Innovation and Visual Communication

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"Choose" Shoes

Innovation and design specialist Phil Pauley has created a stunning revolution in women’s shoe fashion.

“Choose” Shoes divides a shoe into its two simple components, the sole and the base.

The two simple components are offered as two separate components that are sold as separate items for a fraction of the cost of a single finished pair of shoes.

The idea behind this amazing innovation is to allow one shoe design to have a wide range of sole attachment options. This in effect allows you to customise a shoe into any style, formal or informal within seconds using its unique velcro style fixing system.

An easily replaceable system of interchangeable shoes gives an added health and safety feature for its users. Unlike traditional shoe where the whole unit is fixed together, if a wearer twists their shoe, your ankle will not be the first thing to give, the Velcro will be.

Equally, if you damage any aspect of a favorate combination discovered through this unique shoe range, it will be considerably more cost effective to replace either part of the shoe rather that the whole pair with traditional shoe construction.

“Choose” shoes offer three different sole style options; round nosed, elegant or pointed end, every occasion is covered. This means that the right base will only work with the right style sole. Pointed Round Nose to round nose, elegant with elegant and pointed to pointed.