Earth Shoes was the quintessential counterculture brand of the 1970s. In 2007, new owners also procured the rights to Inverted Heel Technology (which positioned the heels lower than the toes for a much healthier posture). Our advertising and collateral targeted consumers who live healthy lives, and want shoes to fit that lifestyle. Sales increased by more than 40%. Requests by new retailers to carry the Earth Shoes line increased by 52%.