Founded in the 1990s and specialising in city shoes, Geox stands out thanks to their famous rubber breathable sole that lets the foot breathe. This revolution in the world of shoes began with the introduction of rubber soles almost 50 years earlier. Perfectly waterproof, they did however come with one fault: absolutely no foot breath-ability. The beginning of the Geox revolution: owner Mario Moretti Polegato who, while exercising, has the idea to perforate his shoes to eliminate heat and sweat. When he got home, he registered his first patent and completed a design based on a micro-porous material, which absorbs sweat in the form of steam and evacuates it from the shoe all the while remaining waterproof thanks to the micro-pores that are smaller than a drop of water, yet larger than a molecule of water vapor. The brand name, Geox, was created from a mixture between the Greek word “geo” (earth), and “x”, a letter-element symbolizing technology.