In developing their line of footwear insoles, Libie Motchan WG21 and Daniel Nelson WG21 faced an age-old problem: How do you make a boring product cool? Their solution is to take aim at foot problems that plague people of all ages, whether due to work, sports, or squeezing into fashionable but often painful dress shoes.

Fulton’s insoles are designed to give customized arch support that enhances body alignment and helps ease pain and prevent injury. They’re also made from sustainable materials like cork and vegan leather, so customers can feel good about more than just their feet.

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