NATIVE wins 2011 Red Dot Award for Product Design

Native Shoes Fitzimmons in Torch Red
Native Shoes Fitzimmons in Torch Red


The Fitzsimmons Boot Receives Best in Class Nod

VANCOUVER, CANADA (March 15, 2011) – Native’s Fitzsimmons boot clearly convinced the judges in the red dot design award, one of the most renowned international product competitions. With such a highly respected panel of experts, the Fitzsimmons has now been awarded the “red dot” seal of quality for high design. More than 1,000 guests from the world of design, industry, society and media will celebrate the winners of the red dot design award on 4 July 2011, which traditionally takes place in Essen’s opera house, Aalto Theater, in Germany. The Fitzsimmons will then be on display during a four-week special exhibition in the red dot design museum.

When Native ( began developing the Fitzsimmons boot, the focus was to evolve construction methods and material from the time-honored hiking boot profile. Applying the knowledge gained during the initial design process of the EVA slip-ons, Native added new structural elements to the Fitzsimmons. The EVA shell is now fused into a two-piece sandwich process that allows for a soft, resilient upper, as well as an enhanced density sole for durability. Also, the custom, perforated neoprene sock – inspired by a design typically seen in snowboard boots – allows for additional comfort and warmth. The final detail is a hand-brushed upper, for a clean, suede like texture.

“As always, our jury cast a very careful eye over the products submitted,” says Professor Dr. Peter Zec, the initiator of the red dot design award. “Design quality has asserted itself clearly in the judging process, with genuine and new creative solutions also being rewarded. Both of these criteria are not just yardsticks for good design, but also for the potential for success on the market. This potential is increased several times over by the targeted use of our renowned design award.” This year, designers and companies from 60 countries entered 4,433 products in the red dot award: product design.

Native Shoes
Native Shoes

Along with the other prize-winning product designs,the Fitzsimmonswill be on display to experience first handfrom 5 July to 1 August 2011 in the exhibition “Design on stage – winners red dot award: product design 2011.” The red dot design museum is located at the world heritage site of the Zeche Zollverein Coal Mine Industrial Complex in Essen. With in excess of 1,500 products spread over an area of more than 4,000 m2, the red dot design museum houses the largest permanent exhibition of contemporary design worldwide.

About the red dot design award

The red dot design award dates back to 1955 and is now the world’s largest and most distinguished design competition. It breaks down into the three disciplines ‘red dot award: product design’, ‘red dot award: communication design’ and ‘red dot award: design concept’. There were almost 14,000 entries from 68 countries in the year 2010 alone.

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