girl polo boots new venture of former Crocs execs
Former executives of local shoe company Crocs Inc. recently landed additional capital that could give legs to their new shoemaking venture.
Soft Science Inc., an Oceanside Calif. Securities and Exchange Commission.
SoftScience’s casual shoes are composed of materials such as canvas and microfiber that are anchored onto a sole created from a proprietary closed cell resin.
That resin, called Trileon, contributes the and the comes from footbed, called Levelast, which is designed to disperse weight evenly, officials say.
Executives behind SoftScience carry some familiarity in both the Boulder and footwear circles.
Heading SoftScience are Scott Seamans, a co founder of Niwot based Crocs, and John Duerden, a former Reebok executive who was tasked with leading a turnaround of Crocs. Peter Case, Crocs’ former chief financial officer,
also is listed as an executive of SoftScience.
In advance of SoftScience’s spring launch, targeted for markets in the southern and eastern United States as well as potentially Europe and Asia, Duerden told the Daily Camera he was intrigued by the opportunity of building a startup shoe company.
a casual, lifestyle product, he said. not trying to be a surfing brand or a running brand. We expect (our shoes to be) used by people who are active. It’s a great after anything shoe.
While both SoftScience and Crocs develop shoes using proprietary closed cell resins Crocs’ resin is called Croslite the recipes are slightly different, Duerden said, adding that his new firm does not make a wholly injection molded shoes that made Crocs famous.
Duerden said he, Seamans and Case no longer are bound by non compete agreements.
probably about a $30 billion market, Duerden said, referencing the casual shoe market and companies such as Vans and Skechers. seems to me there’s room for more than one competitor in this market. We want to be authentic and we make very comfortable shoes with medical and therapeutic qualities.
Since SoftScience’s launch in 2011 when the company was formed to investigate and invest in new technologies the company has raised more than $4.5 million, according to SEC filings. SoftScience has a Boulder address registered with the SEC.