Editor's Note: About Anatomic
Moema and Joao, Anatomic co-founders, hail from Franca, one of Brazil’s biggest footwear production cities. They moved to England 15 years ago, bringing a heritage of shoe-making, a background of technological innovation and an appreciation of fine quality… which is why they were shocked by what they found.
This is how and why Anatomic & Co started.
"We’d go into men’s shoe shops and see so much rubbish, it was unbelievable. You’d either find something very cheap or very expensive: there was nothing really in the middle.
We knew there was a niche market with a guy looking for quality but not wanting to spend everything in the bank. We knew that guy because we were that guy - the type that really liked quality, soft leathers and spending a bit more for shoes that would last."
Every single pair of shoes and boots is 100% hand-crafted by highly skilled professional shoemakers using the finest Brazilian materials. However, the real secret to comfort lies in the way our shoes are made and what they’re made of, based on our unique Anatomic Gel Technology® formula for natural foot movement.
About Anatomic Gel Technology
"Our men’s shoes are so incredibly comfortable to wear because of our Anatomic Gel Technology®, developed through 25 years of research."
Anatomic Gel Technology isn’t just about what our soles are made of (which is an exclusive, top secret recipe, just like Coca-Cola’s is), but about how the whole shoe is made.