Brand History

IN MAY OF 2007, FITFLOP SANDALS HIT THE SHELVES. Over 10 million pairs have been sold since. Kilgore a one-time personal trainer and serial entrepreneur - found herself approaching 40 and feeling desperate to find a way to make it easier to stay in shape. Juggling motherhood and work with ‘working out’ was proving unworkable, so she summoned up her problem-solving skills and drummed up the concept for the FITFLOP. “Answers to problems are quite often very simple— we just don’t always see them. So I asked myself (on behalf–obviously–of time starved women everywhere) which daily activity–done a little more intensively–could keep us in shape? Walking seemed the obvious answer. What if I could invent a shoe that would give you a workout while you walk?” She enlisted two brilliant biomechanists – Dr David Cook and Darren James, from the Center for Human Performance at London’s Southbank University . James and Cook created the fundamental Microwobbleboard™ Toning Technology and after two-and-a-half years of research, prototype testing and product trials, Kilgore the first FitFlop flip flop in her hands. Within weeks of launch, testimonials poured in from delighted first edition FitFlop sandal fans, one delighted wearer even wrote in to declare that her FitFlop sandals made her feel a whole lot happier!

The phenomenon was quickly picked up by the press. (In 2007 Newsweek named FitFlop the ‘must-have item of the summer’. In July 2007, an article introducing FitFlop was the ‘most read’ story on THETIMES.CO.UK (outranking serious news views of Putin and Blair). The Independent Newspaper (UK) hailed FitFlop sandals as ‘miraculous’ and in 2008, FitFlop sandals made OPRAH’S LIST of ‘Favourite Summer Things’. (Fashionistas take note: Our limited edition Gladiator Sandal – sold exclusively on high fashion site NET-A-PORTER - was their fastest-selling footwear item ever.) FitFlop sandals have since been spotted on countless celebs, have inspired tens of thousands of testimonials and have kick-started a global footwear trend.

FitFlop is now available in over 50 countries. And our original Microwobbleboard Technology is built-in to the bottom of every sandal, slipper, clog, boot and shoe that we do.