibly comfortable.

"If only there were shoes that wouldn't let rain in..." — Upon returning to his home country of Italy, Mario thought, "If I could develop a technology that prevents water from seeping in from the bottom while maintaining breathability by creating holes in the sole, I could help people with similar problems." After much trial and error, he perfected a groundbreaking sole using a uniquely developed material called "membrane."

This technology, patented for its ability to prevent water from entering from the outside while reducing stuffiness inside the shoe, involves sandwiching a microporous material, smaller than a water droplet but larger than water vapor, between perforated soles. It was a revolutionary development in the footwear industry, establishing Geox's position as a global comfort shoe brand today.

Sneakers 20,520 yen

The limited-time promotion, running until August 21st (Tuesday), features not only classic sneakers popular with a wide range of age groups, but also a pair with a 3D performance unit sole that ensures excellent grip and a superb fit. A wide variety of comfortable shoes utilizing the latest technology are available.

Geox Promotion □ August 8th (Wed) - 21st (Tue)
□ Isetan Shinjuku Store, Men's Building , B1F = Men's Shoes

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Isetan Shinjuku Store, Men's Building , B1F = Men's Shoes
03-3352-1111 (main representative)