Upclose Comfort

Tread Labs’ Million-Mile Premise

Chaco founder’s insole company plays the long game.

MARK PAIGEN ALREADY knocked it out of the park once in the shoe biz as the founder of Chaco. The sport sandal brand, launched in 1989, went on to carve out a successful niche with watersport enthusiasts who swore by its now iconic Z/1 sandal featuring an adjustable pull-through strap design for a customized and secure fit along with a contoured arch footbed for all-day comfort. When Paigen sold the brand to Wolverine Worldwide in 2009 he thought his shoe dog years were behind him. But after some much-needed time off, he decided “even paradise gets boring” and, in 2012, launched Osmium, a U.S.-made men’s clothing line. A couple of years later, after his non-compete agreement in footwear ended, the lure of the shoe industry called again.

“The pullback towards footwear surprised me and became irresistible,” Paigen says, who first developed a line of leather boots and shoes to compliment Osmium clothing. “The insoles I came up with for the line were more innovative and compelling than the footwear or the clothing, so I left both behind to develop the insole concept that became Tread Labs.”

Paigen is an inventor at heart. That’s what he loved about Chaco: innovation that created utility, and he believed he’s struck gold again with Tread Labs insoles that feature a unique two-part molded construction with interchangeable, replaceable top covers and are built to last 1 million miles. The molded arch supports are guaranteed “forever,” while the top covers can be replaced to make insoles like new again, which is better for the wallet and the planet, Paigen says. Available in four arch heights (low, medium, high and extra high), the entry-level Ramble retails for $55, while the best-selling Pace is firmer and retails for $65. The high-end Dash model (SRP $105) features 100 percent carbon fiber arch supports that are uber-light and nearly rigid. “When insoles fit precisely, comfort, pain relief and performance are enhanced,” Paigen says. “They offer a level of support unmatched in over-the-counter insole products.”

Tread Labs launched on April Fool’s Day of 2016. Following a scrappy start, it gained traction in 2018 and, last year, scored a big jump in sales that has only picked up in 2021 as Tread labs is on a pace to double those sales. “We feel pretty solid about our DTC channel, and now the challenge is developing our wholesale business,” Paigen says.

To this end, Tread Labs is targeting specialty retailers with educated staffs that can tell the brand’s story and help customers find the right insole for their needs. Those primarily involve running, sitand-fit comfort and outdoor specialty dealers. “The fitting process is not complicated and provides a great opportunity for store staff to develop trust with customers,” Paigen says, adding that it’s a substantial upsell opportunity. “Because Tread Labs margins start at 60 percent, a sizeable portion of that add-on sale goes directly to the bottom line.” To reach wholesalers, Paigen says Tread Labs has recently hired the UBER Group as its rep agency and will be launching a new B2B ecommerce website soon as it would like to see the channel become 15 percent of total sales by year’s end.

As for potential consumers, Paigen says it’s a diverse audience, but the target is quite specific. “She is a 48-year-old trail runner whose athletic pursuits are as important as her career. She runs four to five times a week and loves being in nature. Plantar fasciitis has sidelined her in the past and keeping her feet healthy is as important to her as covering ground. Distance is her grail, and she knows that Tread Labs can add miles to her day…She’s tried many brands of insoles and has been fitted with expensive custom orthotics in the past. She’s not afraid to spend on gear if it truly makes a difference but loves to get value.” As for the trail ahead for Tread Labs, Paigen, once a shoemaker, is always a shoemaker. He’s currently in the wear testing phase of a new sandal concept—a process delayed by the pandemic but one that won’t be denied. “I cannot escape the world of sandals,” he says. “I can’t resist the pull to create another sandal icon. Chaco Z/1 is a strong seller to this day, and it’s the part of my career that I’m most proud of.” The goal is to introduce a new sandal icon that’s different from Chaco yet equally compelling and attractive. “It’s been a super fun puzzle to solve,” Paigen says. “I hope I’ve learned a few things in the 30 years since I developed the Chaco Z/1.” —Greg Dutter

Margins on the Ramble collection (SRP: $55) start at 60 percent. Mark Paigen, CEO, Tread Labs

HOW THE WEST is worn? According to Twisted X, a division of Twisted X Global Brands, when it comes to Western boots it’s been worn uncomfortably for far too long. Like since the 1800s, says Monte Nelson, vice president of Western for the Decatur, TX-based company. And like just about every other footwear category that has undergone revolutionary comfort upgrades that consumers have come to expect and demand, it was high time Western got up to speed.

Enter the Tech X collection, featuring Twisted X’s patent-pending CellStretch comfort system with its more than 100 individual pressure points providing comfort, stability and durability—without altering the profile of the boot to preserve the traditional Western silhouette consumers demand. “With every step, comfort cells in the heel and forefoot compress and rebound to provide customized and unparalleled support,” Nelson explains. “This technology is going to permanently change a marketplace that very seldom changes.”

Prasad Reddy, CEO of Twisted X Global Brands, says Tech X is another in a line of innovations the company has and will continue to introduce. In fact, the mandate is to introduce a new technology every six months. “Twisted X is continuously seeking ways to bring innovative concepts and comfort technologies to the footwear industry, and Tech X is exactly that,” Reddy says, adding that this latest innovation also marks a full-circle moment for the company. “We started as a Western brand before growing into our other markets, so this new line is particularly meaningful to Twisted X, as it serves our most loyal consumers and honors our heritage.”

Tech X will be available in six rubber sole styles (SRP: $204.95) beginning this November, with many more styles launching over the coming year. “The goal was to make boots that look as good as they are comfortable, and Tech X is the answer to our customer’s calls for comfort, durability and style,” Nelson says. —G.D.

Twisted X Redefines Cowboy Comfort

Tech X collection to revolutionize Western boots.

-Lightweight & Breathable -Interchangeable Insole Included