V4 Ships in October... & We're Rebranding to Carets!

V4 Ships in October... & We're Rebranding to Carets!

September 20, 2017 0 Comments

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Dear Primal Professional,

In my last update, I asked you guys for help testing fit... and got over 150 volunteers! Thanks so much! While I wish I could have sent a pair to all of you, I only had 7. But rest assured, version 4 is almost here. 

In this newsletter, I'll go into:
I. Fit Test Results
II. Version 4 ETA: October
III. Rebranding to Carets

I. Fit Test Results

I had 7 Fit Testers help out on assessing Version 4. 
6 of them own a pair of our shoes, and the remaining 1 had tried them on and returned them. 

Here is a summary of their feedback...

All 7 testers said they like the new look. 

3 noted that the "topline bugging their ankles" issue was still there. Thus far, I'd been trying to address this issue by changing the upper pattern, i.e. lowering the topline. I think the real solution may lie in changing the last, i.e. changing the angle so that the topline doesn't curve in towards the foot as much. 

3 people loved the elastic laces, 1 hated them, and 3 said they were too long. I explained that they're a bit longer because they're meant to be double-knotted, but they said it's still too long. It's too late to change the lace length for this production run, but I'll order slightly shorter laces in the next run. 

1 noticed that V4 is more snug than his V1. When we started including the Poron footbed in V3, it slightly decreased internal volume. So if you're coming to a V4 from a V1 or V2, expect that. If you're coming from V3, the internal volume should feel the same.

Finally, 1 noted that V4 wears warmer, and I noticed that too. It could be that the longer cap toe has more celastic, which might be more insulating or less breathable than leather alone. Reducing eyelets shortened the quarters, which could mean less ventilation. Or perhaps it's the new leather and/or liner that we're using. I'll look into it!

II. Version 4 ETA: October

Production is rolling forward! They are scheduled to finish my entire order by Friday, Sep 29.

From there, it should take a week or so to get from León to our fulfillment center in Pennsylvania, and another week to get to you. 

If you have a pre-order older than a month, I will send you an email to confirm your shipping address. 

Everyone should get their shoes and we should be fully stocked before the next newsletter =)

III. Rebranding to Carets

When I first decided to rebrand from the Primal Professional to Chronology, I searched the United States Patents and Trademark Office's database to see if anyone else was using Chronology in footwear or apparel. Finding none, I went forward with Chronology. 

A couple months later, a customer Jean-Paul, who specializes in IP law, generously provided a free phone consult (thanks again!). I found out that for trademarks, priority is given to the first to use. This is the opposite of patents, where priority is given to the first to file. And what do you know, there is an apparel company in Chicago that's been using the name Chronology before we were. 

I don't want to wait around for a potential legal battle that I'll most likely lose. So I'm getting ahead of the problem, and rebranding to Carets. 
 

Why Carets? Many reasons!


First, What is a Caret?

A Caret is the name of this symbol: ^

It looks a lot like the logo I designed for Chronology. I love the logo still. The logo is here to stay despite the name change.

Carets are used in mathematics for exponentiation, "to the power of." It's a nice concept for people like us who are always looking to improve ourselves. And it's metaphorical of how our products help us, the wearer, make a bigger impact on the world.


Carets are also used in proofreading to make corrections. There are tons of stories, and more and more studies, that show the corrective power of going barefoot and wearing minimalist shoes. 

A symbol similar to and often called a caret is used for logical conjunctions. It's fitting for our hybrid product, which is equal parts Style and Strength. 

Carets sounds like Carrots, which is almost universally recognized as an all-natural, gluten-free, raw vegan health food.

Carets also sounds like Karat, which is used to denote the purity of gold. And it's nice that Bruno Mars hit song "24K Magic" is so damn fun and catchy, too.

Carrot = Health.
Karat = Wealth.
Carets = Why Not Both?

(By the way, here's a fun video: "24K Magic by Bruno Mars - played with 24 carrots." It's as awesome as it sounds.)

Finally, Carets is spelled like Care, as in "I Care About You", with a T and S at the end.

As with our change from the Primal Professional to Chronology, all of our old email addresses and URL's will forward to the new ones. However, emails from the new domain might get caught in your Spam filter. So if you haven't gotten a newsletter by the 21st of October, check your Spam box! I apologize in advance for the inconvenience. 

That's it for now! Thank you for your support and patience!

Best Regards,

Mountain Evan Chang
Founder

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Sizing, Fit, & Feel

I. Sizing

  1. Let's start by asking: What shoe size (US Men's) normally fits you best? To convert from other sizing standards, see this chart.
  2. Is that a Narrow width? Go one size down for our shoes.
  3. Is that a Medium width? Depending on how roomy you like the toebox, go one size down OR order the same size.
  4. Is that a Wide width? Order the same size for our shoes.
  5. Don’t know the width of your shoes? They’re most likely Medium. 

II. Fit & Feel

This image shows roughly how/where your feet should sit inside Chronology, at right. 


At left is a typical dress shoe, same size and same Wide width. You can see that it is still 1 or 2 cm longer than ours. Most sleeker dress shoes have a fair amount of unoccupied space in the front. We took advantage of that and used it to give you a wide toebox without looking like it. Dress shoes get even longer if we start looking at chisel-toe and pointy-toe styles. But even though these conventional dress shoes are longer, you still feel cramped because of the heel lift and the fact that their shoes are widest at the ball of the foot. Ours are widest at the toes, as a foot naturally is.

If the widest part of your feet (i.e. your toes) occupies the widest part of our shoes, then you are wearing the right size.


If it's not just the toebox but also the lacing that's too loose, I have included complimentary tongue pads (the white foamy ovals) in your shoebox. Try placing these on the tongue, or on the heel, to see if you get a better fit.

Regarding groundfeel, Chronology's outsole is 4mm thick, with another 4mm of leather and cork between that and your feet. The polyurethane we use for the outsole was selected for durability, which is more important than groundfeel in a shoe like this. The 2-part (polyurethane + leather/cork) design allows for the shoes to be resoled like good dress shoes and unlike most minimalist shoes.

Expect Chronology to feel less like FiveFingers and more like flat-bottomed skate shoes with the insoles removed.


In the end, what matters most is that you are happy with your shoes! We will gladly take them back (365-day free returns and exchanges, click for details) and I am honored that you gave us a shot.