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Many consumers have taken a step back from discretionary purchases, instead prioritizing pandemic essentials. But brands with functional, protective products may have discovered the sweet spot between want and need.
Footwear startup Muvez believes it has hit that target with its line of indoor-outdoor slippers. The comfortable slip-ons feature mesh uppers and collapsible heels, so that they can be worn as slides. But the most ingenious innovation is a removable outsole that allows wearers to leave outside germs and microbes at their front doors, while continuing to wear their cozy kicks inside their homes.
According to co-founding CEO Eric Cruz, the idea for Muvez came about long before a global outbreak prompted shoppers’ obsession with hygiene and cleanliness.
“The idea was born from wanting to create footwear that provided comfort and convenience,” he said, adding that he strove to imbue his creation with “a cool aesthetic that would speak to current trends.”
The brand appeared on popular television show “Shark Tank” in early April, at the height...