The sudden downpours last week have sparked a rise in waterproof footwear sales at Fitness Footwear.

The change in buying patterns at Fitness Footwear quite clearly displays the British obsession with the weather, and how shopping habits are inextricably linked to current weather conditions. In spite of a bright spring weather forecast, sales of waterproof footwear have started to rise significantly, as Britain prepares itself for the worst following a run of particularly wet and miserable weather.

In recent years the growth of the market for waterproof footwear has seen a marked shift from classic waterproof boots geared towards heavy duty winter walking, to a more lightweight design adapted to shoes and trainers. The explosion of styles has been made possible by innovations in technology which have reduced the weight and flexibility of fabrics, enabling lightweight fashionable shoes to be manufactured which still retain the same water-resistant properties of extreme weather walking boots.

Advanced seam sealing technology has improved considerably in recent years, and whilst E-Vent and Epic fabrics have been developed it is GORE-TEX which remains the must have rainproof technology, chosen for its high breathability and excellent hydrophobic properties for waterproof shoes. Refinement of the fabric, which was first produced in 1976, has seen the material become much more robust and lightweight and more suited to flexible modern footwear.

Originally used for heavy duty performance rainwear it now features in some of the flimsiest fashionable footwear models. Since the material is breathable, many people are now opting for a GORE-TEX rainproof shoe as a precaution against the weather, since the styles and models on the market are so wide ranging. Fashionable styling has offered a more flexible shoe capable of performing in the wet, whilst being equally comfortable in dry conditions.

GORE-TEX fabric consists of a membrane sandwiched between two protective layers of fabric, a toughened outer abrasion-resistant shell and a soft interior lining. The GORE-TEX layer is coated with Teflon, which serves as a waterproof boundary through which liquid water cannot penetrate. The fabric consists of 9 billion pores per square inch which are too small to allow liquid water to pass through. However the pores are large enough to allow for the smaller water vapour molecules to pass through unhindered to keep the body comfortable as perspiration evaporates through the one way membrane.

Whilst still the mainstay of heavy duty performance boots in the Insulated Comfort and Performance Comfort ranges, it is the lightweight non-insulated Extended Comfort GORE-TEX which is ideally suited for warmer climates; perfect for spring, summer and for use in lightweight performance trainers. It is the waterproof trainers which have seen the greatest jump in sales, with more and more people choosing these models as replacements for standard trainer brands.

The material provides the perfect combination of protection and breathability, which will see the feet kept dry and breathing even during the most rigorous aerobic exercises. Keeping the feet cool and comfortable during heavy activity and also indoors offers the most flexibility and means that one shoe model is all that is required rather than different shoes for differing conditions. All of the major high quality outdoor footwear manufacturers have increased the range of waterproof shoes in response to demand for a more practical shoe which has the flexibility to deal with sudden showers when out on the trail or from more general exercise and fashion wear.

The rise in popularity of waterproof fabrics in shoe design is no surprise, however as the spring gets underway and the promise of warm summer weather gets closer, the British public appear to be hedging their bets and opting for a more universal shoe capable of dealing with the unpredictable British weather. A bright weather outlook there may be, however the general public knows better than to place too much stock in the forecasts, instead taking the recent downpours as a sign of things to come and making sure that their feet stay dry if the weathermen prove to be wrong once again.

Information on the full range of waterproof GORE-TEX shoes, boots and trainers can be found on www.fitnessfootwear.com
– Adam Smith 02-04-2010