While initial attraction draws a consumer to a shoe, it’s comfort that keeps them wearing it day after day. Thanks to recent advancements in how footwear is designed and manufactured, foot wellness is becoming a larger part of the equation in purchasing behavior. Spending more to get more is an overarching trend. For some additional insight on the subject, we asked execs:

How are you improving the comfort experience for your consumers?

“With every design, we start by considering the user: what is the purpose of the shoe, who is buying it, what do they need, and how can we exceed their expectations. We focus on features that make their day easier, including adjustability for different foot shapes, reduced weight, and per-formance elements like waterproofing—all without sacrificing style.” - Emily Hagen, designer, Alegria

“True comfort is rooted in thoughtful design, not just more foam underfoot. Our proprietary foot-beds are at the heart of every pair, delivering structured arch support, a contoured heel cup, and energy-return cushioning that work together to reduce fatigue and promote better support and alignment.” - Mike Walker, VP of marketing and ecommerce, Taos

“Our shoes prioritize comfort and fit for all-day wear, with wider lasts to reduce pressure, added cushioning for impact absorption, and removable footbeds for customizable support.” - Rich Rask, president, Rieker Shoe Corporation

“We already make the most comfortable shoes in sizes and widths (size 4-16, S-WWW) covering occasions from dress to sandals and slip resistant shoes. Today, we are focused on consumer value and raising the bar on comfort in the aesthetic of our shoes; incorporating luxurious materials and innovative components to elevate the style and increase the versatility of every shoe.” – Kelly Dumpson, head of sales – wholesale, SAS

“Advanced knit and engineered mesh uppers are evolving to enhance breathability and reduce weight, with lower environmental impact. Premium leathers remain essential, but there’s a shift toward more durable materials. Midsole platforms are more responsive and energy-returning, align-ing with the broader trend toward performance-inspired comfort in lifestyle silhouettes.” – Jill Butler, director of merchandising, ECCO

“Mephisto is responding directly to what today’s customers want. For example, the expansion of our boot assortment this past Fall proves that shoppers are actively seeking comfort—even at a higher price point. Additionally, our premium cork footbeds deliver the natural comfort and sup-port customers value, without compromising on quality.” - Scott McCabe, director, ecommerce and merchandising, Mephisto USA

“Arcopedico is committed to reinforcing our core values: A supportive sole with non-binding uppers. For Fall 2026, be prepared to see new silhouettes that offer dual arch support and fit the foot like a glove. Our uppers promote circulation and won’t bind or pinch the feet, making all Arcopedico shoes a great option for anyone suffering from bunions, hammertoes, and other foot ail-ments.” – Sydney Simas, CEO, Simco Imported Shoes (Arcopedico)

“Comfort is about how a shoe feels all day—not just when you first put it on. We use leather-lined, memory-foam cushioned insoles for a soft, supportive feel, along with stable low heels and flexible outsoles that make walking easy and natural. Adjustable details like Velcro straps, zippers, and laces help create a comfortable, personalized fit.” - Danny Astobiza, president, Biza

“The foundation of Waldlaufer shoes comes down to fit. The designers and manufacturers work to ensure styles have a narrow heel and wider toe box. They also offer a variety of widths to guaran-tee the perfect fit. Proper fitting shoes are the key component to comfort.” – Sydney Simas, CEO, Simco Imported Shoes (Waldlaufer)

XELERO/X-GPS WALKER

‍Xelero offers footwear with stability and motion control built on a firm midsole and mild rocker. The firm has recently updated its uppers to reach a younger customer – both in age and mindset. A water-resistant upper and slip-resistant outsole make this style versatile. MSRP $169.99.

Calculating Cushioning

Soft vs. Supportive- Which Reigns Supreme?

The precise balance of cushion and support is what footwear dreams are made of. With so many opinions, it’s hard to perfect the mix.

“It really depends on the consumer’s preference and/or need,” explains Comfort Co EVP/GM Liam Bourke. The goal should be for “the entire body to align in harmony,” he says. The firm’s strategy is to build a foundation of support—using features like perfected arch support, mid-foot shanks and strengthened heel counters—then layer premium cushioning on top. In the Vitasole line, a removable memory foam footbed provides that ‘soft’ feel, that sits upon a compression-molded EVA mid-sole for structural support. It’s that solid foundation that the rest of the house is built upon.

As Made Plus CEO Alan Guyan notes, “support reigns supreme, but only when it’s paired with the right amount of cushioning.” The Made Plus approach is to engineer what responds to movement rather than collapsing under it. The focus is on a stable platform, securing midfoot lockdown, and employing energy-return foams that provide comfort without sacrificing alignment or durability. “The goal is a shoe that feels plush at step-in, supportive through the stride, and comfortable hours later,” the exec suggests.

Comfort is the foundation of the Fluchos brand, and has been since 1962. What has evolved is how the company achieves it. “In recent seasons, we have incorporated lighter materials, advanced technical engineering, more efficient cushioning solutions, and ergonomic insoles—all while maintaining the brand’s core identity. These enhancements are focused on reducing fatigue and improving well-being during prolonged wear,” comments Louis-Philippe Roy, Fluchos territory and sales manager, Canada/USA. The Fluchos approach is based on balanced construction, where the shoe’s structure (heel, counter, lateral stability) is just as vital as the cushioning. The shoes are handmade in Spain.

Consumers from different regions can have varying expectations. According to Finn Comfort USA CEO Justin Orrell-Jones, “We believe offering support is consistent with our primary objective, which is to encourage health and wellness. However, we are aware that some consumers especially in the USA like cushioning.” To meet the needs to this consumer, the FinnMellow collection offers support through the use of differing PU densities in the outsole and extra foam in the footbed for increased cushioning.

Choosing the correct shoe for your body is the key to avoiding pain, inflammation and inefficient gait. A well-trained staff can guide the consumer in the right direction through education. “The store that does the educating wins the war and usually a customer for life. In short, the easy sell usually turns out to be the last sell,” explains Michael Arce, National Sales Manager for Xelero. For an easy sales anecdote, Arce shares:

“If you and I were walking on the beach and we had one mile to get to the pier, would we walk down the middle of the beach on the soft sand or along the water on the firm sand? Everyone would acknowledge that walking down the middle of the soft sand would be exhausting and that walking along the firm sand by the water would be less taxing on the body.”

VITASOLE/ICARUS

‍Ideal for walking, jogging or an everyday active lifestyle; Icarus has aVX Rebound Midsole (with ETPU) that provides up to 65% rebound for more energy with every step. A Glide in Heel with Smart-Glide technology makes for effortless hands-free entry.A 10mm heel-to-toe-drop reduces strain on the Achilles. MSRP $129.95.

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Feeling good and looking good go hand-in-hand. We highlight some key trends in 2026 that allow for holistic wellness to be obtainable, keeping feet healthy and happy, while also expressing personal style.

Wild Child

A hint of leopard and a dose of cheetah turn up the fashion quotient.

ARCOPEDICO/DUORO

Duoro offers a personalized fit, thanks to two adjustable Velcro straps. The Lytech upper is vegan and hand-washable. A PU outsole features the brand’s Dual Arch Support with two lengthwise supports in the sole to evenly distribute weight, improve posture and gait, and supporting both arches. MSRP $149.95.

ALEGRIA/FAE

A new Essence outsole updates the brand’s classic rocker with an EVA midsole for improved com-fort and recovery, without sacrificing its signature support. Fae includes a removable soft-touch microsuede footbed that is interchangeable for medium to wide width. An inside zipper adds accessibility. MSRP $150.

RIEKER/REVEL

Available in colorways for men and women, Revel low-top sneakers are crafted from high-quality, smooth leather. An arch-shaped Swing2GO insole supports the natural shape of the foot and provides shock absorption and energy with each step. MSRP $140.

Serenity Now

Playing into Pantone’s 2026 color of the year – Cloud Dancer; the look is clean and quiet.  

FINN COMFORT/PRATO

Part of the FinnMellow collection, Prato features great support, using differing PU densities in the outsole. Extra foam in the footbed pumps up the cushioning. Laces and a side zip provide convenience. MSRP $445.

TAOS/DELTA

Delta is the newest addition to Tao’s active-inspired sneaker collection. The premium leather walking sneaker is designed for balance, support and all-day movement. Carefully calibrated cushioning feels plush on step-in, yet holds its shape to support all arches of the foot. MSRP $200.

ECCO/SOFT 11

Retro-inspired Soft 11 draws from 1990s handball styles and is crafted with leather from the brand’s own tanneries. ECCO FLUDIFORM Direct Comfort Technology builds the sole directly onto an anatomically designed last, for a cushioned feel promoting natural foot movement and offering superior rebound. MSRP $170.

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FASTENED FIT

Whether buckled in or zipped up, these options are locked-in.

MEPHISTO/BERRIE

Mephisto offers a fresh take on its iconic cork footbed. The youthful Berrie has a platform construction with enhanced flexibility, personalized fit and signature Air-Relax technology. A supportive heel counter protects your feet and back. MSRP $249.

BIZA/WINONA

Biza pairs memory-foam cushioning for softness with stable construction and balanced outsoles for support that perseveres. Winona features an adjustable instep Velcro strap with a faux buckle for an adaptive fit. A rubber stacked heel provides durability and flexibility. MSRP $159.95.

WALDLAUFER/H-BRUNI

Fun and functional for fall, H-Bruni features a durable outsole and wool insole. Dual zippers offer easy access. The fit is roomy, making it an option for wider feet. MSRP $220.

Neutral Territory

The current men’s vibe is everyday refined.

‍MADE PLUS/RIPPL

This U.S.-made, neutral-performance trainer features a breathable, lightweight engineered knit upper made from 100% recycled materials. A blown-rubber outsole and expanded rubber foam midsole give a fast, energetic feel under-foot, along with a responsive cushioning platform. MSRP $225.

SAS/JOURNEY ML

This is a new spin on a best-seller which offers all-day comfort and versatility. Like all SAS styles, the Journey Men’s Luxe starts with the creation of a unique last for every pattern, size and width to ensure that the foundation is ideal. MSRP $255.

FLUCHOS/ROCKY

Rocky is designed with a wide last, offering freedom of movement. The fit is secure and ankles are protected thanks to ample padding. Rocky includes the brand’s patented slip-in technology for easy on/off. MSRP $225.