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Men’s Brands Take On the Women’s Market
Men’s brands Auri and Piloti are taking a step into the women’s market for the first time this spring with companion collections that put the emphasis on comfort.
Piloti, of Westlake Village Calif., is known for its collection of footwear designed for on and off-road performance. Set to launch in March/April, the five-pattern series of women’s athletic-inspired styles will retail from $75 to $90. Like the men’s, the collection has its roots in racecar culture, with technical features inspired by performance driving shoes. Details include a patented Roll Control spherical heel for cushioning behind the heel bone while driving. For off-road activities, the rubber heel wrap
Auri, of Laguna Beach, Calif., is adding a collection of women’s athletic and walking styles based on the brand’s compression control system. Features include a removable triple-density anatomical footbed; an anti-fatigue shank that stretches through the arch for added support; and trampoline built into the heel for added cushioning when the heel strikes. Set to retail from $65 to $125, the line will hit stores in January.