《FitFlop @ AW2011》

Founded by one of the beauty industry’s heaviest hitters, Marcia Kilgore of Bliss Spa and Soap & Glory, FitFlop is taking the functional footwear industry by storm. FitFlop, the flip flop with the gym built-in™ was inspired by both her love of flip flops and desire to squeeze a bit of exercise into her hectic schedule. FitFlop™ sandals were first created in 2007, after Dr David Cook and Darren James – both biomechanists at London South Bank University – collaborated with Marcia Kilgore to create the world's first muscle-activating flip flop. FitFlop footwear features a patent-pending Microwobbleboard™ midsole which can help increase the time that your muscles are engaged every single time you take a step.

  

  

  

 The latest AW2011 collection branched out into clogs, sneakers, shoes and boots, the men collection realized that ‘guys’ were just as addicted to their footwear as ‘girls’ were, they used their biomechanically-developed Microwobbleboard™ technology to build a comprehensive men’s collection. Soft, foot-hugging leathers and nubucks with handsome suedes, added clean, modern lines and curves, and layered every upper on a triple-density pressure-diffusing midsole that – when you stand on it – feels really good.

  

The women collection using the biomechanically-developed Microwobbleboard™ technology was originally created to work your muscles more. But when people put them on, they got a certain ‘FitFlop’ feeling and that lapsing back into regular footwear had become almost impossible. For this season, a multi-occasion collection, with fresh, fun design in high tech, high spec materials was built with original triple-density midsole, with the same pressure-diffusing, shock absorbing properties as the originals. Not forgetting the kids collection are fresh, fun, cool-weather features new shoes and boots that look and feel just as great as the grown-ups’. They are soft nubucks and double-faced shearlings, added water-resistant coatings, new waterproof and SNUGTECH™ linings, and built every pair on top of our generously cut Microwobbleboard™ midsole – to give growing feet the space and flexibility to feel free.