Top to Bottom: ...Read more]]> Fitflops, Masai Barefoot Technology, Skechers Shape Ups – these are the names of the latest in fitness footwear that boast of health enhancing and physiological correcting properties. These shoes claim to do anything and everything from improving posture, increasing blood circulation, helping you lose weight, relieving pains, strengthening muscles,  and even reducing cellulite.

Top to Bottom: Fitflops, Masai Barefoot shoes, and Skechers Shape Ups

The natural health craze may seem to have only descended upon humanity in recent years, but in actuality, sports medical shoe brands such as the ones above have been around for quite some time now.

One of them is the brand Earth. Originating from Scandinavia, inventor Ann Kals came up with the  design in 1957. Through licensees Raymond and Eleanor Jacobs, the brand was brought to the US in 1970 and finally introduced to the American public.

Here is one of the original designs of Earth shoes:

Vintage 1970s Earth shoes

If you study the picture, you’ll notice that the heels are significantly thinner and lower than the rest of the soles. This is the patented Kalso Negative Heel Technology of Earth shoes, simply called negative heels. The negative heel causes the wearer to walk with the toes up and the heel downward which, according to Earth’s advertisements, are supposed to correct posture, burn calories faster, relieve foot stress, and give other health benefits.

The body alignment of a pregnant woman in traditional shoes versus Earth negative heel shoes

Earth shoes sales were through the roof in the early to mid-70s. They pretty much popularized the boxy design that was common among shoes then. Unfortunately, because of some trouble with financing, the company went bankrupt and closed shop even before the decade was over.

But if there’s anything you can trust in fashion, it’s in how much it cycles and brings back things from the past.

Recently, the brand was resurrected and Earth shoes have reportedly been making a comeback. Although it is now run by a different company, the new company decided to stick with the original marketing of Earth shoes and only added an exercise and fitness twist to its advertising campaign.

It’s not clear if this comeback is because of some nostalgia trip that swept the nation or because of the health craze itself, but one thing is for sure: the shoe that was once anti-fashion is now considered to be fashionable.

One popular Earth shoe design is the sporty and athletic Earth Premier:

Earth Premier, $109.00

They also have sandals and the Earth Exer-Fit is a best seller:

Earth Exer-Fit, $49.00

They have even ventured into snow boots. The buckled, fleece-lined Earth Invincible is a gorgeous crinkled leather boot, and can give any top-selling snow boot a run for its money:

Earth Invincible, $179.00

All of these shoes are available online. Purchase them through Zappos.com.