THIS NEW COMPANY WANTS TO MAKE YOUR SHOES MORE COMFORTABLE

This new company, which launched today, is out to make your shoes more comfortable. Meet Fulton – a new brand that creates sustainably-made arch support footwear inserts.

Founded by two Wharton School MBA candidates, Libie Motchan and Daniel Nelson, Fulton offers customized arch support and superior comfort to enhance the body’s alignment and prevent injury.

With an initial focus on arch support, Fulton’s first product, the Classic Insole, is a cork insole made entirely from sustainable and natural materials. Each product is designed to not only mitigate the impact of common conditions like flat feet and plantar fasciitis, but also to promote overall wellness by adding comfort and support to your shoes.

The insole’s top layer is made from vegan cactus leather that’s extra soft on your feet. The mid-layer is made from an antimicrobial sustainable latex foam that helps to keep down odor. And, the bottom layer is a carbon-negative and shock-absorbing cork material that molds to the wearer’s unique foot shape for custom support.

“Posture starts from the ground up, and our feet affect the alignment of our entire body. While popular footwear brands prioritize style and design, arch support is typically left out of the equation,” said Motchan. “We created Fulton to create a modernized and sustainable insole option that molds to each person’s unique arch and gait pattern.”

“At Fulton, we’ve made a commitment to explore materials beyond the unsustainable gels, foams, and plastics that permeate modern footwear,” added Nelson. “We’re excited to offer products that utilize sustainable and innovative materials not traditionally used in insoles while still prioritizing quality.”

The new insoles are available in sizes 8-14 in men’s and 5-11 in women’s and retail for $48.