When FitFlop entered the scene in 2007 it was generally accepted that a shoe could not look good and feel great, especially after hours of wearing. They set about changing this one step at a time. Their mission is to empower you to live an active and fulfilled life. Supporting you from the ground up with the perfect combination of biomechanics, comfort and fashion.
FitFlop studies the movement of the body and engineer their shoes accordingly to promote optimal body alignment and complement your natural walking style. They design shoes to create the most even distribution of body weight possible. Each of their midsoles achieves this in a different way to complement the silhouette whilst keeping your feet feeling as happy at the end of the day as they do at the beginning.