WGSN reports: Hi-Tec debuts ion-mask

06 April 2009

Hi-Tec is launching shoes next year that feature a potentially revolutionary new water-repellency treatment. WGSN reports.

When footwear containing the new ion-mask enhancement goes on sale next year it could mark a new era in water protection.

ion-mask - developed by P2i - is a plasma treatment that was originally developed to protect soldiers from chemical warfare. It works by placing a nano-scale, "super-hydrophobic" (water-hating) protective layer over the entire surface of the shoe, which, because of its tiny scale, means that everything - right down to individual fibres - is coated.

It doesn't require taped seams, membrane technology or a durable waterrepellent like conventional waterproof footwear; rather an ordinary shoe can be taken - after manufacturing - and rendered highly water-resistant by using the ion-mask process.

What isn't affected, however, is breathability. And as the treatment is just nanometres thick, it has the advantage of being undetectable both to the eye and to the touch.

But that's not all. The ion-mask treatment is, theoretically, applicable to virtually any object, from footwear and fabric to iPods and mobile phones. In the words of Hi-Tec president Tony Linford: "The potential is huge."

Performance

The properties the treatment grants are impressive, and not simply because it manages to keep the feet dry. "When you run in wet conditions, a regular shoe absorbs 60g of water after 45 minutes' running, hich is due to water soaking in and sweating," Linford told WGSN. "With ion-mask, that 60g drops to 5g."

Another benefit is that the shoes dry extremely quickly. Hikers, for example, wouldn't face the roblem of having to put on wet shoes the morning after a day's hiking in the wet - while on a broader scale, the treatment gives the footwear easycare properties in terms of cleanliness.

"For example the dye in jeans can rub off and show on light boots, but ion-mask reduces this," Linford said.

Launch

Hi-Tec is launching ion-mask in a leather hiking boot for autumn/winter 2008, with the shoe expected to hit stores next summer, and then plans to extend the range into running, adventure sport and golf in spring/summer 2009.

HI-TEC will be the only footwear manufacturer in the world supplying ion-mask treated footwear for the A/W 08 season.

"[As] we delve into the technology, there are benefits for nearly every product even if it's just in stay-clean/easycare shoes - and therefore there are potential benefits for all types of footwear," said Linford. "For example, imagine sand not sticking to sandals on the beach [because the water just rolls off the material]. It's just a theory at the minute, but the potential is there."

ANDREW JOBLING, WGSN 02.01.08
?.© WGSN 2008