Our History

When we entered the scene in 2007 it was generally accepted that a shoe could not look good and feel great, especially after hours of wearing. We set about changing this one step at a time. Our 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.  




We study the movement of the body and engineer our shoes accordingly to promote optimal body alignment and complement your natural walking style. 





We bring it to every style, designing shoes to create the most even distribution of body weight possible. Each of our midsoles achieves this in a different way to complement the silhouette. We wouldn’t use the same technology with a sneaker and a ballerina, for example. But both will keep your feet feeling as happy at the end of the day as they do at the beginning.




From casual trainers to elegant
workwear, you'll find the perfect style
for your days and nights. Don’t just take our word for it. The only way to feel the FitFlop difference is to live your life in our shoes.