FitFlopTM was launched in 2007 by Marcia Kilgore. Working with Dr Dave Cook and Darren James – biomechanists at London South Bank University – Kilgore began research on a pressure-diffusing, shock-absorbing midsole, and then built a sandal brand around it.

Now, ten years later. Over 22 million pairs of Fitflop shoes have been sold to die-hard fans worldwide.

Today FitFlop makes shoes, sneakers, clogs, boots, ballet pumps and slippers alongside its classic sandals. Marcia has pulled off the near-impossible feat of turning comfy and ergonomic footwear into a hot fashion statement via design collaborations with Anna Sui, Kirna Zabete and Wola nani.