GU, whose brand motto is "YOUR FREEDOM: The freedom to reinvent yourself," is announcing the evolution of its "Active Smart Shoes," "Marshmallow Pumps," and "Clean Sneakers" as part of its Fall 2020 lineup through its "GU SHOES LAB" project, which develops products based on daily customer feedback.
This season, GU has improved its men's "Active Smart Shoes" in response to men's demands for "lightweight, well-fitting shoes" and "sneaker-like cushioning." Pursuing a more comfortable fit, the company has revised the functionality of the insole, the opening width, and the size range. Additionally, the women's "Marshmallow Pumps," which have been popular since their release in 2018, have been updated with new designs, including leather-look and trendy materials, in response to popular customer requests. New platform and low-heel pumps with ankle straps are also available. Furthermore, the basic "Clean Sneakers" sneakers available for both men and women have had their insoles improved to provide greater comfort in response to customer concerns that they become tired after wearing them for long periods of time.
With a rich lineup, "GU SHOES LAB" will continue to respond to customer feedback and develop and improve products as part of a project to solve customer concerns so that everyone can enjoy fashion.
GU SHOES LAB special site: https://www.gu-japan.com/jp/feature/shoeslab/pc/
■Product Features
＜Active Smart Shoes＞
Active Smart Shoes are water-repellent and antibacterial/odor-resistant, and feature a lightweight sole with a special structure that fits your movements for ease of walking. They are packed with features that will please a wide range of men, including businessmen.
Points of Improvement This Season
A new insole with excellent cushioning has been developed in response to men's needs, such as "I want shoes that are light and fit well" and "I want sneaker-like cushioning." Two layers of memory foam cushioning provide a more comfortable fit.
We've redesigned the opening to make it easier to put on. In addition to the previously available sizes of 25.0/26.0/27.0/28.0cm, we've also added sizes 25.5/26.5/27.5cm*. It's now easier to find the perfect fit.
*Applicable products: Active Smart Derby Shoes, Active Smart Coin Loafers
＜Marshmallow Pumps＞
This series is "as soft as marshmallow, enveloping your feet for a comfortable fit." Not only are they functional and easy to walk in, they also look beautiful when worn.
Improvements for this Season
In response to popular customer requests, we've added leather-look materials and trendy python patterns to our lineup, offering a wide variety of colors and materials. Introducing the trendy platform-style "Marshmallow Storm Pumps." We're also introducing the new "Marshmallow Strap Low Heel Pumps," featuring trendy ankle straps.
The "Marshmallow Bootie" features the "Beautiful Posture Arch Design" featured in the "Marshmallow Pumps" from the Spring/Summer 2020 season. The arch design, developed by the GU SHOES LAB team, is unique in its arch structure, providing comfort and beautiful posture when worn.
Clean Sneakers>
A basic sneaker series that is simple yet easy to use, with a wide range of colours and patterns and equipped with water-repellent and antibacterial and deodorising properties.
Improvements for this season
In response to customer concerns that their feet get tired after wearing the shoes for long periods of time, the insole cushion has been improved with a double structure. Cushioning has been improved by combining a high-resilience material with a soft, elastic synthetic resin material.
Click here for company press release details
This season, GU has improved its men's "Active Smart Shoes" in response to men's demands for "lightweight, well-fitting shoes" and "sneaker-like cushioning." Pursuing a more comfortable fit, the company has revised the functionality of the insole, the opening width, and the size range. Additionally, the women's "Marshmallow Pumps," which have been popular since their release in 2018, have been updated with new designs, including leather-look and trendy materials, in response to popular customer requests. New platform and low-heel pumps with ankle straps are also available. Furthermore, the basic "Clean Sneakers" sneakers available for both men and women have had their insoles improved to provide greater comfort in response to customer concerns that they become tired after wearing them for long periods of time.
With a rich lineup, "GU SHOES LAB" will continue to respond to customer feedback and develop and improve products as part of a project to solve customer concerns so that everyone can enjoy fashion.
GU SHOES LAB special site: https://www.gu-japan.com/jp/feature/shoeslab/pc/
■Product Features
＜Active Smart Shoes＞
Active Smart Shoes are water-repellent and antibacterial/odor-resistant, and feature a lightweight sole with a special structure that fits your movements for ease of walking. They are packed with features that will please a wide range of men, including businessmen.
Points of Improvement This Season
A new insole with excellent cushioning has been developed in response to men's needs, such as "I want shoes that are light and fit well" and "I want sneaker-like cushioning." Two layers of memory foam cushioning provide a more comfortable fit.
We've redesigned the opening to make it easier to put on. In addition to the previously available sizes of 25.0/26.0/27.0/28.0cm, we've also added sizes 25.5/26.5/27.5cm*. It's now easier to find the perfect fit.
*Applicable products: Active Smart Derby Shoes, Active Smart Coin Loafers
＜Marshmallow Pumps＞
This series is "as soft as marshmallow, enveloping your feet for a comfortable fit." Not only are they functional and easy to walk in, they also look beautiful when worn.
Improvements for this Season
In response to popular customer requests, we've added leather-look materials and trendy python patterns to our lineup, offering a wide variety of colors and materials. Introducing the trendy platform-style "Marshmallow Storm Pumps." We're also introducing the new "Marshmallow Strap Low Heel Pumps," featuring trendy ankle straps.
The "Marshmallow Bootie" features the "Beautiful Posture Arch Design" featured in the "Marshmallow Pumps" from the Spring/Summer 2020 season. The arch design, developed by the GU SHOES LAB team, is unique in its arch structure, providing comfort and beautiful posture when worn.
Clean Sneakers>
A basic sneaker series that is simple yet easy to use, with a wide range of colours and patterns and equipped with water-repellent and antibacterial and deodorising properties.
Improvements for this season
In response to customer concerns that their feet get tired after wearing the shoes for long periods of time, the insole cushion has been improved with a double structure. Cushioning has been improved by combining a high-resilience material with a soft, elastic synthetic resin material.
Click here for company press release details
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