“Once upon a time” – that is how a real fairytale starts, and we do know that at first, everybody must go through an awful lot to finally experience a happy ending. Green Comfort’s fairytale started in 1994 when the two founders, Hans Jørgen Millner and Jesper Stærmose, held the very material in their hands that became the DNA of their new company. The shock absorbing qualities of this material were completely unique, and ever since the world patented sole is the pivotal point of the 3 million shoes delivered over the years to Nordic feet. In Green Comfort we went through a lot of development work before we got to an almost iconic recognition of the fact that our footwear concept is capable of uniting the most outstanding comfort with the trends in colours and design. Based on our sole, in the nineties, the market urged us to design and produce semi special footwear for consumers who – because of diabetes, rheumatism or other reasons – needed optimum relief footwear. In 2005, this concept was developed and anchored, and this activity is in future managed by New Feet A/S, an independent company which today is a leading brand within its sector.