Yay! Now our corn flakes can stay crispy in milk.

Pretty good for a company based out of Rayleigh Near Southend in Essex.
The trainers ain't half bad either, even if they are made in China.

... you submerge it completely?? Surely it can't remain dry forever.

Has anyone considered if you made your socks waterproof, the water may just collect inside, making your socks, unless well warn and full of holes, more akin to a water baloon.

first world war soldiers in the trenches often suffered from trench foot caused by their feet going moldy from being always damp.

still, good idea! It would become very usefull for many every day objects.

I wonder how long the coating lasts before it wears off or gets damaged, and you are left with a pair of breathable shoes that have no waterproof base...

"It was originally developed for the military to help make soldiers more durable and comfortable."

Meaning the MOD sprays it's soldiers to make them hydrophobic? How do the poor blokes take showers!?

I'm surprised Hi-Tec are still around. I used to wear their cheap and cheerful trainers when I was a wee lad, but haven't seen their products on sale or advertised anywhere for decades. It's a nice bit of technology; they should apply it to umbrellas and car seats.