Footwear Insight

"We're not predicting what we need, necessarily, but we're reacting to those needs. So, if, say, we're running low on size elevens of a style, we just re- plenish on those. And even going out to wholesale we found that we're almost doing custom-type product for some, where if a retailer likes a particular style that we don't have in stock, we are making it for them. We can produce in these very small batches and replenish them in a two- week or three-week turnaround time, even for wholesale. As long as we have the raw materials in place then it's a very nimble business." Rich says PSUDO is selling about equally amongst men and women, and sees the 30–60-year-old HOKA or Birkenstock customer as the sort of customer PSUDO falls in line with. He also touts PSUDO styles as great travel shoes. "It's easily pack- able," Rich says. "Our fabric is one of our secret sauces, where literally you can smash it down, pack them very tightly together and they pop back up. And traveling through the airport, it's been terrific. You have no metal in the sneakers, so it's easy to go through security and they slip right back on." — Cara Griffin & Bob McGee footwearinsight.com September/October 2023 ~ Footwear Insight • 17 C alifornia-based insole maker Blumaka, founded in 2021 by Stuart Jenkins, a 40-year veteran of the athletic footwear industry, is on a mission to deliver high-performance, high-comfort products made from recycled materials. Blumaka insoles are made from 85% recycled content. e brand recently expanded its product line to add Low Profile and Arch Support models of its Konnect and Comfort insoles. The company says the expansion comes after months of extensive athlete testing. e Comfort line features insoles designed to provide cushioning and protection from shock and pounding. ey have an antimicrobial top cover for added protection. e Konnect line is centered on the performance needs of athletes, particularly with the insoles' ability to provide traction inside the shoe itself. According to Blumaka, a textured, anti-slip surface on the insole grips the foot, reduces slipping, and allows for superior energy transfer between the athlete and the playing surface. Blumaka insoles are available for consumers to buy online at Blumaka.com and through Blumaka's par tnership with Dr ymax, which also handles Blumaka's team pricing. Additionally, the Blumaka team tells us they are targeting growth into brick-and-mortar retail locations. At this time, Blumaka insoles are available in-store at a few retailers, including Santa Barbara Running Company and Dallas | Fort Worth Running Company. Recent brand partnerships for Blumaka with footwear brands PSUDO and Proto Collective feature Blumaka's product in PSUDO's blu line and Proto Collective's Iris-D sneaker. n On a Mission: Blumaka

• Cover