Dubai, May 15, 2016: Shoe Citi, a one-stop multi-brand retail chain of footwear, has launched the leading shoe brand SoftScience in the region. Revolutionizing the way shoes are made, SoftScience combines science and art to bring shoes that are high on both comfort and style. The brainchild of shoe experts Scott Seamans and John Duerden, SoftScience was set up in the Unites States a few years ago and has expanded rapidly with a vast network of stores across the country. The brand is distributed in the GCC exclusively by Shoe Citi, the retail shoe concept by the leading business conglomerate Jawad Business Group. SoftScience is an innovative concept in shoes that takes an uncompromising stand on comfort, but at the same time is extremely stylish and trendy. At the core of the SoftScience shoes construction and personality is a proprietary material called Trileon™. The unique properties of Trileon - cushioned, stable and lightweight - allow SoftScience to produce a shoe weighing just six to ten ounces. The comfort from the light weight is doubled with high-impact resistance and support. Trileon is used in the shoes’ durable outsole and in the removable, washable insole. The outsole and insole combine to produce the unique comfort experience that is quintessential to SoftScience shoes. The shoes effective, yet simple, design and construction minimize the need for hardening adhesives and multiple layers of material. Wearers experience a roomy and relaxed fit, a stable platform, superb shock absorption, and an outsole that is slip-resistant and non-marking. The “science” of SoftScience comes from the Levelast Universal Comfort Platform (UCP), a unique foot-bed design borne of two simple concepts: Level and Last. Level comprises of a technology that creates minimal elevation changes from heel to toe for a natural and healthy dispersion of body weight across the sole of the foot and reducing pressure points. Last is the mechanical form on which the shoe is constructed and is central to the design and fit of the shoe. It allows for a generous fit to accommodate most foot shapes and sizes. This allows the foot to spread out, relax and reduce tension. SoftScience’s supreme comfort footwear naturally offloads high pressure areas by effectively distributing weight-bearing to a broader surface of the foot, giving instant relief to sore feet. Other features of SoftScience that make it stand apart are shock absorption, odor resistance and durability. SoftScience is available at all Shoe Citi Stores in sizes EU size 39-47 (men) and 35.5-44 (women), with prices starting at AED230. Shoe Citi houses a range of the world's most popular brands like Hush Puppies, Cushe, CIRO, King Paulo, Wolverine, Skechers, Puma, FitFlop, Hotter, NewBalance, Jansport, Clarks, Reebok, Nike, Havaianas, Crocs and more.
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