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Company History

Being 10 years old has advantages
Fun
At FitFlop™ we believe that our ‘newness’ at shoemaking gives us the freedom to dream. To see footwear with fresh eyes - and deliver equal parts fun, fearlessness and functionality.
Expert
Ten 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 our expert biomechanists.
Comfortable
We put their advice into practice, created our triple-density Microwobbleboard™ midsole, and launched it in the first FitFlop™ sandal. Now you’ll find our magic midsoles in shoes, boots, clogs and sneakers too. (And we’re repeatedly told - by happy customers - that we make the most comfortable footwear in the world.)
Happy
Our focus is still on delivering the best in biomechanics, but now in a wider variety of styles, so our customers can have that ‘happy FitFlop feeling’ any and every ‘wear’.
Great
Because at FitFlop, we believe that when your feet feel great, you can DO anything.