Skora is a new brand of running shoes based in Portland, Oregon, designed around the ever-more-popular concept running as nature intended.

The design is built to let your foot use its natural biofeedback loop of muscles and tendons for a more natural gait, as if running barefoot. Rather than correct foot movement, Skora shoes get you landing midfoot, which they say reduces impact versus a heel strike. The fashionable colors and design will no doubt help get people to look in their direction among the more heavily marketed offerings from big brands. Under the hood, though, Skora has some impressive sounding tech.

Two of the more visually prominent features are the true 0mm heel drop, meaning they’re completely flat, and the wider, anatomically shaped toe box. With insoles, their total stack height is a mere 13mm (9mm without). Two designs will be offered, the Form with laces ($195) and the Base with stretch “X” straps ($125), the latter likely being relatively quick in transition from bike to run, particularly since they are designed to be worn with or without socks. Available in February 2012.