Auri Footwear Makes Walking a Beautiful Thing
May 20, 2010 by HauteShuzAddict
Filed under Designer Spotlight, Front Page Designer Spotlight
Ori Rosenbaum, CEO and founder of Auri Footwear ~
Auri Footwear is the brainchild of Ori Rosenbaum, a serial entrepreneur as some might call him, and Auri is his latest company to launch after a string of successful startups. Ori began pioneering the business world at the early age of 19, starting companies ranging from car audio systems to technology consulting, both of which Ori has credited for his accumulated taste for fast cars and high fashion. The idea for Auri Footwear actually came about while Ori was racing his high-performance Dodge Viper (which he sold to help fund the company). It was his own experience with an expensive, yet uncomfortable, pair of driving shoes that led Ori to create a line of footwear that is both fashionable and easy on the soles.
Auri was originally created as a men’s footwear line, and launched in 2008, during the economic downturn. In an effort to save money, Auri decided to forgo traditional advertising methods, and instead, turned to Hollywood as a platform to help spread the word. Auri brochures and an invitation to a free pair of shoes was offered through SWAG bags during the 2008 awards season, and in 2009 they joined forces with “Stars for a Cause”, a non-profit organization that operates during awards season and uses celebrity connections to push philanthropic efforts. Celebrities such as William Shatner, Ludacris, and Jessee McCartney designed custom shoes for Auri Footwear that went up for auction to raise money for charities of their choice, along with Prince’s Trust.
The Hollywood connections certainly helped to promote Rosenbaum’s product line, as Forbes Magazine named Auri Footwear one of “America’s most promising companies”, the only brand selected from an entire roster of fashion, footwear, and apparel companies, in September 2009. The honor is well deserved. Aside from sound investment, smart marketing, and growth in revenue, it’s the Auri product that really sets Rosenbaum’s company apart from other fashion footwear lines. Auri proves that beautiful shoes don’t have to be uncomfortable. The Laguna Beach based fashion lab, set in the heart of the trend-setting LA style scene, is the first couture footwear collection to seamlessly fuse comfort and fashion.
NASA grade Outlast technology
Through inspired design and a commitment to old world craftsmanship, made from rich Italian leathers and hand stitched details, Auri shoes remain on trend with stylish silhouettes. However, it’s the next level technology incorporated into each pair of shoes that makes this product so desirable. The performance engineering, active suspension systems, and removable multi-density anatomical footbeds, which provide structural support and insulation from the harsh pavement beneath the feet, create a pleasure of looking good and feeling good. Rosenbaum also licensed Outlast, a patented material that was originally developed for NASA spacesuits, which helps to regulate temperatures and keeps feet cool and dry all day long.
Auri Women's Heel Technology
This technology was originally only available to men. However, as of spring 2010, Auri has finally launched a line of women’s shoes, providing the comfort in high heels that so many women crave. A dual density foam and gel forefoot area forms to your own foot’s shape helping to mitigate pressure points and absorb the impact from the ground beneath (1- see diagram). An asymmetrically-shaped arch support also conforms to your foot’s specific shape maintaining the foot’s integrity and position, keeping the pressure off the forefoot area, which bears the brunt of wearing heels (2). Finally, a gel formed heel cup holds the heel gently, dispersing pressure evenly over a larger contact area, keeping the foot from sliding forward, and thus protecting the forefoot (3). One might think this level of comfort would come at a price, but Auri shoes, with all their quality design and unmatched technology, sell at an affordable range of $85-$230.
Providing a level of comfort unavailable in any other fashion footwear brand today, however, simply isn’t enough for Ori Rosenbaum. Rosenbaum wants Auri to be more than a footwear company that produces next level products; he also wants Auri to be synonymous with the charitable giving towards the community and mankind that they all believe in. Rosenbaum states that “ever since we launched in 2008, our goal was to give back. We will continue to create opportunities for charitable giving because its simply become part of who we are as individuals and as a brand.” Besides being a sponsor for “Stars for a Cause” mentioned earlier, Auri footwear also contributes to Tiny Stars Charity and Soles 4 Souls, to which Auri donates $5 for every pair of shoes sold through wholesale and $10 for every pair sold through the Aurifootwear.com website.
Fashion, comfort, and charitable giving- what more could one ask for from a pair of shoes? The successful combination of these aspects has made walking in Auri Footwear a truly a beautiful thing.
