Footwear Industry News : A building in the heart of Milan’s historical city centre comes alive with technological innovation based on a footwear brand’s values. IT wasn’t enough that a footwear brand prided itself on the technology used in its shoes, it went one up by using the same technology to build its biggest store in the world. Italian footwear brand, Geox – known for its microholes technology which recreate an ideal microclimate inside shoes to keep feet cool and dry – turned their flagship store in Milan, into a “breathing building”. Geox – a combination of the Greek word “ego”, the earth that we walk on, and “x” symbolizing technology – was founded in 1995 by Mario Moretti Polegato, offering classic and casual footwear for men, women and children.

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