We realised that the really cool shoes are the ones you wear until they fall apart, that are so comfortable they call your name from the closet. Shoes with that perfect combination of biomechanics, comfort and fashion. We make them. And they - in turn - make us.


Marcia Kilgore

Founder of FitFlop
  • Our Story

  • Our Technology

  • Our Values

  • Our story image

    "We realised that the really cool shoes are the ones you wear until they fall apart, that are so comfortable they call your name from the closet. Shoes with that perfect combination of biomechanics, comfort and fashion. We make them. And they - in turn - make us."

    Marcia Kilgore

    Founder of FitFlop

    10 Years Ago, when we first put our precision ergonomics under a set of sporty-looking flip flop straps, the only rules we followed were dictated by expert biomechanists at London South Bank University. We put that advice into practice, created our revolutionary triple-density Microwobbleboard™ and launched it in our first FitFlop™ pair (the WALKSTAR™ I sandal).

    Our story image
    Our story image

    9 Years Ago, when we first put our precision ergonomics under a set of sporty-looking flip flop straps, the only rules we followed were dictated by expert biomechanists at London South Bank University. We put that advice into practice, created our revolutionary triple-density Microwobbleboard™ and launched it in our first FitFlop™ pair (the WALKSTAR™ I sandal).

    Our story image

    Tens of Millions of pairs have sold since, and we're repeatedly told - by people who love FitFlop - that we make the most comfortable shoes in the world.

    Sold in over 66 Countries, today we're a truly global business. Alongside our classic sandals, we now also make shoes, sneakers, clogs, boots and slippers, so legions of fans worldwide can feel the FitFlop effect any and every 'wear'.

  • Yes - Our shoes look gorgeous, but there's more...

    Superlight ergonomics designed for cushioning and underfoot comfort.



    Microwobbleboard Plug

    Microwobbleboard™ Comfort

    Our patent-pending, triple-density MICROWOBBLEBOARD™ midsole was engineered by two pioneering British biomechanists. Delivering extraordinary comfort, it helps absorb shock* and diffuses underfoot pressure**, by increasing the contact area of the foot to the midsole.

    *From studies conducted at London South Bank University and Salford University in the UK

    **From a study at Salford University

    Microwobbleboard Diagram

    Supercomff Diagram

    Supercomff™ Comfort

    Our slimline SupercomFF midsole is deceptively cush, pressure-diffusing, made from dual-density material and has been ergonomically engineered and shaped to fit under your feet so your shoes really 'move' you.

    Microwobbleboard Plug
    Microwobbleboard Plug

    Supercomff™ Comfort

    Our slimline SupercomFF midsole is deceptively cush, pressure-diffusing, made from dual-density material and has been ergonomically engineered and shaped to fit under your feet so your shoes really 'move' you.

    Supercomff Diagram

    Anatomichush Plug

    Anatomicush™ Comfort

    Our ANATOMICUSH midsole has been designed to deliver incredible comfort. It's flexible and superlight, with soft curves shaped to hug the contours of your feet and a motion-empowering grid of flex lines.

    Anatomichush Diagram
  • Marcia Kilgore - Founder of FitFlop

    At FitFlop we aim to be...

    Better...

    At what we do, all the time. By continually raising the bar on our product, our communications, customer service, work output, efficiency, respect for ourselves, our co-workers and our customers.


    Proud...

    Of every shoe we make, of our brand and its energy and of every interaction we have on behalf of our company.


    Appreciative...

    Of the opportunities we have, the people who work with and support us, the retailers who stock us, the suppliers who supply us and the customers who love us - we never take them for granted.

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