Above: AIRTOX boasts protected toe caps, the lightest anti-penetration layer on the market, slip resistance, shock-absorbing and cooling insoles, a super-light and flexible midsole as well as a multidot direct massage system. Right: Johnny Hedegaard Perch-Nielsen, an experienced business developer within the concrete industry, has joined forces with AIRTOX to introduce the shoe to new markets.
Walking on AIRTOX Building on its huge success at home, Denmark’s new international safety shoe brand, AIRTOX, is entering the European market. The first step is a branch in Switzerland, where the brand is getting ready to introduce its comfortable and trendy advanced-technology safety trainers to the professional footwear market. By Signe Hansen | Photos: AIRTOX
Due to the many statutory standards that have to be observed, safety shoes are often heavy, inflexible and without any reflection of current trends. This is not the case with AIRTOX who, thanks to no less than five patented technologies, has managed to create a safety shoe that enables its wearer to stay safe, healthy, comfortable and happy with their look. AIRTOX was founded in 2015 by Henrik Boe Wiingaard-Madsen, who has more than 20 years of experience within the industry. The brand’s huge success on the Danish market quickly attracted interest from other markets and, recently, Johnny Hedegaard PerchNielsen, an experienced business developer within the concrete industry, con78 | Issue 87 | April 2016
tacted Wiingaard-Madsen. Attracted by AIRTOX’s many unique qualities, he decided to join forces with the brand to introduce the shoe to his home market of Switzerland. “The reason why I’ve partnered with AIRTOX is that we offer a shoe that has something extra, something that’s not on the market. If it had just been another product in line with what is already available, it wouldn’t have been as exciting at all, but I feel that we’re bringing a product which offers a completely new design and technology to the market,” stresses Perch-Nielsen. When it comes to technology, there is no doubt that AIRTOX incorporates more than any other shoe. One of such technologies is Whitelayer®, a fabric original-
ly developed for use in the US Military’s anti-penetration wear. Lighter, stronger and more flexible than any competing material, Whitelayer® works in AIRTOX shoes as a protection against nails and other sharp objects. Among other technologies are AIRTOX’s own UTURN®, a wire-based lacing system that enables the user to lace the shoe quickly and evenly, ensuring a stable grip all the way down the foot. AIRTOX facts: Wiingaard-Madsen started up AIRTOX at the beginning of 2015. AIRTOX develops their shoes from scratch in Scandinavia using highly advanced patented technologies and materials sourced from all over the world. The company is located in Nærum, Denmark.
For more information, please visit: www.airtox.eu