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Dockers Footwear Teams with Rust-Oleum on ‘Never Wet’ Collection

Genesco’s Dockers Footwear announced a partnership with Rust-Oleum Industrial Brands for a new “NeverWet” footwear treatment on select shoes in its line. NeverWet is an innovative superhydrophobic treatment that dramatically repels water, oil, grease, mud, ice and other liquids. NeverWet treated goods allow liquids to form nearly perfect spheres which roll off the surface, keeping items dry while also providing a self-cleaning property and maintaining the breathability of the material.

“Most of Dockers shoes contain some type of technology to enhance fit, comfort and easy care,” states Andy Gilbert, president of Genesco’s Licensed Brands division. “The decision to implement NeverWet into the line fits seamlessly with Dokers’ innovation philosophy.”

Dockers Footwear treated with NeverWet is available at Belk, J.C. Penney, Kohl’s and online at

The March 2024 Issue

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