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, I chose to use the plural Carets instead of the singular Caret, because people always refer to shoe brands in plural, even when talking about a single pair of shoes (e.g. "I love my Carets!")
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.
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.