Because at FitFlop, they believe that when your feet feel great, you can DO anything.

FitFlop believes that their ‘newness’ at shoemaking gives them the freedom to dream. To see footwear with fresh eyes – and deliver equal parts fun, fearlessness and functionality. Six years ago, when they first put their precision ergonomics under a set of sporty looking flip flop straps, the only rules they followed were dictated by their expert biomechanists. Modern shoes, often neglect their natural engineering; as a population, they were not conscious enough of the benefits of training their feet. To challenge a person’s gait and activate key stabilising muscles more, they have to slightly destabilise their stance. They put that advice into practice, created a multidensity Microwobbleboard™ midsole, and launched it in their first FitFlop sandal.

Their focus is still on delivering the best in biomechanics, but now in a wider variety of styles, so their customers can have that ‘happy FitFlop feeling’ any and every ‘wear’.