Shoebuy Insider on FitFlopfitflop believes your feet shouldn't get in the way of not choosing great shoes and that having the right ergonomics underfoot can make your day. They provide equal parts fun, fearlessness and functionality in their footwear. That's why fitflop base everything they make on world-class biomechanics which is why they've always believed that it's cool to be comfortable.
In 2006, fitflop founder Marcia Kilgore set her mind on a mission to create the most comfortable footwear in the world. Collaborating with two British biomechanists, she created a triple-density microwobbleboard midsole, and launched the first style of fitflop sandals nine years ago. These days you'll find their magic midsoles in their shoes, boots, clogs and sneakers for women and men.
Over twenty million pairs have been sold since fitflop first started making shoes, and they're repeatedly been told - by happy customers - that fitflop makes the most comfortable footwear in the world.