Chrome Introduces Line Of Urban Riding Shoes

admin · 06-22-2007, 11:38 AM

>Chrome, a pioneer of messenger bags and urban riding clothing for the last 14 years, enters the footwear category with the introduction a new shoe model called the Chrome "Milo" that is designed to meet the needs of urban bicycling.

The Chrome Milo features a vulcanized multi-directional, natural rubber sole for exceptional grip and durability; loose-lined stitching for ventilation and to reduce the amount of glue used; an injection-molded heel "slam pad" for optimal heel cushion and high impact absorption; an a-symmetrical toe wrap that protects high wear areas; and a custom-designed
foot bed for heat transfer and comfort.

According to Mark Falvai, co-founder of Chrome, "Outside of the graphics, there's very little thought that goes into most slip-ons. Most
brands just use off-the-shelf molds from factory show-rooms. There's been little innovation in the construction of slip-ons. We really wanted to do
something different and build a new kind of urban shoe. One with style but more importantly one that makes your feet feel good."

Chrome committed to design shoes from the ground up: no pre-set molds, no secondary factories, no crappy materials, no compromises, period. Over
the last year, Chrome tested and tweaked the construction of the Milo to ensure ultimate comfort and durability.

"From the beginnings of BMX to the present urban bike culture, Chrome has been raised on Vans. After buying our 300th pair, we started to think
that the old classic was in need of an update. We made these shoes for all the people working in bike shops, coffee joints, and record stores -- people who bike around the city and then work on their feet all day.
There's a lot more to come, this is just the beginning." said Chrome GM, Brian Jennings.

The Chrome Milo has style and comfort but also has the technical applications bikers rely on. Falvai noted, "Like most of our designs, the Milo allows riders to transition from the street to the bar without looking
like a spandex bike nerd."

The release of the Chrome Milo complements the existing line of urban
riding clothing. The Chrome Milo is available in both canvas and suede and is offered at the flagship Chrome
store in San Francisco as well as through the Chrome website
Chrome Bags - Messenger Bags.