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FitFlop: A Revolution in Footwear Comfort and Style

FitFlop burst onto the scene in 2007, and the footwear world hasn’t been the same since. At a time when people believed you had to choose between looking good and feeling comfortable, especially after hours on your feet, FitFlop dared to defy convention. They introduced the Walkstar flip-flop, which wasn’t just any sandal; it was a breakthrough in both style and comfort. By 2008, FitFlop had taken the market by storm, selling over 12 million pairs worldwide. From the beaches to the city streets, everyone wanted to get their hands (or feet) on a pair.

The genius behind FitFlop is Marcia Kilgore, an entrepreneur already known for her success in the beauty industry. When she turned her attention to footwear, she teamed up with expert biomechanists Dr. David Cook and Darren James to develop something revolutionary: the Microwobbleboard™ midsole. This innovative design gave FitFlop shoes their signature blend of comfort and support, and it’s still a cornerstone of their footwear today.

What Makes the Microwobbleboard So Special?

The secret to FitFlop's unparalleled comfort lies in their unique midsole, which is crafted from a combination of high, low, and mid-density EVA materials. This isn't just a random blend of foam; it's scientifically engineered to work in harmony with your body, diffusing pressure and offering shock absorption where you need it most. The heel, made from high-density materials, absorbs up to 22% more shock than your average shoe. The low-density midsection introduces a touch of instability, encouraging your muscles to work just a little harder, all while keeping things cushioned. Finally, the mid-density front section helps you maintain your stride, providing the support and balance needed for all-day wear.

Originally, FitFlop marketed their products as a fitness aid, with claims that wearing their shoes could increase leg muscle activity and tone the body. But in recent years, they’ve shifted their focus slightly, opting to prioritize all-day comfort without the fitness hype. Their mission? To create footwear that helps people move better and feel great, no matter the activity or occasion.

More Than Just Flip-Flops

FitFlop didn’t stop at the Walkstar. Over the years, they’ve expanded their range to include footwear for every season and occasion. Whether you’re in the mood for a chic wedge, a funky pair of flip-flops, or a pair of smart boots, FitFlop has something for you. From everyday casual styles to more refined options for work or going out, they’ve got it covered. And they haven’t forgotten the little ones either — with options for men, women, and kids, the whole family can experience FitFlop’s world-class comfort.

The FitFlop Philosophy: Biomechanically Brilliant

At the heart of every FitFlop product is biomechanics. Each shoe is designed to complement your body’s natural structure, joint alignment, and movement, ensuring that you feel your best from the moment you put them on. They use the same cutting-edge science and research applied to sports performance shoes but make it accessible for everyday wear. Why shouldn’t your ballet flats or beach flip-flops be as comfortable as your running shoes?

FitFlop believes that any style can be re-engineered for comfort. From classic white trainers to bold statement sandals, they’ve proven that you don’t have to sacrifice looks for comfort. Their shoes are aesthetically on point, meaning you’ll actually want to wear them—and once you do, you’ll understand why so many people swear by them.

Discover the Difference

Don’t just take our word for it. FitFlop’s legion of superfans around the world is proof that this brand delivers on its promises. But to truly understand the difference that wearing something designed around the biomechanics of your body can make, you need to experience it for yourself. Just be warned: your first pair of FitFlops is unlikely to be your last.

Since their early days, FitFlop has continued to innovate, dream, and push the boundaries of what’s possible in footwear. Their mission is simple: to help you live life to the fullest by creating shoes that not only look good but also help you move better and feel great every day. Whether you’re walking down the beach, running errands, or heading to work, FitFlop is with you every step of the way — making sure you do it in comfort and style.

FitFlop: A Revolution in Footwear Comfort and Style

FitFlop burst onto the scene in 2007, and the footwear world hasn’t been the same since. At a time when people believed you had to choose between looking good and feeling comfortable, especially after hours on your feet, FitFlop dared to defy convention. They introduced the Walkstar flip-flop, which wasn’t just any sandal; it was a breakthrough in both style and comfort. By 2008, FitFlop had taken the market by storm, selling over 12 million pairs worldwide. From the beaches to the city streets, everyone wanted to get their hands (or feet) on a pair.

The genius behind FitFlop is Marcia Kilgore, an entrepreneur already known for her success in the beauty industry. When she turned her attention to footwear, she teamed up with expert biomechanists Dr. David Cook and Darren James to develop something revolutionary: the Microwobbleboard™ midsole. This innovative design gave FitFlop shoes their signature blend of comfort and support, and it’s still a cornerstone of their footwear today.

What Makes the Microwobbleboard So Special?

The secret to FitFlop's unparalleled comfort lies in their unique midsole, which is crafted from a combination of high, low, and mid-density EVA materials. This isn't just a random blend of foam; it's scientifically engineered to work in harmony with your body, diffusing pressure and offering shock absorption where you need it most. The heel, made from high-density materials, absorbs up to 22% more shock than your average shoe. The low-density midsection introduces a touch of instability, encouraging your muscles to work just a little harder, all while keeping things cushioned. Finally, the mid-density front section helps you maintain your stride, providing the support and balance needed for all-day wear.

Originally, FitFlop marketed their products as a fitness aid, with claims that wearing their shoes could increase leg muscle activity and tone the body. But in recent years, they’ve shifted their focus slightly, opting to prioritize all-day comfort without the fitness hype. Their mission? To create footwear that helps people move better and feel great, no matter the activity or occasion.

More Than Just Flip-Flops

FitFlop didn’t stop at the Walkstar. Over the years, they’ve expanded their range to include footwear for every season and occasion. Whether you’re in the mood for a chic wedge, a funky pair of flip-flops, or a pair of smart boots, FitFlop has something for you. From everyday casual styles to more refined options for work or going out, they’ve got it covered. And they haven’t forgotten the little ones either — with options for men, women, and kids, the whole family can experience FitFlop’s world-class comfort.

The FitFlop Philosophy: Biomechanically Brilliant

At the heart of every FitFlop product is biomechanics. Each shoe is designed to complement your body’s natural structure, joint alignment, and movement, ensuring that you feel your best from the moment you put them on. They use the same cutting-edge science and research applied to sports performance shoes but make it accessible for everyday wear. Why shouldn’t your ballet flats or beach flip-flops be as comfortable as your running shoes?

FitFlop believes that any style can be re-engineered for comfort. From classic white trainers to bold statement sandals, they’ve proven that you don’t have to sacrifice looks for comfort. Their shoes are aesthetically on point, meaning you’ll actually want to wear them—and once you do, you’ll understand why so many people swear by them.

Discover the Difference

Don’t just take our word for it. FitFlop’s legion of superfans around the world is proof that this brand delivers on its promises. But to truly understand the difference that wearing something designed around the biomechanics of your body can make, you need to experience it for yourself. Just be warned: your first pair of FitFlops is unlikely to be your last.

Since their early days, FitFlop has continued to innovate, dream, and push the boundaries of what’s possible in footwear. Their mission is simple: to help you live life to the fullest by creating shoes that not only look good but also help you move better and feel great every day. Whether you’re walking down the beach, running errands, or heading to work, FitFlop is with you every step of the way — making sure you do it in comfort and style.