Tuesday, August 18, 2009
Jelly for me this summer
Have you ever wanted to stand on a jelly fish washed up on the sand. Well believe me from someone who has (accidently) it is not a pleasant sensation. However the same cannot be said for the new Jelly shoes which are likely to be the latest sensation next summer. Like the Pheonix rising from the fire the Jelly should prove to be the next generation Crocs. Advancements in plastics and similar materials during the past 20 years have made it possible not only to mold a shoe to the foot, but to make shoes odor-resistant or perfume-scented. The new order Jelly is better able to handle friction and sweat than it was in them olden days. Brands like Yves Saint Laurent, Givenchy, See by Chloé and Tory Burch have all added plastic footwear to their collections. A pioneer in the field is the Brazilian brand Melissa, the designer branch of Grendene shoes, one of the world’s largest plastic shoe companies. For the past 30 years Melissa has worked to produce jelly shoes that have a designer edge. The company has recently created partnerships with designers like Vivienne Westwood, Alexandre Herchcovitch, Isabela Capeto and Karim Rashid. Plastic shoes are also eco-friendly with many made from recyclable materials and these in turn can be recycled to create new designs.