'Earth' offers shoes with pain-reducing technology

It all started April 1, 1970, during the first Earth Day celebration in New York City.\nAn innovative Danish yoga instructor, Anne Kalso, had invented a shoe unlike any other -- the level of the heel was lower than the toe, allowing for better posture and easier breathing.\nShe put up a sign in her new store that day that read: "Earth shoe."\nThe lines began to form, and thus began a revolution of walkers with a conscience.\nEarth, which strived in the 70s but disappeared in the 80s and early 90s, now has been revived. The company, partnered with Sole Sensations, will feature the largest amount of Earth shoes in one location 10 a.m. to 6 p.m. Friday and Saturday at the Earth Shoes Expo.\nRay Stidd, founder and owner of Sole Sensations and retired podiatrist, said the store is holding the event to help the health-conscious Bloomington community celebrate Earth Day.\nSole Sensations carries 14 brands of shoes, but Stidd said Earth is the most popular.\n"They're attractive to customers because of their biomechanical functionality, price and attractive look," Stidd said.\nThe shoe, which is carries a patented Kalso® Negative Heel™ technology, lowers the heel and thus aligns the spine with the rest of the body.\n"Normal shoes have a higher heel than toe, causing you to lean forward and arch your back," Stidd said.\nBut this reversed-effect heel, he said, helps wearers avoid plantar fasciitis, a painful condition on the bottom of the heel.\n"Once someone puts them on, there's just an amazing difference," said Jaia Stidd, manager of Sole Sensations and Ray's daughter.\nRay Stidd still has many colleagues in podiatry who refer their patients to Sole Sensations for Earth shoes.\n"We really believe in them," he said.\n"Thousands and thousands" of walkers around the world believe in them, too, said Vern Aisner, Earth's director of marketing.\n"Earth shoes fit and feel different from all other shoes," Aisner said. "The people who wear earth shoes span generations."\nVegans, who abstain from animal products, also can wear the non-leather, breathable microfiber Earth shoes.\nJaia said vegans come into the store for the single reason of Earth's line.\n"There aren't that many vegan shoes, so we get a lot of those customers," she said.\nRay said he thinks the vegan line shows how understanding Earth is.\n"They're a company that's really in touch with walking and what's going on worldwide," he said.\nShoe prices range from $39 sandals to $119 shoes and come in styles such as boots, sandals, athletic and dress.\nAisner said he hopes the Earth Shoes Expo will help spread the word even more about Earth.\n"Earth shoes are not easy to find, so this will help consumers learn more about them and what they can do for them," he said.\nThe celebration of the "environment and sustainability" will take place in the parking lot across the street from Sole Sensations at 115 E. Second St.\n"It's a celebration of health," Aisner said.\n-- Contact Business Editor Lori Snow at losnow@indiana.edu.