Mark Rice Footwear established in 1996 following 20 years service for Major footwear importers into Australia. Now importing from countries such as Denmark, Malaysia and China.

Reliability, continuity and quality have been fundamental to our professional service and accountability

Strong links have been built with our network of suppliers such as Jacofrom (25 Years) and Marco Santini (15 years) providing quality footwear for our retailers and an never ending source of style, fashion commitment and service.

Our aim is a continuous investment and development in a wide range of collections to reflect the trends of each season.

Innovation is possible in a product like a shoe, in spite of its history going back thousands of years. These Danish Jacoform shoes were the subject of favourable comment by the committee which made the 1978 industrial awards in Denmark.

The Jacoform system is based on a simple fact: Human beings were born without raised heels. A heel is an unnatural addition which is cause of many complaints including migraine, backache etc.

The front part of the Jacoform shoe is fan-shaped so the toes can be straight and allow a light spreading of the toes. A relatively short shoe opening and long lacing (four eyelet's) with the cup shaped heel base make for a very comfortable and non damaging shoe for your feet with no slip at heel.

Jacoform shoes are now worn by thousands of people world wide, both male and female. Sizes 3-13 UK.

Some testimonials to Jacoform shoes:

• The feeling of walking barefoot in the sand
• Aching feet are a thing of the past
• An experience in comfort never know before
• Those shoes seem to literally mould themselves to my feet

It is said the shoes marked a "fundamental innovative advance in footwear design, based on pedestrian studies of the human anatomy and execution in suitable materials". It noted that the valuable properties of the shoes was due to good design, and not the vagaries of fashion. Our life consists of movement. Human beings are programmed to move and the feet are the parts of the body responsible for this movement. Apart from this, our feet must also be able to bear a certain load which differs from individual to individual.

The feet are composed of relatively weak bones and muscles with a limited support surface. Despite this fact the ends of our feet must be capable of supporting the whole of our body weight, even in unnatural positions. We do not begin to notice the real importance of our feet until they stop functioning correctly. Just consider how vital the smooth functioning of the feet is for the healthy development of the fibula muscles or for the circulation of the blood through the veins and its return journey from the extremities to the heart. In order to assess the properties of a shoe it is important for us to analyze the mechanics of walking as they concern the feet. The most important functions, namely those controlled by the ligaments of the leg and foot when walking are as follows:

a) The splaying reflex characterized by the fan-like splaying of the toes after the outside of the heel is set down.

b) The gripping reflex characterized by the turning in of the toes as they grip the ground.

c) The spreading reflex which occurs when the sole of the foot is in contact with the ground. The extensors of the leg and flexors of the toes are thus relaxed.

d) The take-off/thrusting reflex when the entire load is

concentrated on the toes - all five toes are splayed and the foot prepares in a split second to return to the splaying reflex by closing the toes and bending them upwards.

It is vital that we develop and strengthen our foot muscles. To keep healthy feet in good condition the natural movements must be assisted, the blood circulation encouraged and weak foot muscles exercised. It is also extremely important that the entire sole of the foot comes in contact with the ground and thereby producing a massage effect which used to be provided in former times by walking barefoot in fields and on sand paths.

Our feet therefore need footwear that has a natural shape and permits natural movement. Only in this way is it possible to keep our feet healthy.