FitFlop is a relatively young company based in London that started selling its first product (classic Walkerstar 1 flip-flops) in 2007. All FitFlop models are produced in South East Asia. FitFlop took the sandal industry to another level, and in 2008, they were the most famous summer shoe to buy.
FitFlop was founded by a beauty industry entrepreneur, Marcia Kilgore, in collaboration with expert bio-mechanists Dr. David Cook and James Darren. They came up with the Microwobbleboard midsole unit, an element in every FitFlop boot, sandal, and shoe, offering super support and comfort.
Originally FitFlop produced and marketed their shoes as products that would aid fitness and health, claiming that FitFlop would tone the body and increase leg muscle activity. Recently, FitFlop has been moving in a whole new direction by creating and marketing its footwear to offer maximum comfort.