FitFlop was established in London, England, by Canadian entrepreneur Marcia Kilgore, who sought to create footwear that was both fashionable and exceptionally comfortable. Instead of treating comfort as an afterthought, the company collaborated with biomechanical experts to engineer shoes that support natural movement and reduce pressure on the feet.

The brand’s first product, the Walkstar sandal, launched in 2007 and quickly became an international bestseller. It featured the company’s signature Microwobbleboard™ midsole, designed to distribute pressure more evenly across the foot while enhancing cushioning and stability. The success of the Walkstar established FitFlop as a leader in comfort-focused footwear. [1]

Over the following years, FitFlop expanded beyond sandals into a complete lifestyle footwear collection, including:

• Sneakers

• Boots

• Loafers

• Ballet flats

• Clogs

• Mules

• Slippers

• Athletic-inspired casual shoes

Today, FitFlop continues to invest heavily in biomechanics research while evolving its designs to appeal to both fashion-conscious and comfort-seeking consumers. [1]

FitFlop’s brand philosophy is centered on three principles:

• Advanced Technology

• Outrageous Comfort

• Gorgeous Design

Rather than viewing comfort and style as competing priorities, FitFlop aims to integrate scientific research with modern aesthetics. The company emphasizes that its footwear is engineered to work with the body’s natural movement, helping improve comfort during everyday walking and standing. [2]

One of FitFlop’s defining characteristics is its focus on biomechanics—the scientific study of human movement.

The company’s in-house research and development team studies:

• Walking mechanics

• Pressure distribution

• Foot alignment

• Muscle activity

• Joint motion

These findings are incorporated into proprietary midsole and cushioning systems intended to improve comfort and reduce fatigue during daily wear. [3]

Major Comfort Technologies

Microwobbleboard™

FitFlop’s original and most recognizable technology. It uses a triple-density midsole that helps disperse pressure across the foot while providing cushioning and stability.

Dynamicush™

A lightweight cushioning technology designed for sneakers and casual shoes, combining soft impact absorption with energy return.

iQushion™

An air-foam cushioning system used primarily in lightweight sandals and flip-flops, engineered to provide comfort despite minimal shoe weight.

Anatomicush™

An ergonomically shaped sole designed to support the natural contours of the foot while remaining flexible and lightweight.

Neodynamic™

A performance-oriented sole featuring enhanced propulsion, flexibility, and stability for more active lifestyles. [3]

FitFlop manufactures footwear across several categories:

Sandals

The company’s original product line includes:

• Slide sandals

• Toe-post sandals

• Platform sandals

• Wedge sandals

Sneakers

Lifestyle sneakers designed with ergonomic midsoles and lightweight construction for everyday walking.

Boots

Fashion boots featuring the brand’s signature cushioning technology while maintaining a modern silhouette.

Loafers and Flats

Comfort-oriented dress shoes intended for work, travel, and daily wear.

Clogs and Mules

Slip-on footwear emphasizing convenience without sacrificing support.

Slippers

Indoor footwear incorporating cushioned footbeds for home comfort. [2]

FitFlop products are characterized by:

• Ergonomic footbeds

• Lightweight construction

• Shock-absorbing midsoles

• Arch support

• Pressure-diffusing cushioning

• Fashion-forward styling

Unlike many orthopedic footwear brands, FitFlop places strong emphasis on aesthetics, offering products in a wide variety of colors, materials, and seasonal collections. [2]

Many FitFlop products have received the Seal of Acceptance from the American Podiatric Medical Association (APMA), indicating that selected styles have been evaluated for promoting good foot health. Not every FitFlop model carries this recognition, but a number of them do. [2]

Since its launch, FitFlop has expanded into a global footwear brand with distribution across Europe, North America, Asia, the Middle East, and Oceania. Its products are available through:

• Brand-owned retail stores

• Department stores

• Specialty footwear retailers

• Online stores

• Regional distributors

The company reports that its footwear is sold in 70+ countries, serving millions of customers worldwide. [2]

FitFlop primarily targets consumers seeking:

• All-day walking comfort

• Stylish everyday footwear

• Travel shoes

• Work footwear

• Arch-support shoes

• Casual lifestyle shoes

Its customer base spans professionals, travelers, older adults, and younger consumers looking for footwear that balances appearance with comfort.

FitFlop occupies the premium comfort-footwear segment alongside brands known for ergonomic design. Rather than positioning itself as a medical footwear company, it markets its products as fashionable shoes engineered using biomechanics.

From its origins as a single ergonomic sandal in 2007, FitFlop has evolved into one of the world’s most recognized comfort-footwear brands. Its combination of scientific research, proprietary cushioning technologies, and contemporary design has established the company as a notable player in the global footwear industry, with a continued focus on making everyday walking more comfortable without compromising style. [1]

1. About Us – FitFlop

2. About Us | FitFlop CA

3. Our Technology – FitFlop Philippines